or exactly 100 years, Laco has been crafting timepieces known for bold design, functional engineering, and uncompromising quality. To this day, the watches from the traditional German manufacturer combine skilled craftsmanship with clean aesthetics and a contemporary spirit – carrying forward the values that have defined Laco since 1925. In celebration of its centennial, Laco is not only marking a major milestone, but also honoring those who have been part of the journey – and inviting others to join. With the special campaign 100 Years – 100 Days – 100 Watches, the brand shares a piece of its legacy with collectors, watch enthusiasts, and all those who feel connected to Laco or are just discovering it for the first time.

Between July 19 and October 26, 2025, Laco will be giving away a total of 100 pieces of the exclusive special edition Frieda as part of its anniversary campaign. These giveaways will take place throughout the campaign period across a variety of channels – including Laco’s own online shop, social media promotions, newsletter activities, and collaborations with media partners, bloggers, YouTubers, and at select events.

A regularly updated online calendar on the Laco website offers an overview of where and when the next watches will be up for grabs. Anyone who doesn’t want to miss out should keep an eye on it – each entry is a new chance to win one of these coveted timepieces.

At the heart of the campaign is a watch created exclusively for this occasion – and not available for purchase. The special edition is named Frieda, a deliberate departure from Laco’s usual tradition of naming its models after cities. With Frieda, Laco pays tribute to one of the key figures in its own history: Frieda Lacher, co-founder of the brand and a symbol of the entrepreneurial spirit, determination, and grounded pioneering mindset that continue to define Laco today. In 1925, when women were rarely seen in business leadership roles, founding a company was anything but ordinary. It was a bold move – a sign of true strength and vision that still resonates a century later.

Frieda is strictly limited: only 100 pieces will be produced – one for each year of Laco’s history. Each watch features an individual serial number engraved on the case back. Designed in the classic type A style, the dial reflects a layout that has defined the look of Laco pilot watches for decades. It features a finely textured surface and a subtle red tone – a nod to the signature color long associated with the brand. The case also incorporates familiar design elements: its dark sandblasted finish lends the watch a functional, authentic appearance while emphasizing its deep roots in aviation heritage. A side engraving with the years 1925 – 2025 visibly marks the historic significance of this special edition at first glance. With an estimated value of around €500, Frieda reflects not only its exclusivity but also Laco’s unwavering commitment to quality and attention to detail.