It has become something of a ritual. Every year, H. Moser & Cie. presents a disruptive, irreverent initiative to raise awareness on different topics… and generate buzz. This year, the topic of this communication/buzz project will be sustainable development, as the brand wants to #MakeSwissMadeGreenAgain.
In 2018, H. Moser & Cie. presented the Swiss Icons Watch. This Franken-watch, revisiting iconic Swiss watches, fusing their signature elements into one creation was crazy, ugly (at least to me) but… brilliant. However, the project had to be retracted and Moser stopped all communication about this watch just before the SIHH. Among other initiatives, Moser presented the Swiss Alp Watch, a defiant Swiss mechanical stand against the rise of smartwatches. And in 2017, the Swiss Mad Watch was presented as the most Swiss watch ever, 100% Swiss made with a case fashioned out of Swiss cheese… and promoted with the hashtag #MakeSwissMadeGreatAgain.
This year, on the occasion of the SIHH 2019, H. Moser & Cie. presents the Nature Watch – a piece that will create less animosity from competitors than the Swiss Icons Watch but this time, many will think that Moser might be pushing things too far. The Moser Nature watch has been presented as a call to action for a worthy cause, the need to protect our environment. This is a mechanical, Swiss made, “green and living” watch adorned with plants native to Switzerland! The dial is made of natural stone and lichen, and the strap from grass. There is no doubt urgent protection is needed to safeguard our planets, but many of you will think that there are times when disruptive initiatives can miss the point.
As H. Moser & Cie. is convinced that education is the key to eco-friendly sustainable development, the brand has decided to create a partnership with Room to Read. Room to Read is an international organisation dedicated to improving literacy and gender equality in education.
For more information, please visit www.h-moser.com.