Please read Swiss Mad, not Swiss Made. Recently, the high-end, yet irreverent, watchmaker H. Moser & Cie. reported to us their wish to get rid of the “Swiss Made” inscription on the dial of their watches, as well as the upcoming launch of the most Swiss Watch ever created. Yes, as few might know, “Swiss Made” doesn’t mean 100% made in Switzerland. And this is something Edouard Meylan (the brand’s CEO) sees as a betrayal towards customers. Well, now that we know the announcement, it is time to see what all that noise really means. The answer sits in two watches, including a concept piece, the Swiss Mad Watch, a 100% Swiss Made watch, from Swiss Materials (including a Swiss cheese case and a Swiss cow strap…) and the Venturer Swiss Mad, a more traditional commercial piece, yet 100% Swiss Made too. And if you want to know, yes it is bold, yes it irreverent, yes it is a gimmick, yes it is kind of stupid, but, (oh yes!) it is a superb move to shake up that sleeping industry.
