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.
Please understand that using any links to products on this site may result in us making money.
Congratulations to Laco on its 100th anniversary.
May the military aviation legacy continue forever, spanning generations. May it continue with its robust and sophisticated models, with excellent Flieger finishes.
I dream of owning one of these Frieda editions.❤️🇩🇪❤️🇩🇪❤️🇩🇪❤️🇩🇪❤️🇩🇪❤️🇩🇪❤️🇩🇪❤️🇩🇪❤️🇩🇪❤️🇩🇪❤️🇩🇪❤️🇩🇪❤️🇩🇪❤️🇩🇪❤️🇩🇪
Best of luck to you in the giveaway!
Hopefully I can get one! Love the design
Best of luck!
Happy birthday! Truly amaizing classic! your new fan !
Cheers!
What a beauty!
A fitting tribute for 100 years. Cheers!
I like they are doing textured dials as well now!
Gorgeous watch! Congrats to the lucky winner 🙌
happy birthday!! Greetings from Mexico
HBD to Laco!
A realy beautifull piece created by Laco.
Got myself a Leipzig some weaks ago, after having an eye on it for years. The build quality is just impressive!
They are very good watches at a competitive price point. Cheers!
Laco is seriously underrated!! I hope they keep releasing other watches with a similar dial texture and color because it’s gorgeous.
Agreed. Cheers!
What a beautiful watch from a classic company.
We couldn’t agree more. Cheers!
Dial is beautiful on this.
A colour they have never used before, but a great choice. Cheers!
Happy birthday! truly amaizing classic ! your new fan !!!!!
I’ll pass along the wishes, lol. Cheers😉
Beautiful piece of Laco I love that color of dial ❤️ Happy 100th anniversary Laco 🎉 Karlsruhe Pro is still my daily watch 😄 I hope Frieda edition will be the new friend of my Karlsruhe lol
Thanks for the feedback! And best of luck😉
I’ve always wanted a Red Dial watch, and I love Laco for various reasons, so I’m hoping to win one!! It’s a beautiful piece!
I think it is a beautiful shade of red. Good luck!
Trying to get a laco for my soon to be pilot graduate friend to celebrate
A great choice, for sure. Best of luck!
I’m daydreaming about being gifted with one of these 100 wonders that Laco is providing to aviator watch lovers. I really hope to be one of the 100 lucky ones. Thank you to the entire Laco team, and congratulations on your 100th birthday.
It’s a huge milestone and a real gift to the fans. Cheers!
It’s a dial that seems to contain their passion and sincerity. Happy 100th anniversary, LACO!
Great observation. Cheers!
Beautiful red dial. I own a Sinn UX, love german watchmaking, Laco makes such clasic pieces.
Both strong brands. Cheers!
A wonderful brand with a rich history. The Frieda is a modern classic!
I’m glad you like it! It’s a great rendering of the flieger.
Happy anniversary to LACO this is a great campaign idea.
A great tribute to their fans. Cheers!
Let go of my Laco!
Best of luck!
I would love to win a Laco watch for my 41st birthday. Good luck!
Good luck to you… and Happy Birthday 😉
Nice!
Usually I’m not a fan of colourful watch dials but the combination of the red dial, case, and strap looks amazing.
I think the muted red next to sandblasted steel is stunning.
Laco turns 100. This is a beautiful watch, I love the red dial, a subtle new take on a historic timepiece.
Agreed. It’s a fitting watch to celebrate the milestone.
El Frieda es realmente espectacular. Muy hermoso.
Un homenaje realmente apropiado para este centenario.
Beautiful watch
Agreed. Cheers
The red matte dial of the Laco Frieda is both captivating and refined. I own a Laco Kilimanjaro, and I always enjoy its cool, classy vibe whenever I wear it. Wishing Laco many more years of watchmaking excellence! I’m also excited to subscribe to The Calibrated Wrist and look forward to exploring the great content here.
Great to have you aboard. And thanks for the positive feedback. Cheers!
Very nice!
Glad you approve!
Happy 100th Laco! Love this dial and sandblasted case.
The case is classic Laco👌🏼
Cool timepiece, unusual dial.
The tone is a representation of the brand colours👌🏼
Love to see brands like Laco still on the market – especially as German watch brand. They have such a history and competition is huge these days.
I am certain it is not easy to pilot a brand with 100 years of history.
Happy birthday, Laco.
Cheers
It’s nice that a german company even produces watches at Laco’s price point.
So true. Some strong offerings at competitive pricing.
Good luck with the giveaway everybody
And to you!
I’ve always wanted a Red Dial watch… and I love Laco for various reasons, so I’m hoping to win one!! It’s a beautiful piece!
Best of luck!
How many Fliegers in my watch box is one too many? 😀
I recently bought my 1st Laco – Aachen 39 – and absolutely loving it ❤️ Frieda looks amazing and it’s even more amazing how Laco give it away 😊 Yes, it’s not easy to have one but whoever will be lucky to have it will feel special each time they wear it 🤩 Happy 100th birthday Laco 🎂
It’s a real treat for fans. Good luck to you.
Wonderful pilot watches designed by Laco. I love all pilot series.
One of the five originals!
Good luck
And to you!
The grained dial looks sweet!
It is especially well.done in that subtle red👌🏼
I have always admired the long-standing history of a watchmaker like Laco, especially since it was among the brands that produced timepieces for pilots during the World War. Nothing could be greater than having the chance to own this 100th anniversary masterpiece. Congratulations to Laco, and thank you as well for your article.
Truly a brand with a rich history, especially in aviation. Cheers and good luck!
Very nice piece, I hope I will win one, already bought accessories in their shop to take part in the draw…
The photos alone are so captivating, but the article was such a good read. Good luck with the giveaway robi 🫶🏽
Happy birthday to the brand and appreciate the founder Frieda! I have always been a fan of Laco and hope for a chance to win this extraordinary time piece!
The Laco Frieda is a very beautiful watch with great value for money. The promotion is very generous of Laco. Congratulations on the anniversary and thank you very much. Cheers from Germany
100 years stand as a testament to Laco’s proud journey – a brand that once accompanied legendary pilots in history. For a watch enthusiast like me, this anniversary edition is truly a dream come true. Congratulations to Laco, and thank you for this inspiring article
Love this watch <3
Wonderful watch for Laco anniversary!
This is a charming way to celebrate and I’m sure it will attract many new fans.
A great brand with great watches from a long heritage! I really enjoy my current Karlsruhe Pro, and I hope that Laco keeps making watches others will love for another 100 years
Red dials are having a big resurgence lately, this one is done really well! Congrats to Laco on 100 years.
A great campaign – and a great watch anyway!
Really appreciate Laco for celebrating their anniversary in such a generous fashion. Shows what the brand is about and how customer focused they are. Cheers to the next 100, congrats Laco! 🥳🥳
Good luck to everyone!!