by Brent Robillard
A century of watchmaking. A tribute to its co-founder. And 100 chances to win the exclusive Frieda.
This summer, Laco isn’t just celebrating a milestone—it’s opening its arms to the community that helped make the journey possible. The German brand, best known for its historically inspired pilot’s watches, turns 100 years old in 2025. And to mark the occasion, they’re doing something special. Something bold, inclusive, and delightfully unexpected.
Between July 19 and October 26, Laco will be giving away 100 limited-edition watches, each named Frieda, as part of the campaign: 100 Years – 100 Days – 100 Watches.
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Let’s be clear—this is not a raffle or a promotion to boost sales. The Frieda cannot be bought. It will not be available for purchase through any channel. The only way to own one of these centenary timepieces is to win one. Giveaways will be held across Laco’s official site, social media platforms, newsletter campaigns, and through select media partners and content creators—including my own @calibre321.
It’s an unprecedented initiative, and I hope enthusiasts around the world rally behind it.
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Meet the Frieda
If the name catches your attention, it should. Departing from Laco’s traditional practice of naming watches after cities, Frieda honours Frieda Lacher, one of the company’s original co-founders. At a time when women rarely held leadership roles—let alone started companies—Frieda Lacher stood alongside Ludwig Hummel to launch Lacher & Co. in 1925, laying the groundwork for what would become one of Germany’s most respected watchmakers.
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The special edition Frieda is limited to just 100 individually numbered pieces—one for each year of Laco’s history. And while the watch is not for sale, it’s no throwaway prize.
Built in the brand’s classic Type A pilot format, the Frieda blends historical elements with contemporary design flourishes. Its finely textured dial is rendered in a subtle, rich red—a nod to the accent colour long associated with Laco. The dark sandblasted case gives the watch a purposeful, tool-driven presence, reminiscent of the brand’s aviation roots. On the side of the case, the years 1925–2025 are engraved as an ever-present reminder of what this watch represents.
A numbered case back and estimated value of $590 USD reflect both its exclusivity and Laco’s commitment to accessible, high-quality craftsmanship.
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How to Win
Starting July 19, the brand will publish a live calendar on laco-watches.com highlighting where and when each giveaway will take place. The platform might change each time—from a newsletter signup, to a live event, to a giveaway hosted on an enthusiast’s Instagram account. That means multiple chances to win, and a great excuse to stay plugged into the global watch community.
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You can be sure I’ll be part of the celebration, too. Follow @calibre321 (me) on Instagram for your chance to win one of the 100 Frieda watches and take part in what promises to be one of the most generous and authentic watch launches of the year.
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Why It Matters
In an industry so often focused on exclusivity, Laco is choosing generosity. In a year where many brands will celebrate anniversaries with expensive reissues and marketing-heavy campaigns, this one stands out. It’s humble. It’s human. And it honours the past while investing in the people who will carry the brand into its next century.
Happy 100th, Laco. Here’s to the next hundred.
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About the author
Brent Robillard is a writer, educator, craftsman, and watch enthusiast. He is the author of four novels. You can follow him on Instagram.
Other Watchy Bits include op-ed pieces and articles of general interest. We’d love to hear your opinion in the comments section below.
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Such an Lovely Watch. I have the 75th Edition and that one would be an amazing addition
That would make an excellent collection
I’d love to buy one if it was for sale. Lovely watch
Excellent looking watch I’ve been wanting to pick up a laco flieger watch for a while!
Love the red dial
Really nice watch!
A tremendous watch.
Such a beautiful watch!
Nice wrist watch the Laco Frieda…
Very beautiful watch and good company
The dial is pretty awesome
Beeindruckende Geschichte und eine sehr schöne Uhr.
What a beautiful time piece… I hope I can win it.
This is a sweet dial for the flieger!
I love the entire Laco collection. Just beautiful watches.
Sehr schickes Teil
What a beautiful warch.
