UPDATE: H. Moser Retracts Swiss Icons Watch

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UPDATE: H. Moser Retracts Swiss Icons Watch

Post by Racer-X » January 10th 2018, 8:45pm

UPDATE: Retracted by H Moser - see post below:
viewtopic.php?p=416634#p416572
____

Video is brilliant.

by Brice Goulard "H. Moser & Cie. does it again with the Swiss Icons Watch…! Yes, it is a mess. Yes, it looks terrible. No, it is not a joke and it does really exist. But indeed, it is again a brave move from the brand. Early 2017, Moser decided to remove the “Swiss Made” inscription from their watches and coincidentally they launched the Swiss Mad Watch (100% Swiss, including the cheese case). Now, the brand again wants to make some noise and to point what they believe to be the watchmaking industry’s main issue; the lack of creativity and the overly-present marketing."

Moser CEO Edouard Meylan says, in a statement accompanying the release, that "Many brands, even historical ones, create and produce nothing but substitute substance with artificial hype to stay relevant. Reinforcing their efforts with prestigious events and paying ambassadors who have no links to watchmaking; these tactics are just artifice that serve as smoke and mirrors. It's all about who has the longest history, the most famous celebrity ambassador, or influencer with the most followers. Their efforts are in vain, the essential lies elsewhere: with the product." The watch will be auctioned after the 2018 SIHH, and proceeds will be donated to the Fondation pour la Culture Horlogère Suisse, to "support apprenticeships in the watchmaking professions and to safeguard expertise in the related watchmaking arts and crafts."

Article at Monochrome


"Introducing the H. Moser & Cie. Swiss Icons Watch. A tribute to the visionaries of watchmaking, before they were replaced by marketers."
Last edited by Racer-X on June 6th 2018, 7:05pm, edited 12 times in total.
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Re: H. Moser & Cie. does it again with the Swiss Icons Watch

Post by MKTheVintageBloke » January 10th 2018, 10:33pm

Well, they meant it to look like a complete and utter crock of shit, and they certainly succeeded at that. Their interpretation of the marketing strategy of most Swiss manufacturers is one that I absolutely agree with.
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Re: H. Moser & Cie. does it again with the Swiss Icons Watch

Post by Pubbie » January 11th 2018, 3:25am

I think it's brilliant. I like the way it doesn't just rip the piss out of lazy designers and frankly, equally lazy buyers (is it iconic? Someone tell me it's an icon of Swiss watch design, I'll buy it and show people on the Internet), it takes a cabriole leg, and well, u kno the rest...
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Re: H. Moser & Cie. does it again with the Swiss Icons Watch

Post by bobbee » January 11th 2018, 4:44am

I can't understand it.
Who wants to pay copious amounts of 💰 to wear a watch 'sarcastically'?
None but groovy hipsters with deep pockets and empty heads.

Pass the cabriole leg, John.
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Re: H. Moser & Cie. does it again with the Swiss Icons Watch

Post by Pubbie » January 11th 2018, 7:13am

bobbee wrote:I can't understand it.
Who wants to pay copious amounts of 💰 to wear a watch 'sarcastically'?
None but groovy hipsters with deep pockets and empty heads.

Er, it's not actually for sale!

The empty-headedness is what Moser is trying to illuminate - a lack of imagination and thought on the part of a bunch of usual-suspect premium brands, and by association, their buyers.
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Re: H. Moser & Cie. does it again with the Swiss Icons Watch

Post by TemerityB » January 11th 2018, 8:37am

H. Moser has balls the size of garbage cans, and it only makes me admire them all the more. Sure, this watch is WTF (though I find it pretty funny) - but Moser is the bomb. Hand me a Venturer small seconds and I'll call it a hobby right then and there.
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Re: H. Moser & Cie. does it again with the Swiss Icons Watch

Post by Pubbie » January 11th 2018, 12:24pm

TemerityB wrote:H. Moser has balls the size of garbage cans, and it only makes me admire them all the more. Sure, this watch is WTF (though I find it pretty funny) - but Moser is the bomb. Hand me a Venturer small seconds and I'll call it a hobby right then and there.

