The new timepiece arrives dressed in Mahindra Racing Team’s Colours

Swiss watchmaker, Maurice Lacroix, continues to work closely with the Mahindra Racing in 2023 and build on their common values, in particular, their shared desire to make the world a little greener. With that, the two firms are pleased to unveil the new AIKON #tide Mahindra timepiece.

The AIKON #tide Mahindra arrives finished in the Mahindra Racing Team’s colours and is made from ocean-bound upcycled plastic. The treatment serves as a reminder as to what the extraordinary timepiece stands for, which is a greener tomorrow for everyone.

Last year, the Swiss watch brand unveiled its inaugural AIKON #tide model, after being named the Official Timekeeper of Mahindra Racing in 2020. Also made from ocean-bound upcycled plastic, it reportedly takes 17 plastic bottles to make one of these watches.

The AIKON #tide shares the same attributes as other members of the AIKON family, namely Swiss quality, precision timekeeping, urban styling and high perceived value. What’s more, by collecting bottles from the ocean to make these AIKON watches, Maurice Lacroix is also making eco-friendly look stylish.

Stephane Waser, Managing Director of Maurice Lacroix, stated, “The AIKON #tide Mahindra is a further demonstration of our shared commitment to the environment. Like Mahindra Racing, we tour the globe, operating in urban settings. Both brands strive for success, whether that’s competing on race tracks in various cities or making urban watches for competitive souls, but most important of all, we both believe in innovating for a brighter, greener future.”

Fred Bertrand, CEO of Mahindra Racing adds, “We are delighted to be partnered with Maurice Lacroix once again on the development of their new AIKON #tide watch. They have developed the watch with recycled materials with the aim of really targeting a younger audience. We love working with brands that share our same values and goals of working towards a more sustainable future, so I’m pleased to welcome Maurice Lacroix on board for Season 9. I can’t wait to wear the watch with pride in 2023.”

Discover more about this statement timepiece from the Official Maurice Lacroix Website.