I do not like quartz watches. Let’s get that straight. But I like this one.

This is the Maurice Lacroix Aikon #Tide (or #tide) and it’s a fascinating little piece. It’s a $750 Swiss quartz that comes inside a reusable coffee (or Mai-Tai) cup and it’s made almost entirely out of recycled ocean plastic. It’s not the prettiest watch you’ll own nor is it the most complex but it is a luxury piece that definitely does some good.

The whole package is as sturdy as a G-Shock and features a standard quartz movement with date. The watch has an easily changeable rubber strap and features a nicely patterned dial and crisp hands and pips. As you can imagine, it’s very light and unobtrusive and would look great by a pool.

The fact that this is made nearly entirely out of recycled materials is the real draw. In a world of disposable junk, Maurice Lacroix is, to a degree, taking a stand. The company even includes a recyclable box and carrier in the shape of the aforementioned coffee cup (with lid) and a reusable watch stand for your bedside table. It’s a nice touch.

MC makes a number of these Aikon watches including some clever collabs with other designers. The #tide watch is the only one that actively touts its ecological bonafides.

To be clear this is still a plastic watch. You won’t win any coolest watch at the club contests. That said, it’s a nice idea and ML’s heart is in the right place. It’s a little expensive, it’s a little small – 40mm but it wears smaller – and you can probably wear a Swatch and get the same effect. But come on – the whole thing is made of recycled plastic and it has some great little tweaks which make it a lot cooler than just a quartz three-hander. If you like it you like it and I, for one, like it.

By John Biggs

John lives in Brooklyn and has loved watches since he got his first Swatch Irony automatic in 1998. He is the editor of WristWatchReview.

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