I see it's already fucked up a lot of humourless but patently idle rich men on the internet
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Re: H. Moser & Cie. does it again with the Swiss Icons Watch

Post by Racer-X » January 11th 2018, 12:43pm

Pubbie wrote:
TemerityB wrote:H. Moser has balls the size of garbage cans, and it only makes me admire them all the more. Sure, this watch is WTF (though I find it pretty funny) - but Moser is the bomb. Hand me a Venturer small seconds and I'll call it a hobby right then and there.

I see it's already fucked up a lot of humourless but patently idle rich men on the internet


Not sure the implication, but today, H Moser removed the video from YouTube. The video in the OP is from ABTW.
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Re: H. Moser & Cie. does it again with the Swiss Icons Watch

Post by Racer-X » January 11th 2018, 4:32pm

Pubbie wrote:
Racer-X wrote:Not sure the implication, but today, H Moser removed the video from YouTube. The video in the OP is from ABTW.

Glad I watched it a couple of times and had a chuckle!


The video is still in the OP, I just had replace it with the same video from elsewhere.
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Re: H. Moser & Cie. does it again with the Swiss Icons Watch

Post by AlbertaTime » January 11th 2018, 9:03pm

I just noted that the Swissish Salad Watch (yet somehow: Schaffhausen) has lumed numerals--but unlumed hands.

Excellent.
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Re: H. Moser & Cie. does it again with the Swiss Icons Watch

Post by Pubbie » January 12th 2018, 1:53am

Racer-X wrote:
Pubbie wrote:
Racer-X wrote:Not sure the implication, but today, H Moser removed the video from YouTube. The video in the OP is from ABTW.

Glad I watched it a couple of times and had a chuckle!


The video is still in the OP, I just had replace it with the same video from elsewhere.

Got you now.

And I saved it, in case LVMH and Richemont lawyer up and erase Moser from the internet for taking the piss ...
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Re: H. Moser & Cie. does it again with the Swiss Icons Watch

Post by Racer-X » January 13th 2018, 12:31am

Aaaand it's gone, and turns out it was a one-off to be auctioned.

"H. Moser Retracts The Swiss Icons Watch"

https://www.hodinkee.com/articles/h-moser-retracts-the-swiss-icons-watch

"In an official statement released this morning, H. Moser announced that they will not be presenting the unique Swiss Icons Watch at SIHH next week, nor will they be auctioning off the piece in support of the Fondation pour la Culture Horlogère Suisse after the fair. We first noticed something wasn't quite right yesterday, when all traces of the watch disappeared from Moser's website, social media accounts, and YouTube channel sometime mid-morning Eastern Time. After contacting a representative of the brand, we were told that they did not wish to comment at the time, but that an official statement would be coming soon.

That official statement arrived this morning and reads as follows:

Dear H. Moser friends and others,

No one said #MakeSwissMadeGreatAgain would be easy...

You might have noticed that we have stopped our campaign promoting our Swiss Icons Watch.

While our objective was to pay tribute to the great founders of our beautiful industry and warn against certain practices of others, the message was unfortunately sometimes misunderstood.

As such, the Swiss Icons Watch will therefore no longer be presented and won’t be sold to raise funds to support 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.

Yours sincerely,
Edouard Meylan
CEO H. Moser & Cie."
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Re: UPDATE: H. Moser Retracts Swiss Icons Watch

Post by MKTheVintageBloke » January 13th 2018, 2:06pm

Edouard Meylan is exactly the sort of watch company owner who seems to actually care about honesty, tries to push the industry to improve, and does that with style. No wonder why his mocking of the industry's behemoths, who offer and do the same shit over and over again without the slightest chance for a change, pissed them off. Truth usually hurts, and it looks like they bloody felt it, as they should have.
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Re: UPDATE: H. Moser Retracts Swiss Icons Watch

Post by Pubbie » January 15th 2018, 3:25am

MKTheVintageBloke wrote:Edouard Meylan is exactly the sort of watch company owner who seems to actually care about honesty, tries to push the industry to improve, and does that with style. No wonder why his mocking of the industry's behemoths, who offer and do the same shit over and over again without the slightest chance for a change, pissed them off. Truth usually hurts, and it looks like they bloody felt it, as they should have.

Agreed. And it makes people who took personal offence at what Moser look like dicks. What, their mothers all work in the Swiss luxury watch industry?
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