Even this year H. Moser & Cie has decided to blow everyone away.

In fact, the Schaffhausen maison continues the tradition of associating its elegant timepieces with excellent mechanics with a subtly 'provocative' marketing strategy aimed at enhancing their creations and emphasizing their 100% Swiss Made production to the motto. #MakeSwissMadeGreatAgain !

In 2016 he surprised everyone with the refined "Swiss Alp watch”, Created in terms of design along the lines of the well-known smartwatch Apple Watch, revisiting it in a Swiss key. The result is a watch with a contemporary and captivating design, whose mechanics are nevertheless faithful to traditional watchmaking.
A year passed H. Moser & Cie in response to the new Swiss legislation that set the 60% of the components required to be able to consider a SwissMade watch, gives life to the "Swiss Mad Watch": a clock "100% Natural and entirely Swiss" thanks to case made of real Swiss cheese (Vacherin Mont d'Or) mixed with an innovative material. The smoky red dial, characteristic of many H. Moser models, evokes the Swiss cross with the help of the white indexes and obviously the strap is also in cowhide…. Switzerland, of course.


On the occasion of the #SIHH2018 H. Moser & Cie he wanted to relaunch the challenge and continue to provoke the sector with the classic irony that has characterized his previous initiatives. 

As? By creating the "Swiss Icon Watch”, A unique piece capable of 'paying homage' to the iconic timepieces of yesterday and today by blending their distinctive characteristics. The result, we admit, has left us quite perplexed in terms of design. The harmony and elegance that distinguish the maison are far from this timepiece. On the technical side, however, H. Moser & Cie shows all its savoir faire in the caliber HMC 804: double flat spiral in PE5000 (paramagnetic aluminum) and a flying touribillon with skeletonized bridges protagonist of the dial Funky Blue thanks to the window at 6 o'clock.


In reality, more than a real tribute, it would seem a criticism of the entire sector on the inability to go beyond icons. Also because the provocative nature of this initiative did not stop at the clock alone.

"Many brands, even historical ones, create and produce nothing but replace substance with artificial advertising to remain relevant"

In fact, the media launch of the "Swiss Icon Watch", Was accompanied by a promo video - then withdrawn, ed in which the Schaffhausen maison 'mocks' them marketing strategies of the Swiss watch industry, highlighting the contradictions about investments in testimonials and 'questionable' events to the detriment of the final product and its effective price.

All this - it must be said - without sending them to say the motto of "Stop the marketing bulls # *!”At the end of the video.


Unlike the irreverence and humor that have characterized the previous 'provocations', the latter - with a decidedly more decisive tone - was not taken with goodness by everyone, especially among the workers. And it is perhaps for this reason that after a few days the CEO of H. Moser & Cie has decided to forward a press release announcing it stop to the promotion and charity sale of the Swiss Icon Watch.


Dear friends of H. Moser & Cie,

Nobody said #MakeSwissMadeGreatAgain was going to be easy ...

You may have noticed that we have stopped our promotion campaign for our Swiss Icons Watch.
While our goal was to pay homage to the great founders of our beautiful industry and to warn against certain practices of others, the message has sadly been misunderstood at times.

Therefore, Swiss Icons Watch will no longer be presented and will not be sold to raise funds to support the education and training of young Swiss watchmakers.

But fear not, we still have a number of surprises to share with you next week at SIHH.

Best regards,

Edouard Meylan

CEO H. Moser & Cie.