H. Moser & Cie. Swiss Alp Watch Launch

Ornatus-Mundi · 2016-01-07T00:15:48Z

Explore H. Moser & Cie.'s 'Swiss Alp Watch,' a bold mechanical response to the Apple Watch. This 2016 launch sparked debate on tradition vs. tech, market threats, and Moser's unique strategy.

Ornatus-Mundi

WPS member · Horological Meandering forum

53 replies12861 views0 photos

Ornatus-Mundi's post from 2016 captures a pivotal moment in watchmaking: H. Moser & Cie.'s audacious 'Swiss Alp Watch' launch. This article explores the brand's provocative response to the burgeoning smartwatch market, a move that sparked considerable debate and solidified Moser's reputation for challenging industry norms. Ornatus-Mundi's initial report provides essential context for understanding this significant event in modern horology.

53 collectors discussing this on the WatchProSite forumJoin the Conversation →

There is a very remarkable press release, excerpts here:

"With more than 6 million units sold in 2015, producing a turnover in excess of 6 billion dollars, the smartwatch market exploded in the past 12 months, driven by the giants of the electronics industry. With R&D budgets of more than 8 billion dollars, a figure higher than the turnover of even the largest Swiss watchmaking group, the market leaders have barely begun, and they will once again revolutionise this market and change consumer behaviour. Faced with the threat of these heavyweights, there are a number of ways a Swiss watch company could react. They could do nothing, the course most watch brands are adopting; they could take a short-term, opportunistic approach to combine tradition with technology, or, lastly, they could fight for the values underpinning the reputation of several centuries of Swiss watchmaking. This last path is the one that H. Moser & Cie. has decided to pursue, and the Swiss Alp Watch is the symbol of this fighting spirit."

"As the challenge of the smartwatch emerged, it threw Swiss watchmaking into turmoil. However, the complete lack of a response from most market players is remarkable in itself. Doing nothing and waiting for the threat to pass is certainly a dangerous course, but it is less offensive to Swiss watchmaking than the opportunists’ approach of combining traditional, high-end watchmaking with already-obsolete technology such as connected bracelets, NFC/RFID chips and other outmoded interfaces. These attempts are bound to fail, due to the lack of resources, vision and a captive market. The future of Swiss haute horlogerie will be bright, provided it continues to innovative and be creative, while focussing on its inherent values of quality and tradition."

"'... Today, H. Moser & Cie. launches the Swiss Alp Watch as a statement of this new challenge and to prove that traditional mechanical watchmaking has a future, and it is, in fact, the future. It is much more than a watch for us. The Swiss Alp Watch is symbolic. It represents our resilience, our ferocious desire to fight for our values and traditions. It embodies everything we believe in', explains Edouard Meylan."

Please read the entire press release posted up in NEWS - simply click here !

Interesting times, very interesting times indeed!

Magnus

Key Points from the Discussion

The rise of smartwatches poses a significant threat to traditional Swiss watchmaking, particularly as younger generations (Gen Y and Millennials) show less interest in mechanical watches compared to older collectors.
H. Moser & Cie.'s 'Swiss Alp Watch' is aesthetically pleasing, featuring a fume dial, distinctive case, square movement, and kudu leather strap, making it a desirable product in its own right.
The 'Swiss Alp Watch' shares case similarities with the Apple Watch, but intellectual property claims are unlikely given that the Moser watch is mechanical, not smart, and Moser had rectangular watches pre-iPhone.
The notion that new generations are 'not at all' interested in mechanical watches is an overstatement; while interest may be lower, the market for accessible luxury brands like Rolex and Omega remains strong among younger buyers, often as status symbols or gifts.
H. Moser & Cie., as a relatively small but vertically integrated brand, faces challenges with marketing budgets and economies of scale, making strategic 'noise' like the Swiss Alp Watch crucial for awareness.
A significant portion of new luxury mechanical watch buyers are Chinese, and a downturn in the Chinese financial markets could impact Swiss watch exports, though strong brands are better positioned to weather such fluctuations.

The Discussion

amanico

Jan 7, 2016

How can a lover of fine horology or mechanical watches be tempted to sell his watch to go for an Apple watch? A mechanical watch is a life style, a passion, an Apple watch is a different life style. It may be fun, it may be useful, but it is a totally different playground which cannot compete with the world of horology. With this ad from Moser, it is marketing against marketing. Funny, amusing, smart, but exagerated. Like marketing is, too often. Best, Nicolas

Luis6

Jan 7, 2016

According to Moser, only 50 pieces of this "Swiss Alp watch" will be made, so I see this model as an intriguing response to Apple watch from a vanguard of traditional mechanical watchmaking, in a serious yet humorous way. Cheers, Luis

rnaden

Jan 7, 2016

And I like the idea behind building something to make it relevant, but getting too close to the design and look of something some else owns, that's not very nice.

moc

Jan 7, 2016

from a brand based on the refined product to another storytelling exercise....boring at its best. How to demolish the reputation of a brand,from sapphire watches to cheap marketing.... The chance of me getting a Moser these days?"VERY RARE"........

MTF

Jan 7, 2016

Richard, We can see similar (if not identical) watch cases with wire lugs in horology museums across Switzerland (G-P, Patek Philippe, Chopard, MIH). The dial is a true representation of traditional watchmaking rather than an electronic rendering. I guess Moser is saying: "Get a real watch; it looks better real." Regards, MTF

Arie - Mr Orange

Jan 7, 2016

I would call this typical British humor. Building a mechanical 'Apple' watch. Brilliant! Respect Moser, respect. This brand is getting higher and higher on my ladder of esteem. Just take a good look at what they are doing. They have got a very complete and diverse line up. Classical with a twist Small Seconds fumé dial Classical yet innovative lay out Perpetual Calendar Classical Endeavor Small Seconds Bryan Ferry H. Moser & Cie. A company to watch?

Continue the conversation

This thread is active on the Horological Meandering forum with 53 replies. Share your knowledge with fellow collectors.

Join the Discussion →

Key Points from the Discussion

Continue the conversation

More from this Forum