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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Happy anniversary Laco! Hope to win that beautiful timepiece!
In love with the color combo here with Laco. It truly stands out and is a great showcase for the 100 year anniversary.
Love the dial
Absolutely love this one! I have an Aachen 42, and would love to add this to the collection! Awesome history from Laco.
A number of great pieces in the Laco stable
The dial looks amazing I wish it was for sale.
I hope the colour is something they consider for other watches moving forward
Ya I agree I saw it on their site and was wondering how to get it instead I got more info on this page… btw nice info on this site
Il colore mi piace moltissimo e considero questa di Laco una bellissima iniziativa per festeggiare i suoi 100 anni
Can’t leave my eyes off this watch. So intrigued.
Happy anniversary … looking forward to the next 100 yrs!
I would wear the Laco Frieda: day and night 😉
Best of luck!
Ese reloj es espectacular
That shade of grey on the case is mint.
The watch looks fantastic. Hope to be in the draw with this comment…
Best of luck!
Fantastic looking watch!
Love the shade of red on the dial 😍
Absolutely
An excellent rendering of the brand colours
Wonderfull Watch:). Absolutly stunning craftmanship
The red dial sure looks amazing, love Laco !
Great brand with a storied history
Texture of the dial looks stunning !! Pls be my lucky giveaway :)))
Good luck to you!
Great looking watch from Laco. I especally like the red dail.
Glad to hear it!
In my opinion the red dial is pretty, even better then the glowing dial of a Venedig
The Venedig is a very cool, stark white. But I do love this muted red tone👌🏼
I want the watch.
You… and many others! Best of luck👊🏼
Would love to win one of these beauties… 🙂
Great
If this dial can be had on the Stuttgart 37, it would sell out in under a minute.
No doubt!
What a beautiful watch! Pilot and military watches have always had a special place in my heart!
Laco giving away 100 watches? My casio f-91w just had a panic attack. 😁
Lol😁
It Laco’s birthday, but *we* get the presents.
At 42mm this would have quite the presence on my smallish wrist, but, eh, nothing wrong about that with a flieger.
This is one of the most unique yet simple time pieces I’ve seen in a while.
giveaway alert
Nice clean design!
Wow! Laco 100. Beautiful and elegant! Thanks for sharing thecalibratedwrist.com
Laco celebrates 100 years history and produced an amazing beautiful watch.
Beautiful watch
Fingers crossed 🙂
Also, forgot to say, that red dial is stunning :O
Lol😉
This is like an awesome watch. I am really into the dial. Hope to get this one ! 🙂
Good luck to you!
That watch got an awesome dial. I would love to have this one! ))
I wish you good luck!
I’m entering the giveaway! I’d love to get this watch, I love the dial!
Good luck, and thanks for stopping by
Would love to see this on my wrist 🙂
Best of luck!
The watch looks amazing! I would love to have this one!
The dial is absolutely gorgeous. Laco has out done itself with the Frieda. They are definitely a bit of a hidden gem. I would love to enter for a chance to win this great piece. Well done Laco!
I would definitely love to enter this contest!
100 years, Laco! Strength, precision, and legendary German precison and craftsmanship in every tick. Your watches don’t just tell time, they make history. Timeless today, iconic forever!
Beautiful dial!
amazing dial, love to enter this contest
Unique, one of a kind watch that is also timeless! Thank you for the detailed article, I am so impressed with trailblazers like Frieda who made it possible for us to enjoy 100 years later! It is a true testament to high quality and her legacy lives on. Laco watches are the best!
Laco’s Centenary Celebration
This auspicious occasion is commemorated with a grand celebration, marking the 100th birthday of Laco.
Mrs. Frieda Lacher would be immensely honored to receive such a distinguished recognition.
The exquisite celebration watch is a testament to the exceptional quality of the event.
Congratulations on this remarkable achievement.
Love the colour of the dial and how it fits the black case
Love the combination of the red dial and the black greyish case. The perfect autumn/winter watch
A great watch! looks Stunning too!
Great dial, looking forward to win one of the 100 Laco watches
Absolutley love this watch, beautiful design!
Great watch! Thanks for the article!
Most welcome
Lovely watch!
Congratulations to Laco on 100 years of timeless craftsmanship. The Frieda edition is a beautiful tribute to Frieda Lacher and a century of passion, heritage, and innovation in watchmaking!