From 50 to 60%: this sums up the impact for watchmaking with the new, tougher legislation around the Swiss Made label. From January 1st, 2017, 60% of the watch components must be of Swiss origin in order to be considered eligible for the Swiss Made label. H. Moser & Cie. deems this reinforcement to be insufficient: this label will lead to more confusion rather than adding value. There is a big gap between end-consumers’ perception of the label, who generally take the Swiss Made designation to mean the item is 100% Swiss, and the reality that brands manufacture many components in other countries. The small Schaffhausen-based Manufacture, whose own production processes are over 95% Swiss, would have welcomed a much stricter standard, matching the extremely high criteria that it measures itself against. For this reason, H. Moser & Cie. has decided to forgo the Swiss Made label, and from 2017, it will no longer appear on the dial of any new H. Moser & Cie. creations.

"We are strong believers in Swiss values and we fight to defend traditional mechanical watchmaking every day. In our Manufacture, we design, develop and produce all of our components from start to finish, including the hairsprings and regulating organs from our sister company, Precision Engineering AG. Anything that we cannot achieve internally is sourced from Swiss suppliers," explains Edouard Meylan, CEO of H. Moser & Cie. "With over 95% of our components produced in Switzerland, we far exceed the requirements of the Swiss Made standard, and yet, the same label on our dials is used by those brands barely complying, who benefit from the flexibility of the label to manufacture a large proportion of their components in other countries. Today, the Swiss Made label is devalued because it is used by entry-level brands to justify their very existence or price point. Ultimately, our own image is undermined by this. In fact, we need no justification from this label, because our products speak for themselves". Following this reasoning to its logical conclusion, H. Moser & Cie. is removing the Swiss Made label from the dials of its models. An H. Moser watch, as a true traditional product that demonstrates watchmaking craftsmanship, can speak for itself.

And H. Moser & Cie. takes this approach to its extreme: on January 12th, 2017, H. Moser & Cie. are launching the most Swiss watch ever created; produced in Switzerland, by Swiss watchmakers and using materials of Swiss origin. This piece will be presented during the Salon International de la Haute Horlogerie (SIHH) between January 16th and 20th, 2017. The colour has already been announced: red fumé!