A Swiss watch like no other

I had to laugh at this report from Switzerland.

In a protest to show that Switzerland’s new rules on Swiss-Made are too lenient, a luxury watchmaker has built what it calls a 100 percent Swiss timepiece, composed only with locally produced natural resources, such as a strap of cowhide rather than alligator leather, plus a more unusual ingredient: cheese.

At Geneva’s annual watch fair, which opened Monday, H. Moser & Cie. unveiled the one-of-a-kind piece, whose watchcase is made of resin mixed with pasteurized Vacherin Mont d’Or cheese. The “Swiss-Made” designation is so meaningless that the brand will no longer use it, the Schaffhausen-based company also said.

“As much as 90 percent of components can be made in Asia, but the watch could still carry the Swiss-made label,” Chief Executive Officer Edouard Meylan said in an interview. “The Swiss watch industry doesn’t want people to know that. We don’t want to be compared with a label that’s not strong enough and that many brands are abusing.”

As of Jan. 1, 60 percent of the value of timepieces needs to come from Switzerland for them to gain the title, up from 50 percent previously. Most of H. Moser’s watches are 95 percent Swiss. In a satirical video, which also takes swipes at Swiss banking and Heidi, Meylan appears wielding a crossbow and wearing red suspenders and a cap that says “Make Swiss-Made Great Again.”

There’s more at the link.

Here’s the video.

Nicely done, Moser!  I suppose, with a watch casing made of resinated cheese, we should be grateful that Limburger isn’t native to Switzerland . . .


1 comment

  1. Advertising. I hate it.

    I see things here in the US like "imported teak". Of course it's imported teak, because teak DOESN'T GROW HERE.

    Another one that gets me is "genuine leather". Of course it's genuine leather because fake leather doesn't exist. Something is made of leather or it isn't.


Leave a comment

Your email address will not be published. Required fields are marked *