The Maurice Lacroix watch brand was founded in 1975 by Desco von Schulthess, a Swiss entrepreneur. The brand initially produced affordable, mass-market watches using Swiss movements. In the 1980s, Maurice Lacroix began to shift its focus towards producing higher-end, more advanced timepieces. In the 1990s, the brand introduced its first in-house movement, the ML 106, which was followed by a series of other in-house movements. Today, Maurice Lacroix is known for producing a wide range of high-quality mechanical and quartz watches, including sports watches, dress watches, and complications like chronographs and tourbillons. The brand is also known for its innovative designs and use of advanced materials like ceramic and titanium.