H. MOSER & CIE. LAUNCHES THE SWISS MAD WATCH: NOT SWISS MADE BUT STILL 100% SWISS – HOLY COW!
Neuhausen am Rheinfall, January 12th, 2017
The Swiss Mad Watch is unique, symbolic, and irreverent, but most importantly, 100% Swiss and proud of it. With the Swiss Made label for watchmaking revised from January 1st, 2017, to require 60% of components in a watch to be of Swiss origin, H. Moser & Cie. has soundly critiqued the shortcomings of this inadequate label and stands up for true independent Swiss watchmakers. For the Schaffhausen-based Manufacture, whose creations are over 95% Swiss, this label is too lenient, providing no guarantee, creating confusion and encouraging abuses of the system. For these reasons, H. Moser & Cie. has decided to remove the Swiss Made label from all new watches created from 2017 onwards.
Created in Switzerland, by Swiss watchmakers and using Swiss materials: the Swiss Mad Watch has symbolic value, tackling Swiss Made debate head on to reveal the truth behind this label. With this unique watch, H. Moser & Cie. demonstrates the importance and urgency of returning Swiss Made to its former heights. Echoing the absurdity and the ridiculous change to the Swiss Made legislation, H. Moser & Cie.'s satirical comment on the issue highlights an alternative resource, 100% natural and entirely Swiss, one of the most precious Swiss resources that exists: cows. The case of the Swiss Mad Watch is created from 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. For the strap, Swiss cowhide was the obvious choice. The watch is finished with a red fumé dial and doubled indices at 12, 3, 6 and 9 o'clock, subtly reminiscent of the Swiss flag. The result? Stunning, irreverent, astonishing...and completely Swiss!
Disruptive? "Definitely," responds Edouard Meylan, CEO of H. Moser & Cie. "Our Swiss Mad Watch sends a clear message to the Swiss watchmaking industry, the authorities and watch enthusiasts: the Swiss Made label is meaningless. Worse than this, it gives credibility to the worst abuses in our industry. Our response to this lax and insufficient label is derision. At H. Moser & Cie., we produce watches that are truly Swiss, watches that are steeped in watchmaking tradition and centuries of experience. The quality of these pieces speaks for itself and dispenses with the need for a label. We are no longer "Swiss Made", but we are Swiss. 100% Swiss, in the case of the Swiss Mad Watch, and over 95% Swiss for all of our other models," concludes Edouard Meylan.
The Swiss Mad Watch will be presented during the Salon International de la Haute Horlogerie (SIHH) from January 16th to 20th, 2017. This is the perfect opportunity to admire this unique watch, whose price of 1,081,291, in Swiss Francs of course, references the signing of the Swiss Federal Charter on August 1st, 1291. All proceeds from the sale of this watch will be used to create a fund to support independent Swiss watchmaking suppliers currently suffering under the difficult economic situation and outsourcing to Asia. These are the very artisans who keep traditional Swiss watchmaking alive and who help it to continually evolve.
Join our campaign – #MakeSwissMadeGreatAgain – to bring back value to the Swiss Made label.
TECHNICAL FEATURES – SWISS MAD WATCH
Reference 8327-1400, model made with Swiss cheese, red fumé dial, Swiss cowhide leather strap, unique piece
Cheese integrated with itr2 © composite material
Diameter: 42.0 mm, height: 9.4 mm
See-through sapphire crystal case-back
Crown adorned with an “M”
Red fumé with sunburst pattern
White lacquered applique indexes and hour and minute hands in the shape of a swallow's tail
In-house, hand-wound, mechanical HMC 327 calibre
Dimensions: 32.0 mm or 14 ¼ lignes, height: 4.5 mm
Frequency: 18,000 Vib/h
Power reserve: minimum 3 days
Moser teeth for all wheels and pinions
Original Straumann Hairspring® with stabilised Breguet overcoil
Hours and minutes
Power reserve indicator on movement side
Hand-stitched cowhide leather strap
Steel pin buckle, engraved with the Moser logo
REFERENCE & PHOTOS
Swiss Mad Watch, Reference 8327-1400, model made with Swiss cheese, red fumé dial, Swiss cowhide leather strap, unique piece
To download the video, click here: http://dataroom.h-moser.com/data/public/f284f5456b29099e.php?dl=true