I don’t know about you, but I’ve enjoyed H. Moser & Cie being around lately. They’ve put a smile on my dial, while creating some of the best examples of watch dials ever created. It’s like about five years of guffaws and loud sniggers, accrued through full-time work in the watch game, and previously hidden behind a hand, were allowed to escape. I could finally, finally, laugh out loud at an industry that never — literally never — laughs at itself. Moser’s new mission in satire is in aid of finding the perfect launch concept for their Pioneer Collection, called ‘The Pioneer Chronicles’. The first of the ‘Pioneer Chronicles’ videos was aimed at what is admittedly a brilliant and effective campaign. You know the one. “You never actually own…” As a dad, I like that after years of dreading my daughters coming of age for a whole raft of reasons, I now feel less pressure to give them my watches — which is one major stress alleviated. There, I said it. The second video addressed brand ambassadors, and the risks therein. It’s a ‘funny because it’s true’ video. Moser jokes don’t always stick, but they’re always aimed in the right direction, and if it’s not a belly-laugh, it’s a snigger.…
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