I would like to talk to you today about the H. Moser & Cie Swiss Alp watch. What I have to say is by no means breaking news, it is more about taking the temperature of the current situation between Smart Watches VS Mechanical Watches, including, a retrospection of where we are in the Swiss watch industry.

At the Salon international de la haute horlogerie in Geneva, Switzerland. I have had the opportunity to get closer to one particular timepiece that really caught my imagination.

The Swiss Alp watch, by H. Moser & Cie, is a remarkable idea and a creative answer to a very important political question……. Smart Watches VS Mechanical Watches….. What I appreciated the most was the unequivocable sense of humour about it. For a young and small company to have the audacity and daring to come up with such a subtle joke and rant against a huge multinational Tech conglomerate, in my opinion, it’s priceless!

Making an important point, about the name “Swiss Made”, internationally known and regarded globally, as a symbol of reliability and quality. The Swiss Alp watch, by H.Moser & Cie, reminds us that Swiss watches have always been about mechanical watchmaking and will always be about mechanical watch making.This, of course, does not mean, that as an industry and country we can’t be pioneers in new technical landscapes.This is why the Swiss Alp watch, by H.Moser & Cie, has in my opinion, shifted the debate and redirected our priorities.

As a Swiss man, I understand that watchmaking, has always been a deeply embedded symbol within our culture, nationally and internationally.  Also serving and rewarding us with wonders time and time again. Ask anyone in Switzerland if they know someone who works or is related to the watchmaking industry and you’re guaranteed to find a positive response.  As part of our cultural DNA, watchmaking is in our blood and the knowledge skills and appreciation of beauty, is passed on from generation to generation.

Today,it seems to be very hard for any entity to publicly be funny, even more for a brand to have a sense of humour. The Swiss Alp watch by H. Moser & Cie in my eyes has achieved exactly that!  This is the good news, H. Moser & Cie shows to the world that they can be technically and creatively competitive. They also bring a well deserved kick to the whole debate flying over the subject of, Smart Watches VS Mechanical Watches.

Think about it ! If a small company like H. Moser & Cie, with their dash of humour, can cause such a stir online to our dear friends, on the other side of the atlantic, imagine what a well established brand could achieve?

Let’s remember what we are excellent at what we do and let’s keep our “Swiss Made” focus clear. We will always be faced with challenges and we will always have the resources and ingenuity to over come them.

ALBERIC VIRCHAUX

WATCHESPEDIA