From JustLuxe content partner iW Magazine
Maurice Lacroix merges its ongoing role as the official timer of Mahindra Racing with its eco-friendly Aikon #tide collection to launch the Aikon #tide Mahindra.
The new Maurice Lacroix Aikon #tide Mahindra.
Like all Aikon #tide models, the new 40mm quartz watch is made from ocean-bound upcycled plastic, but here it is also dressed in the race team’s red colors while also displaying the Mahindra Racing logo and the date on the textured black dial.
Maurice Lacroix colors the bezel in Mahindra red, a bright racing hue that nicely contrasts with the black rubber strap with the Maurice Lacroix ‘M’ logo on it in red.
The watchmaker supplies 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 in the ABB FIA Formula E World Championship. The race team actively promotes EV technology, which meshes nicely with Aikon #tide message of eco-friendly watchmaking.
As Maurice Lacroix notes, one Aikon #tide watch and its packaging require seventeen upcycled plastic bottles, which means seventeen fewer bottles polluting the ocean.