Laco celebrates its 100th anniversary by giving away 100 watches

Jamie Weiss

2025 is a year in which some of the most popular brands in the watch industry mark important anniversaries: For example, Zenith celebrates its 160th anniversary, Breguet his 250th and Vacheron Constantin celebrates a whopping 270 years of continuous production … but forget the big Swiss brands for a moment. Another brand that is observing this year is Laco. 2025 represents its 100th anniversary.

As we have already written, it is a hard battle that can be seen outside of Switzerland – the fact that a relatively small, independent German watchmaker (and one that has not been based in Glashütte) has achieved an impressive performance. And Laco celebrates on a large scale and gives away 100 exclusive watches over 100 days to commemorate this centenial.

Between October 19 and 26, 2025, Laco will give away 100 watches in a campaign, which they have appropriately referred to as “100 years – 100 days – 100 watches”. The watch in question is called Laco Frieda: A new model that is not available for purchase and can only be purchased via this giveaway. Laco typically names its models after cities or geographical characteristics, so Frieda is a departure from the form.

The name of the watch is actually a reference to a formative figure in Laco's history, Frieda Lacher, co -founder of the brand and one of only a handful of historical founders of female watch. As Laco put it:

The Laco Frieda Special Edition is a classic guard in the flyer style-laco, of course, is known for the watches of its pilot with a idiosyncratic granular red dial, the brand color of which is Red Luco. It has an almost outback -like look and is supplemented by a sandblasted stainless steel cover and a gray leather strap with red. Each of the 100 watches is numbered individually in its fallback, whereby the left side of the watch also contains a memorial engraving from 1925-2025.

So how do you get one of these watches? As the name of the campaign implies, every day from October 19 to 26, one of these Friedas in Laco's own online shop, social media promotions, newsletter activities and collaboration with media partners, bloggers, YouTubers and at selected events is administered. Don't worry: At the Laco website there is a regularly updated online calendar on the Laco website to follow where the next Frieda is given away.

I just think this is a great little initiative. In my opinion, Laco is a rather underestimated brand: in the southwest of Germany in Pforzheim, Baden-Würtemberg, have real historical tool clock clocks and rather affordable prices, a reflection of their use of Swiss and Japanese movements in German-produced watches. Laco did not always have the simplest or easiest story – hardly survived both the Second World War and the quartz crisis and the property that has changed the owner several times over the years before its current, independent incarnation – but it is a brand that deserves more recognition. Hopefully a few free watches on people's wrists will arouse curiosity and popularity.