From JustLuxe content partner iW Magazine
Maurice Lacroix has launched Aikon #tide Mahindra, combining its ongoing role as the official timer of Mahindra Racing with its eco-friendly Aikon #tide collection.
The new Maurice Lacroix icon #Tide Mahindra.
Like all Aikon #tide models, the new 40mm quartz watch is crafted from ocean-bound upcycled plastic, but here it’s dressed in race team red and features the Mahindra Racing logo and date on a textured black dial.
Maurice Lacroix paints the bezel in Mahindra Red, a bright racing hue that contrasts nicely with the Maurice Lacroix ‘M’ logo in red on the black rubber strap.
The watchmaker offers a second strap in red rubber with black accents. And as always for this brand, wearers can quickly change straps using Maurice Lacroix’s Easy Strap Exchange System, which requires no tools.
Mahindra Racing is a founding team of the ABB FIA Formula E World Championship. The race team actively promotes EV technology, which blends in nicely with Aikon’s #tide message of eco-friendly watchmaking.
As Maurice Lacroix notes, an iconic #tide watch and its packaging require seventeen upcycled plastic bottles, which means seventeen fewer bottles polluting the ocean.