Roger Federer’s third Wimbledon victory (or his new haircut) may or may not have had anything to do with it, but Maurice Lacroix is celebrating its 30th birthday with some impressive sales figures. Here is a company that has undeniably upped the ante in the last five years, investing heavily in improvements to its workshops in the beautiful Jura mountains, expanding its high-end Masterpiece range, and earning a reputation as an industry leader in case production in the process. Not to mention rubbing shoulders with handsome tennis players. Whatever would the eponymous watchmaker think of it all?