Introducing: Maurice Lacroix The Lab Powered By Label Noir — Create The Aikon Of Your Dreams

Why buy a pre-made icon when you can create a personalized Aikon like no other? Watch brand Maurice Lacroix (founded in 1975) and customizer Label Noir (established in 2011) have teamed up before, but now they’re collaborating on something else. Instead of creating special limited editions to get you all excited, the two entities now do what you tell them to do. In the online configurator, a 42mm Aikon “canvas” is waiting for you to express yourself horologically.

Maurice Lacroix turned 50 in 2025, and besides having prepared some special celebratory creations this year, the brand from Franches-Montagnes also has a “gift” in the shape of something you have to build yourself. In collaboration with Geneva-based customization atelier Label Noir, ML has established an exclusive bespoke program. This marks the latest milestone in the ongoing partnership between the two companies, and it is likely the most significant to date. Having said that, in 2018, Label Noir created the first Rolex tourbillon, using a client’s Milgauss as the base watch. But Label Noir doesn’t “play the customization game” anymore. Instead, it now operates as an official partner in collaborations with various watch brands, such as Maurice Lacroix.

Maurice Lacroix The Lab powered by Label Noir — Create the Aikon of your dreams

Full disclosure: I like the Aikon. I own a funky Aikon #tide Benzilla that could pass for a one-of-a-kind watch, but it isn’t. Having the opportunity to create a veritable unique piece does sound tempting, especially when you know that bespoke watches often come with a hefty price tag. So I took to the online configurator to build an Aikon suited specifically to my tastes.

After a lot of back-and-forth, I created a steel 42mm Aikon with a steel dial featuring a black date, a micro-groove for decoration, minimalist wording, black hour and minute hands, a purple central seconds hand, and a gray rubber strap. The final price of my creation is CHF 2,990. A standard 42mm Aikon Automatic Date in steel, paired with a rubber strap, has a retail price of CHF 1,950. As you can see, there’s quite a significant difference between a standard 42mm Aikon outfitted with an ML115 (Sellita SW200-1) movement, of which 26 references exist, and a personalized Aikon that is probably one of a kind.

Is The Lab the future of mid-price luxury horology?

Maurice Lacroix first partnered with Label Noir in 2020. Their debut collaboration — a monochromatic reinterpretation of the Aikon — sold out quickly. After that, the two brands reunited in 2024 to present the Masterpiece Skeleton Label Noir, a limited edition of 288 pieces. Creating bespoke watches takes it a step further and could prove to be a trailblazing endeavor. It brings the brand closer to its clients. It also enables people to become co-creators of their one-of-a-kind watches after an authentic, interactive, creative process.

Just as people enjoy spending hours customizing their dream cars in online configurators, building a timepiece is something that can keep watch enthusiasts busy for hours. It becomes even more attractive when the product you carefully put together is within reach. The Maurice Lacroix × Label Noir program invites watch enthusiasts to create timepieces that reflect their unique personalities. There are two paths to choose from — explore exclusive presets developed by Label Noir’s Geneva-based specialists or enter a full DIY mode offering lots of creative freedom. There are different materials available, like steel, titanium, and ceramic, as well as various finishes for dials, indexes, and straps.

The competition has to (con)figure it out

The configurator gives ML an edge over competitors and challenges them. Creating a unique, personal watch, which will undoubtedly give you a story to tell your friends, is possible with The Lab’s smooth, intuitive interface, transforming customization into a pleasant, engaging, and inspiring experience. If I were calling the shots at a watch brand operating in the same price range as ML, a configurator would be on my to-do list for today.

Please let me know if an online watch configurator is something you want, need, or expect from a watch brand that you consider affordable. In any case, I’m sure you’ll find playing in The Lab a fun activity during the dark and gloomy days before Christmas. Enjoy!