Everything that comes out of his mind is a masterpiece. The new AIKON Tide Benzilla make no exception

The new AIKON Tide Benzilla exploits the use of colour to the max.

Maurice Lacroix, Swiss luxury watchmaker based in the Canton of Jura and headquartered in Zurich, continues to spread the word about its ground-breaking watch, the AIKON Tide, releasing a new variant created in conjunction with Thai artist and ML Crew member, Benzilla. This special edition watch unites the world of street art and watchmaking, employing an array of vibrant colours. Maurice Lacroix AIKON Tide Benzilla was unveiled at the opening of the new Maurice Lacroix boutique in Bangkok on the 1st of July.

Made from ocean-bound upcycled plastic, it takes 17 bottles to make one watch and its user-friendly packaging, which means 17 fewer bottles polluting the ocean. Maurice Lacroix AIKON Tide timepiece shares the same attributes as other members of the AIKON family, namely Swiss quality, precision timekeeping, urban styling and high perceived value.

Enlivened with a plethora of eye-popping shades, the 40mm model features a flat sapphire crystal, augmenting readability, and a quartz movement. The dial is adorned with the Thai artist’s 3-eyed character, ‘LOOOK’, an alien who came from nowhere to live among us. The bezel and crown are dressed in black, while the case body is executed in a vibrant shade of orange. Finally, a funky light blue rubber strap completes the ensemble. Owners of the watch can modify its appearance courtesy of the Easy Strap Exchange system, swapping the strap for an alternative, without the need for tools.

In May, Maurice Lacroix unveiled three special edition watches that uphold the benefits of the AIKON Tide, combining them with the exciting world of 3×3, the global basketball format beloved by millions. Sharing the same qualities as other members of the AIKON family, these latest watches prove a game changer both on and off the court.

These new models are formed of ocean-bound upcycled plastic, an undisclosed formula and glass fibre. The resultant composite material is twice as hard as standard plastic, five times more resistant and has a carbon footprint significantly less than the production of virgin PET. The bezel, case, case back, crown, end-piece and buckle are all made from this composite material. It takes 17 bottles to make one watch and its tailor made packaging which means 17 fewer bottles polluting the ocean.

Hot on the heels of the recent launch of the AIKON Tide, Maurice Lacroix now unites its innovative model with the fast-paced sport discipline of 3×3 basketball. The Swiss-based watch brand is no stranger to city life. It is the ‘Official Timekeeper of the FIBA 3×3 World Tour’, an action-packed game, played in some of the world’s most exciting, urban settings. Born on the streets, 3×3 is now part of the Olympic program. Played worldwide, the game is broadcast in over 100 countries and watched by millions of fans around the globe. With a huge social media audience, connected fans are never far from the action. It’s an exciting domain where players cover the court with incredible alacrity. Pass or shoot, the court is an energy-packed arena where concentration is absolute and fatigue spells defeat.

The new special edition AIKON Tide FIBA3x3, brims with energy. Housed in a 40mm case, this basketball-themed watch features a flat sapphire crystal, augmenting readability, while the quartz movement delivers precision in a world where seconds count. These two models, ideally suited to court-dwellers, are available with black or white dials and come supplied on coordinating straps. The dials incorporate the ‘3×3’ logo arranged in an elaborate motif, while the case back is also embossed with the ‘3×3’ logo.

When the inaugural versions of the AIKON Tide were unveiled, they sported vibrant dial shades and funky coloured straps. Now, Maurice Lacroix returns with a further eye-popping creation, this time inspired by the official Wilson ball of the FIBA 3×3 World Tour. This new model encompasses blue, orange and yellow hues and fizzes with vitality. Again, the dial is adorned with the FIBA 3×3 logo which is also repeated on the case back.

Meanwhile, consistent with the brand’s environmentally conscious mindset, the AIKON Tide FIBA3x3 isn’t presented in excessive packaging but comes in a colour-coordinated mug that can be used again and again and….

With this latest initiative, produced with the help of the FIBA 3×3 World Tour, the dynamic watch brand from the Swiss Jura has provided even more choice for members of Gen Z. Consistent with all Maurice Lacroix models, these new creations deliver high perceived value. Maurice Lacroix chose to collaborate with the FIBA 3×3 World Tour because it’s a sporting format that is urban, accessible and success-driven.