Worn & Wound
Maurice Lacroix Teams Up with Mohindra Racing for a New Aikon Tide
It’s been almost a year since Maurice Lacroix unveiled the Aikon Tide watches. These colorful sports watches made from up-cycled ocean plastics represent a new entry point into the Maurice Lacroix collection, coming in at under $1,000 and making an overt play for the hard earned cash of a younger watch consumer. When the watches launched a year ago, many in the community rolled their eyes at another brand jumping on the green bandwagon with a “plastic” watch. But in the months since the Tide’s launch, a plastic watch of a different variety has absolutely taken over the watch world. The MoonSwatch is, admittedly, at a lower price point, but the enthusiastic response to those watches proves that nontraditional and considerably less expensive materials are capable of catching on in the right package. The Tide, then, isn’t going anywhere, and Maurice Lacroix has just unveiled a new version with their partners at Mahindra Racing in an appealing new colorway that might serve to remind some that there are other brands to consider in the plastic watch realm. Maurice Lacroix has had a relationship with Mahindra Racing since 2020. The team is part of the founding group of the ABB FIA Formula E World Championship, which is the premier circuit for the latest crop of single seater electric race cars. The new crop of electrics are serious pieces of tech unto themselves, with lightning quick acceleration and top speeds approaching 200 miles per hour. As with F1 and other moto...
