Forget Swiss neutrality, Moser are not a brand afraid to court controversy. This was made abundantly clear in January 2016, when they revealed a new watch in response to the launch of the Apple Watch from the previous year. The Moser Swiss Alp Watch was born as a satirical take on the watch industry’s mad rush to make connected watches. It borrowed distinct visual cues from Jony Ive’s Apple Watch with its round-edged rectangular case but housed one of Moser’s in-house mechanical movements rather than any touch-screen tech. Now the brand introduces the last chapter in this delightfully subversive exercise in the form of the all new Moser Swiss Alp Watch Final Upgrade. When first launched in a 50 piece limited edition in 2016, Moser were bullish about the need for a proactive response to the smartwatch’s inroads into the industry. In their original press release for the Swiss Alp Watch launch they pulled no punches. “As the challenge of the smartwatch emerged, it threw Swiss watchmaking into turmoil. However, the complete lack of a response from most market players is remarkable in itself. Doing nothing and waiting for the threat to pass is certainly a dangerous course, but it…
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