H. Moser & Cie’s CEO and independent watchmaking’s resident bad boy, Edouard Meylan is back at it again with another provocative campaign and a watch to go along that’s sure to get people talking. Be it for the better, or worse.
The campaign’s entitled, “Make ‘Swiss Made’ Great Again”, and the pièce unique created for the occasion is the Swiss Mad Watch. You’ll hear about the campaign shortly from Ed in yet another whimsical video put together by brand. So, we’ll focus on the watch at hand here.
Now, the red, fumé dial should look somewhat familiar at this point — not because they’ve had a watch with the color before — but because the brand’s campaign was initially announced with the red dial as the leading image. Here, of course, we get to see what that dial is contained within.
First, we speak of the white elephant in the room: the watch’s case. This is no precious metal or metal at all for that matter. The watch’s 42mm case is, in fact, formed out of a good chunk of Vacherin Mont d’Or médaille d’or — a variety of bovine Swiss cheese made in the Jura mountains.