The name Maurice Lacroix has stood for decades of experience in the manufacture of high-quality time pieces. In 1961, Zurich-based Desco von Schulthess AG purchased an assembly facility in Saignelégier, a town in Jura, where it made private label watches for the national and international market. In the year 1975, the company began to lay beginning foundations for its successful corporate history by bringing in its first watch under the name of Maurice Lacroix in Austria. The brand was then launched on the Spanish market a year later and after another four years the company founded its own sales organization in Germany. Then, just two decades after launching its first watch, the company was successful in entering the US market in 1995. In the fall of 2001, Maurice Lacroix S.A., which was previously a division of Desco von Schulthess AG, became an independent legal entity, thus generating perfect conditions in which to achieve its ambitious international growth targets.