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.

The cheese chunk, once formed like a case, is then treated with itr, or Innovative Technique Revolutionary resin, a revolutionary composite material formed out of carbon nanotubes, which its producers (injector.ch) claim is as robust a material as steel for watchmaking applications.

This integration of the two materials allows for H. Moser & Cie’s manufacture to then apply the finishing touches that we are accustom to seeing on the brand’s timepieces. The resin is also what, I imagine, prevents the watch from biodegrading on your wrist over time.

But, we can’t finish off before we speak of the strap on the watch. Again, not something you see every day. Pointless remark, I know, because nothing about the Swiss Mad Watch is erm, something you see every day.

This is cowhide, from a cow of Swiss origin, we are assured, handstitched for good measure.

However, if you are more inclined to having your cheese on a plate (with wine and other bits of goodness) and still want a red fumé dial H. Moser & Cie timepiece to call your own, then fear not — there is still the Venturer Swiss Mad. Which is essentially the dial of the Swiss Mad Watch contained in the brand’s classic Venturer case; 39mm in 18-carat white gold. This one will be limited to 50 pieces, so some quick calls to your closest H. Moser & Cie dealer may be in order.

Now that we’re familiar with the watches, I’ll leave you to hear from Ed about his intentions behind them. Enjoy.