Maurice Lacroix and "Le Garçon Doré"

Jan Armbruster and Maurice Goedecke shared a common vision, to create an innovative, urban space providing visitors with the opportunity to discover exceptional gins and whiskies while perusing an array of high-end streetwear clothing by “Le Garcon Doré”, also designed by the two business partners. The brand’s garments are developed in a spirit of empathy for the planet, being made of sustainable materials such as organic cotton and packaged in recycled plastic.

Following a meeting with Jan and Maurice, Stéphane Waser, Managing Director of the watch company, had the vision of setting up a joint project. With its urban atmosphere, the concept store offers an ideal setting for showcasing Maurice Lacroix’s Aikon models, superbly displayed alongside pieces from the “Le Garcon Doré” collection. In parallel, after having visited the Manufacture in Saignelégier, Jan had the audacious desire to suggest the creation of a gin inspired by the place. This unique gin, infused with watchmaking spirit, has now been created and is aptly named Aikonic Gin! A blend of Swiss gentian, local mountain herbs, Damassine du Jura – an alcohol made from the fruit of the damson plum tree –, as well as lemon, cardamom and coriander are all combined with a hint of gold, creating a mouthwatering elixir. This latter ingredient forms part of the beverage’s unique identity, conferring floral, aromatic, and contemporary characteristics. Aikonic Gin is now available in the German concept store. Indeed, this is a bit of Saignelégier in Pforzheim.

March 05, 2020