The Apple watch craze has taken over the world! With more than 6 million units sold in 2015, producing a turnover in excess of 6 billion dollars, the smartwatch market exploded in the past 12 months, driven by the giants of the electronics industry. With R&D budgets of more than 8 billion dollars, a figure higher than the turnover of even the largest Swiss watchmaking group, the market leaders have barely begun, and they will once again revolutionise this market and change consumer behaviour. Faced with the threat of these heavyweights, there are a number of ways a Swiss watch company could react. They could do nothing, the course most watch brands are adopting; they could take a short-term, opportunistic approach to combine tradition with technology, or, lastly, they could fight for the values underpinning the reputation of several centuries of Swiss watchmaking. This last path is the one that H. Moser & Cie has decided to pursue, and the Swiss Alp Watch is the symbol of this fighting spirit.
As the challenge of the smartwatch emerged, it threw Swiss watchmaking into turmoil. However, the complete lack of a response from most market players is remarkable in itself. Doing nothing and waiting for the threat to pass is certainly a dangerous course, but it is less offensive to Swiss watchmaking than the opportunists’ approach of combining traditional, high-end watchmaking with already-obsolete technology such as connected bracelets, NFC/RFID chips and other outmoded interfaces. These attempts are bound to fail, due to the lack of resources, vision and a captive market. The future of Swiss haute horlogerie will be bright, provided it continues to innovative and be creative, while focussing on its inherent values of quality and tradition.
The NEW H. Moser & Cie Swiss Alp watch is limited to 50 pieces for the world. It’s made out of 18k white gold, measures 38.2mm x 44mm x 10.3mm. It has double sapphire crystals. The Movement is the Swiss hand-wind H. Moser in-house caliber HMC 324 with 27 jewels, 18,000 vph and a power reserve of 4 days. It features hacking seconds, Moser teeth for all wheels and pinions, the patented interchangeable Moser escapement, an Original Straumann hairspring with stabilised Breguet overcoil, and a gold escapement wheel and pallet fork. The movement and components are hand-finished and hand-decorated. Functions are: hours and minutes, small second and power reserve indication on the caseback.
They are reminding us in a tongue and cheek sort of way that we are getting less connective with technology. The shape of the case mimics other smart watches to prove this point. I applaud H. Moser’s efforts to drive this point home.
Please check out this official video from H. Moser & Cie