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.