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Thread: Maurice Lacroix gets in on the coloured plastic watch thing - Aikon #tide

  1. #1
    Grand Master markrlondon's Avatar
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    Maurice Lacroix gets in on the coloured plastic watch thing - Aikon #tide

    https://www.mauricelacroix.com/eu_en/aikon-tide-launch

    The AIKON #tide shares the same attributes as other members of AIKON family, but is formed of #tide ocean-bound upcycled plastic combined with glass fibre. The resultant composite material is twice as hard as standard plastic, five times more resistant and has a carbon footprint that is six times less than PET. The bezel, case, case back, crown, end-piece and buckle on this new model are all made from this composite material. It takes 17 bottles to make one fabulous watch and its tailor made packaging, 100% made of #tide material. It’s a win-win deal.
    [...]
    At the heart of the AIKON #tide is a quartz movement, delivering convenience and precision. As you would expect of a Swiss watch, the AIKON #tide is a quality product, backed by a 5-year warranty. After all, it’s an AIKON.
    [...]
    Maurice Lacroix, in collaboration with #tide, a specialist in ‘upcycling ocean-bound plastic waste’, is playing a key role in contributing to cleaner oceans. The Swiss watch brand has entered into a ground-breaking, long-term partnership with #tide to collect plastic bottles from the seas surrounding various islands in Thailand as well as Indonesia and the Philippines.
    Oh dear.

    Yes, the hashtag is part of the name.



    Oh yeah, and you get a free pair of socks and a bum bag when you buy an Aikon #tide from the ML website.
    Last edited by markrlondon; 7th April 2022 at 17:06.

  2. #2
    Grand Master markrlondon's Avatar
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    I like ML watches and the Aikon in particular but I'm not paying €690-€850 for a plastic quartz watch!

    Didn't they get the memo that the price point for watches like this is about £200/€250?
    Last edited by markrlondon; 7th April 2022 at 17:20.

  3. #3
    Master zelig's Avatar
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    Just noticed that they also do an engraved look...


  4. #4
    Thatís a big ask when Chris Ward do a nice automatic Tide branded Trident for not much more!

    I predict these will sink rather than float!

  5. #5
    Master Papa Hotel's Avatar
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    Yikes. High RRP for a plastic case for a brand with abominable value retention. I could barely give my Aikon away, I can't see these being the thing that propels ML to the top of the tree.

  6. #6
    Grand Master Wallasey Runner's Avatar
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    Quote Originally Posted by Papa Hotel View Post
    Yikes. High RRP for a plastic case for a brand with abominable value retention. I could barely give my Aikon away, I can't see these being the thing that propels ML to the top of the tree.
    Didnít I take that off you in a trade.

  7. #7
    I think marketing wise it's a good point to have your own brand knockoff plastic quartz, but not at that price point...
    Idea being you sell loads, people eventually buy the real thing once the brand and look has dug into their brains.
    And you would have to have a jolly fun brand too that would fit in with the pastiquarz gimmick.
    Like tag heuer for example...
    Hold on...

    Sent from my ANE-LX1 using Tapatalk

  8. #8
    Journeyman
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    Thatís very priceyÖ canít see them shifting many

  9. #9
    Master Papa Hotel's Avatar
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    Quote Originally Posted by Wallasey Runner View Post
    Didnít I take that off you in a trade.
    Yeah, a Fatboy and a bit of cash IIRC.

  10. #10
    Master M1011's Avatar
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    They must have been so annoyed when the moonswatch was launched. Talk about stealing away any potential market for these

  11. #11
    Master Alansmithee's Avatar
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    Isn't the retail price with brands like ML just to make the sale/real price look good?

  12. #12
    Master Papa Hotel's Avatar
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    Quote Originally Posted by Alansmithee View Post
    Isn't the retail price with brands like ML just to make the sale/real price look good?
    Definitely not in the same way as Invicta, ML made proper watches, the Aikon is a decent quality product. They suffer against brands that are more in the public conscience but they're far removed from the likes of Invicta and those brands that go on TV sales channels.

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