Super cool watch⭐️
A cool red flieger and a good way to call out Frieda Lacher’s co-founding of the company.
Schöne Uhr da würde ich mich riesig freuen wenn ich sie Gewinne.
I own 2 Laco watches and both are regularly on my wrist. Great watches and I look forward to seeing what they do over their next century.
Laco beweist, dass Verbundenheit zu den Wurzeln und Weiterentwicklung kein Widerspruch sind.
Möge das Los-Glück mit mir sein!
Laco proves that connection to one’s roots and further development are not contradictory.
May the luck of the draw be with me!
Well said
Agreed. Wonderful story and piece
What a stunning watch! It’s a phenomenal looking pilot watch. I would be pleased to have this comemorative timepiece in my collection. Huge iniciative by Laco!
It’s a very good looking watch, simple and original. The color and texture of the dial kinda remids me of sandpaper
Amazing watch. Love the textured red dial, sandblasted finished and grey strap. Fingers crossed 🤞🏼
The strap is a perfect choice
I would be so happy to win one of these beautiful watches 😍 i absolutely love it!
Such a beautiful watch! The winner will wear it proudly!
I’m sure they will
what a beautiful watch
Adoro Lavo per design e storia, sarebbe fantastico avere in collezione con questo bellissimo modello. Adoro il suo quadrante e l’accostamento al colore della cassa. Bravissimi!!!!!
The combination of the red dial on a grey strap is lovely!
Definitely love the grey strap and that red stitching
This is a phenomenal watch… 100 years of history! People have been missing out on Laco!
A great piece that I think would stand out in anyone’s collection. I appreciate the tribute to Freida Lacher.
I like this watch. I wish I will be the winner.
Best of luck!
That’s a special watch any Flieger fan could hope to win! Cross my fingers…
Good luck!
Laco has been telling a quiet, powerful story for 100 years — one of pure form, perfect minimalism, and craftsmanship that stands the test of time. These are not watches that follow trends; they define timelessness. When I ordered mine for my 44th birthday, it wasn’t just a gift — it was a moment of connection to something lasting, something real.
In a world that moves fast, Laco remains a symbol of calm and consistency. I’m proud to begin my journey with them during their centennial year — because some things don’t age, they evolve. Laco. 100 years. Still in time.
Very well said. Thanks for that🙏🏻
Laco has been telling a quiet, powerful story for 100 years — one of pure form, perfect minimalism, and craftsmanship that stands the test of time. These are not watches that follow trends; they define timelessness. When I ordered mine for my 44th birthday, it wasn’t just a gift — it was a moment of connection to something lasting, something real.
In a world that moves fast, Laco remains a symbol of calm and consistency. I’m proud to begin my journey with them during their centennial year — because some things don’t age, they evolve. Laco. 100 years. Still in time.
Beatifull watch!
I really like what Laco is doing here. Naming the watch after Frieda Lacher and giving away 100 pieces feels like more than just marketing — it’s a brand honoring its roots. I’ve been drawn to vintage military tool watches because they were built to be used, not shown off, and that’s the kind of history I’m trying to learn from as I get deeper into horology.
I don’t have the budget for hype pieces, I’m just restoring old Omegas and Longines and trying to keep the craft alive. Seeing a company give back like this makes me respect them even more.
Love that texture, would buy one for sure
Good luck to everyone!
Stunning piece good luck
Lovely Laco Frieda! wish good luck!
beautiful color, I would wear it with pleasure
Great watch, very lovely
I would definitely buy one if it was for sale, as it isn’t I’ll just try my luck (everywhere where it is being given away)
Can’t wait to see who wins that lovely watch!
An excellent way to celebrate there centennial!
Lovely watch!
This is one of the most beautiful watches I have seen in a long time, what an absolute banger. Laco really nailed it on that one, please send one here in Japan! 🙂
This is one of the most beautiful watches I have seen in a long time, Laco really nailed it on that one. Please send one here to Japan! 🙂