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.
Advertisement
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.
Advertisement
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.
Advertisement
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.
Advertisement
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.
Advertisement
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.
Advertisement
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.
Advertisement
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.
The photos in this article are really beautiful.
The strap really completes the package 🙂
What a beautiful timepiece. Love the color combo!
Love the dial! Overall cool design!
Beautiful watch with a more beautiful history! A special timepiece indeed in memoriam of Frieda!
Me encanta ese reloj
I love this Design 😍 i would be sooooo happy to win this one!
😍😍😍
Such a beautiful watch! It would be so so amazing to win one 😍 Happy birthday Laco!
I really like the color of this watch. I hope they release a model with a textured dial for sale.
I would love to wear this piece of history <3
The history of Laco got me so hooked – really dreaming of owning one of this beautiful pieces! 😍
@Calibre321, looking at the Standard line of watches, which Laco do you favour and why?
🙂
I am just in love with my Augsburg 42mm Blaude Stunde!
My first automatic watch was a flieger (Fortis). I have always liked the instant readability of these dials.
I would be very happy to win this Laco Frieda.
Happy 100th years anniversary to Laco !
Great looking piece from Laco. I like the way they nicely tie their history into the watch
Love the watch, fingers crossed for the competition!
What a fantastic color ! Love it
Looks very good with that textured dial!
Looks very good with this textured red dial!
waw amazing, best luck!
Happy Birthday, Laco!
Fingers crossed, I’d love to have that Frieda edition ❤️
I really love the idea of a giveaway to celebrate a 100 years of Laco, the only bad part is if you don’t get to have one 😂😅
I really love the idea of a giveaway to celebrate a 100 years of Laco, only bad part is if you don’t get one 😂😅
True… there can only be one winner😉
It really has my attention, maybe they’ll release more colors like this red for their basic pilot series, like the special editions they released through 10ten labs
It certainly appears to be a popular choice. Cheers!
Congratulations on LACO’s 100th anniversary. The aligned red dial on the Type A Flieger is beautiful.
Sometimes simplicity is the best policy
I love the unique red dial as a different style from their typical designs!
It was an inspired choice
Cool watch!
Agreed 👊🏼
The texture on the face is awesome!
That soft pebbling is very well done. Cheers
That’s a beautiful red dial with a great texture!
Agreed 😉
The dial texture and colour are quite unique. I hope they will make a non-limited issue later on.
Such a Beauty
Love the texture on the dial
Always thought they looked best in black but my that red is stunning!
Congratulations on LACO’s 100th anniversary.
I just recently came across these watches and I love their look. Clean and simple, but elegant. I can’t wait to own one!
What a wonderful watch for Laco’s anniversary!
Nice watch🔥
Real cool watch. Bit of a bummer there’s no B type one, but maybe for the 200th anniversary. Not sure if I’ll be alive then though.
Lol. You can always hope… maybe 125?
Wow
Beautiful timepiece! Wish to have one 🙂
Thank you for the Giveaway and Congrats to Laco for turning 100 years. Love the designs.
Truly fantastic watch, which retains its historic flieger spirit, combined with a truly successful color scheme! Congratulations Laco!
If I win the prize, I’ll wear the Laco Frieda on my next solo flight across the Alps, where the crisp air, endless horizon, and roar of the engine match the bold spirit of Frieda Lacher herself. It’s not just a watch, it’s a tribute to pioneering courage, and I’ll wear it every time I chase the sky.
That would be something to see!
The Laco FRIEDA looks very cool and wish to see it on my wrist! Love it!
I hope they sell this after the giveaway. I love the dial color
Amazing watch. Beautiful DIAL. Just love it.
Lovely watch! I think it would look great on a black strap.
Great Color Combination. Red is the new black.
Great initiative! Looks like a beautiful watch. Well done, Laco!
What a color combination. Red is the new black.
Stunning timepiece! Hope to win the giveaway!
Not just a milestone for the brand, but a beautiful timepiece — I love the way those colors come together.