Never in our wildest dreams could we have imagined that the most talked about watch from SIHH 2017 is a watch made of Swiss cheese. Well truth is indeed stranger than fiction, all thanks to Moser. The Schaffhausen-based manufacturer has indeed outdone itself this time with the one-of-a-kind (literally, it is a piece unique) Swiss Mad Watch. Here, we will bring you all the savoury details of the cheese watch, but first, a little background is in order.
As of 1st of January 2017, the Swiss Made label has been revised to now require 60% of the value of a watch (up from 50%) to be of Swiss origin. From the eyes of H. Moser & Cie., this is a clear insult as all of its watches are at least 95% Swiss by value. The brand feels that the label is too lax and prone to abuse. And for those reasons, they had elected to remove the Swiss Made label from all of their new watches from 2017 onwards, as a form of protest. Never one to shy away from the limelight, the brand decided that wasn’t enough and took their stance further by creating the most Swiss watch ever. Enter the 100% Swiss, Swiss Mad Watch.