Respectfully Irreverent

Behind H Moser & Cie’s rebellious attitude is some seriously accomplished watchmaking.

- Wei-Yu Wang

IN AN INDUSTRY ruled by dignity and tradition, H Moser & Cie stands out as a rebel not afraid to make pointed, provocative statements and outrageous timepieces. Its Swiss Alp Watch collection, for example, consists of rectangular timepieces that bear a suspiciously striking resemblance to a certain iconic smartwatch. Other memorable pieces include Nature Watch, which was festooned with living plants that needed water and light, and Swiss Mad Watch, crafted out of actual cheese.

But these antics have purpose. Swiss Mad Watch was, for instance, a response to what the brand believed was insufficient standards set for the Swiss Made label, while Nature Watch was a statement on environmental sustainability and responsibility. Other ventures, such as the series of videos supporting the Pioneer collection, take sarcastic aim at established industry advertising.