- Racer-X (Online)
- Senior Member & WIS
- Posts: 5840
- Joined: June 11th 2011, 10:00pm
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."