Innovation
AnthonyTsai introduces H. Moser & Cie.'s provocative 'Swiss Mad Watch,' a unique piece crafted from Swiss cheese and cowhide, designed to protest the revised 'Swiss Made' label. This post delves into Moser's stance on Swiss manufacturing standards and the brand's bold decision to forgo the label on future watches.
H. Moser says this Swiss Mad Watch is 100% Swiss Made. They are making this watch in protest to the new "Swiss Made" label revised on Jan 1st to require 60% of components in a watch to be of Swiss origin.
H. Moser watches are, in general, 95% Swiss and they say this mere 60% requirement is too lenient. And so, they will no longer be adding the "Swiss Made" label to their watches starting in 2017.
The case is "real Swiss cheese as a base material, a Vacherin Mont d’Or médaille d’or, added to an innovative composite material, itr2©, then machined and polished with the H. Moser signature finishes" which probably makes this the first watch made out of cheese? 
The strap is Swiss cowhide, and the dial is red fume which is color of Swiss flag.
I'm not sure what to make of this watch either like the Corum STOP Bubble watch... Anyone going to buy this watch as a daily beater? It's a unique piece so grab it while you can LOL
Cheers,
Anthony
And I would cynically guess that the biggest brands will take advantage of this loose standard. I like Moser's style, literally and figuratively, a lot. Can you imagine if food were allowed this kind of standard? Organic food can be 60% organic, 40% GMO. Absurd. Or can you imagine fine art, novels, sculptures ? 60% created by the named artist? 40% ghost-written, ghost-painted, ghost-sculpted? I understand that China has made its way into everything manufactured, and that it is different than a b
watch This campaign certainly will generate lots of talks even controversy like the Swiss Alp watch did. Personally I like the way they send out a message with a sense of humor. It's also good to know that the proceeds of the piece unique will be used to set up a fund for supporting independent Swiss watchmaking.
LOL love that video they made!
and their constant trials to be talked about (for lack of better words ). The means they use to promote themselves seem to me as those of a four year old. Or worse- a youtuber. Sorry for these harsh words, their watches are nice, but the people who promote them... I met some of them at a watch exhibition and they were one of the most stuck up and impolite people I've ever met. Ondrej
whom are among the most friendly and professional ones I've ever talked to and dealt with. As for their media campaign, I'm sure they know it won't be everybody's cup of tea, and mixed response is expected. Personally I found it lighthearted. Have a good day. Luis
I was 16 when I bought the rock watch.... I absolutely loved it and it was the next step after my swatch love I guess it was the start of this passion It was a Quartz and costed 220 euro.... an expensive watch when I was 15-16
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