Since a few months now, you probably heard about the #MakeSwissMadeGreatAgain concept launched by independent watchmaker H. Moser & Cie. With a certain love for unconventional marketing gimmicks and an ironical way of exposing the reality of the Swiss Made label, the brand made some noise. Yet, behind this, there’s a wish of promoting the real Swiss Watchmaking industry, the one we all love as collectors. Today, in order to preserve Swiss watchmaking traditions, Christie’s and H. Moser & Cie. join forces, with an upcoming auction of the Cheese Swiss Mad Watch and Swiss Alp Watch Prototype (as a start of a long term relation).
