H. Moser & Cie. is unique in the watch world in that they are an audacious company with legitimate watchmaking credibility. The watch industry has a number of companies that make great watches, and there are several companies that deserve to be called audacious, but Moser is the only one in the intersection of that Venn diagram.
You can learn a lot about a company and their values by how they describe themselves. Moser describes itself an independent, Swiss, family-run business which uses movements that are all manufactured in-house, and that believes in challenging the norm.
How are they challenging the norm? Remember the Swiss Alp Watch from 2016? That was a direct statement to the world that mechanical watches are better than smart watches by making a mechanical watch that looks almost identical to a well known smart watch. Then there is 2017’s Swiss Mad watch – this watch makes the statement that the “Swiss Made” label is too low of a standard, and thus Moser will use it no longer. Moser says that all their watches are at least 95% Swiss made, and the Swiss Mad Watch is actually 100% Swiss made…even down to the case made of…a Swiss cheese-based composite material!
Irreverent haute horology…that is Moser!