deLaCour is known as a rare unique watch manufacturer in the luxury jewelry watch world. Alfred Terzibachian and Louai Kuzbari met a jewelry designer, Pierre Cookjeans in 1989. de LaCour provided innovative design and marketing expertise to Swiss watchmakers for about ten years. In 2003 deLaCour founded their own company. Their slogan "Since Tomorrow" expresses the concept of positive modernism, self-expression and refinement. The average sales price for deLaCour is C$6,043.