H. Moser & Cie. Trolls Watch Industry with Timepiece Made from Cheese

H. Moser & Cie. gets mad and launches Swiss Mad watch



For H. Moser & Cie., the new year was somewhat of a disappointment. Starting January 1, the watchmaking industry changed the criteria of the “Swiss Made” label. From then on, a watch with only 60-percent of its components originated in Switzerland will still be considered a “Swiss Made.”

To protest this decision, H. Moser & Cie. has taken an extreme measure to remove the “Swiss Made” label from all new watches made from 2017 onwards and designed an entirely new timepiece made of cheese.

Yes, cheese.

Called the Swiss Mad, the watch comes with a case that is made out of real Swiss cheese. Additionally, it also features a cowhide strap; a red fumé dial; and doubled indices at 12, 3, 6 and 9 o’clock—subtle reminiscent of Switzerland’s national flag. All in all, it’s a witty way to make a watch that is 100-percent Swiss, without having to put the now-controversial “Swiss Made” label.



An official statement declares that it’s the brand’s answer to “the absurdity and the ridiculous change to the Swiss Made legislation.” Edouard Meylan, CEO of H. Moser & Cie., doesn’t sugarcoat anything. “Our Swiss Mad Watch sends a clear message to the Swiss watchmaking industry, the authorities and watch enthusiasts: the Swiss Made label is meaningless,” he comments.

Despite Swiss Mad’s vengeful origin, the proceeds of the sale of the 1.081.291 Swiss Franc (more than 1 million US dollar) watch will be used to create a fund to support independent Swiss watchmaking suppliers currently suffering under the difficult economic situation and outsourcing to Asia.