Monochrome Watches
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H. Moser & Cie. Enters an Unexpected Global Partnership with Alpine Motorsports

The indie watchmaker will cover all Alpine's activities, from F1 to endurance racing.

| By Brice Goulard | 2 min read |

The connection between watches and motorsport has been around for decades, specifically in Formula 1 where almost every team has signed a partnership with a prestigious watch brand. IWC and Mercedes AMG, Ferrari and Richard Mille, Aston Martin and Girard-Perregaux… And all of them bringing to the table dedicated timepieces. As the 2024 Formula 1 season will kick off soon and cars are set to be presented in the coming weeks, it’s time for new announcements to surface. And this one was clearly not expected, as H. Moser & Cie. becomes the Timekeeping Partner of Alpine Motorsports across all disciplines.

Up until now and for many years, Alpine F1 Team had been teaming up with Bell & Ross, a partnership that has produced an array of special edition watches (also under the team’s previous name, Renault F1). These days are over and Alpine F1 Team as well as all motorsport activities of the French manufacturer, property of Renault, will now be partnering with independent watchmaker H. Moser & Cie. The brand, which carries over 200 years of history and is mostly known for its high-end production and almost fully integrated manufacture, will be present across all of Alpine’s Motorsport programme, which includes the BWT Alpine F1 Team, Alpine Endurance Team, Alpine Academy, Rac(H)er and other projects.

David Gendry, VP, Chief Commercial Officer BWT Alpine F1 Team & VP Communications Alpine Brand, with Edouard Meylan, CEO, H. Moser & Cie.

Both entities claim that this alliance will bring synergies, with the creation of an exchange program between BWT Alpine F1 Team’s Technical centre in Enstone and the Neuhausen am Rheinfall manufacture. “What interests me in collaborations is to explore new territories, to enjoy a journey with others and to share different perspectives (…) As our organisations join forces, I am proud to be able to contribute to Alpine’s ambition of reinforcing its position as a high-end sports car brand,” says Edouard Meylan, CEO of H. Moser & Cie.

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For now, no dedicated watches have been announced or presented but we’re relatively confident in the fact that some special edition watches will show up in the coming months, either based on the brand’s integrated sports watch – the Streamliner – or even an entirely new, even sportier collection. For more details, please visit

4 responses

  1. I can still remember an interview with Meylan from ca. 2019, where he said that Moser is careful to not repeat the mistakes other manufactures made in their go-to-market approach. Well, here they go… Moser does not know how to treat customers and is now repeating all the crap that we‘ve seen from other brands, just years too late.

  2. I think Moser have always managed their brand carefully, although that has involved them (knowingly) taking some risks. I would imagine there is a genuine synergy which moser finds interesting for the brand, so I would not be so quick to judge

  3. Whatever happened to Alpine’s Endurance partnership with Yema? I bet they’re not happy.

  4. @steve – well, they must have known that it was coming. Partnerships are closed for a certain duration, and Yema remains a rather small company that might not be able to compete with larger brands when it comes to sponsoring budgets. Too bad though as the French connection made sense…

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