Having recently announced its AIKON #tide initiative, Maurice Lacroix goes to Phuket and reveals to its Asian partners an array of activities such as beach cleaning, designed to make the Andaman Sea, off the coast of Thailand, a little cleaner. Moreover, the aim is to heighten awareness of how everyone can collectively contribute to sustainability. In Thailand, the brand’s activities include providing employment, longtail boats, warehousing and equipment in order to gather plastic waste. Moreover, Maurice Lacroix is funding educational programmes in the region. As part of a long-term commitment, the luxury marque vows to recover 10 million plastic bottles from the ocean by providing financial support.