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@HMOSERCIE : The Swiss Mad Watch ••• L'HORLOGERIE FROMAGÈRE D'UN MAD MAX CHASSEUR DE VACHES SACRÉES en français ci-après

•••• H. MOSER & CIE. LAUNCHES THE SWISS MAD WATCH: NOT SWISS MADE BUT STILL 100% SWISS – HOLY COW !
The Swiss Mad Watch is unique, symbolic, and irreverent, but most importantly, 100% Swiss and proud of it. With the Swiss Made label for watchmaking revised from January 1st, 2017, to require 60% of components in a watch to be of Swiss origin, H. Moser & Cie. has soundly critiqued the shortcomings of this inadequate label and stands up for true independent Swiss watchmakers. For the Schaffhausen-based Manufacture, whose creations are over 95% Swiss, this label is too lenient, providing no guarantee, creating confusion and encouraging abuses of the system. For these reasons, H. Moser & Cie. has decided to remove the Swiss Made label from all new watches created from 2017 onwards.
Created in Switzerland, by Swiss watchmakers and using Swiss materials: the Swiss Mad Watch has symbolic value, tackling Swiss Made debate head on to reveal the truth behind this label. With this unique watch, H. Moser & Cie. demonstrates the importance and urgency of returning Swiss Made to its former heights. Echoing the absurdity and the ridiculous change to the Swiss Made legislation, H. Moser & Cie.'s satirical comment on the issue highlights an alternative resource, 100% natural and entirely Swiss, one of the most precious Swiss resources that exists: cows. The case of the Swiss Mad Watch is created from real Swiss cheese as a base material, a Vacherin Mont d’Or médaille d’or, added to an innovative composite material, itr2©, then machined and polished with the H. Moser signature finishes. For the strap, Swiss cowhide was the obvious choice. The watch is finished with a red fumé dial and doubled indices at 12, 3, 6 and 9 o'clock, subtly reminiscent of the Swiss flag. The result? Stunning, irreverent, astonishing...and completely Swiss!
Disruptive? "Definitely," responds Edouard Meylan, CEO of H. Moser & Cie. "Our Swiss Mad Watch sends a clear message to the Swiss watchmaking industry, the authorities and watch enthusiasts: the Swiss Made label is meaningless. Worse than this, it gives credibility to the worst abuses in our industry. Our response to this lax and insufficient label is derision. At H. Moser & Cie., we produce watches that are truly Swiss, watches that are steeped in watchmaking tradition and centuries of experience. The quality of these pieces speaks for itself and dispenses with the need for a label. We are no longer "Swiss Made", but we are Swiss. 100% Swiss, in the case of the Swiss Mad Watch, and over 95% Swiss for all of our other models," concludes Edouard Meylan.
The Swiss Mad Watch will be presented during the Salon International de la Haute Horlogerie SIHH from January 16th to 20th, 2017. This is the perfect opportunity to admire this unique watch, whose price of 1,081,291, in Swiss Francs of course, references the signing of the Swiss Federal Charter on August 1st, 1291. All proceeds from the sale of this 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. These are the very artisans who keep traditional Swiss watchmaking alive and who help it to continually evolve.

•••• H. MOSER & CIE : Mieux que le « Swiss Made », la Swiss Mad Watch…

La jeune équipe de la vénérable manufacture H. Moser & Cie a décidé de mettre les pieds dans le plat en ridiculisant le label officiel « Swiss Made », qui est un fantastique vecteur de tricherie pour les marques suisses : une montre peut se révéler fabriqué à 95 % en Asie, mais quelques subtilités administratives en feront une montre « suisse » si 60 % de la valeur – et non de la provenance – de ses composants est d’origine suisse ! Donc, feu sur le « Swiss Made » de papier voir la vidéo ci-dessous et vive la montre parodique Swiss Mad Watch, qui sera la montre la plus suisse jamais produite, puisque son boîtier est réalisé dans une résine qui inclut quelques coulées de fromage suisse. Même le bracelet est en cuir de vache suisse, les couleurs du cadran reproduisant le rouge du pavillon national, alors que les index évoquent la croix confédérale apposée sur ce drapeau. Plus rigolo encore : le prix parodique de cette Swiss Mad Watch : 1 0 81 2 91 francs suisses – la fête nationale suisse commémorant la fondation légendaire de la Confédération le 1er août 1291. Bien vu, bien joué, bien argumenté, mais il existe, parallèlement à cette pièce unique satirique, en forme de manifeste indigné contre la honte du « Swiss Made » administratif, une série de Swiss Mad Watch tout ce qu’il a de plus intéressante et de sérieuse, dans des matériaux traditionnels. Les Suisses ont beau rire d’eux-mêmes, ils ne peuvent pas s’empêcher de faire des belles montres… - Return to Castle Wolfenstein Un-natural