Were we to compare watch makes with car marques, it is probably fair to say that Maurice Lacroix has traditionally been regarded as more Vauxhall than Aston Martin. Until recently, anyone who took themselves seriously as a horological aficionado is unlikely to have given the brand a second glance, its products finding greater favour with those making a first foray into the world of “proper” watches.

But since Philippe Merk took over as CEO of the Zurich-based company in 2001, the profile of Maurice Lacroix has changed dramatically, with this comparatively young brand that produced its first watches in 1975 now going all-out to elevate its status as a maker not merely of good quality timepieces but of prestigious ones. The greatest step towards achieving this came in 2006 with the unveiling of its first in-house movement, the ML 106 calibre, that powered a £12,500 limited edition chronograph in its high-end Masterpiece range.