Maurice Lacroix was created in 1975 by Desco von Schulthess AG, developed from a private label watch assembly workshop that was acquired in 1961. Maurice Lacroix S.A. became an independent brand in October 2001, and a majority stake was acquired by DKSH Holding in July of 2011.
Emilio de Villota and Victor Palomo
According to an Advertiser’s Spotlight in the September 2000 issue of Europa Star, former Formula 1 driver Emilio de Villota and former 500cc Grand Prix motorcycle racer Victor Palomo have both been sponsored by Maurice Lacroix at some point. Angel Nieto has also been listed.
Further details are currently not well documented.
References
https://watchlibrary.org/en/details/ES-EUROPE_242_2000_004_66