Editor’s note: Many executives in the Swiss watch industry are boring. They went to finance school, and they sell watches by looking at a balance sheet, never finding any of the watches in their own catalogue inspiring, and therefore never inspiring anyone to buy one. This could not be further from the truth for Edouard Meylan, the CEO of H. Moser & Cie. In this interview he gives a crash course on start-up marketing in the watch world (where interesting strategies have come to life recently), and discusses why he was once waiting for legal letters from Apple. It’s both reassuring and alarming to discover that H. Moser & Cie. CEO Edouard Meylan is a human version of his brand’s watches: he is stylish, sophisticated, smart (more on that later) and in possession of a sense of humour that is never too far from the surface. He’s also refreshingly direct and far from complacent about the favourable position he currently finds himself in. All of which adds up to a boss who’s well placed to bring the old, established name of Moser back into the spotlight. I sat down with Edouard in Sydney yesterday, and received a crash course in brand-building 101 from the…
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