By 1980, Maurice Lacroix had become so successful that the facility in Saignelégier ceased production for third parties. In 1989 Maurice Lacroix acquired the casemaker Queloz S.A., also based in Saignelégier. This ability to produce watch cases in-house makes Maurice Lacroix unusual compared to other luxury watch companies.

During the 1990s, Maurice Lacroix experienced a "rocket-like ascent" with the launch of their high end "Les Mécaniques" line, later renamed the "Masterpiece" line. During this time, the company elevated itself to the high ranks of Swiss watch manufactures, by both maintaining traditional 'Swiss watch-making art' and by creating their own movements for its Masterpiece Collection. During the 1990s, it penetrated several Asian markets and, in 1995, it expanded in the United States.

As of 2010, Maurice Lacroix, has a total of approximately 220 employees worldwide, and is represented in around 4,000 shops in more than 60 countries all over the world. By 2011, the Swiss holding company Diethelm Keller & SiberHegner owns the majority shares of the company.