H. Moser & Cie. Swiss Alp Watch. Guys, I want your opinion!

H. Moser & Cie. Swiss Alp Watch

The new H. Moser & Cie. Swiss Alp Watch exactly looks like the Apple Watch. The Swiss Alp Watch wants to be the mechanical antidote to its counterpart from Apple. Is this only a bad joke or brillant humor?  


This is what I would call perfect guerrilla marketing!


But, H. Moser & Cie. is taking a big risk!


The press department of H. Moser & Cie. officially communicates:

“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.”


Guys, this is how the H. Moser & Cie. Alp Watch looks like …

H. Moser & Cie. Swiss Alp Watch
H. Moser & Cie. Swiss Alp Watch


H. Moser & Cie. Swiss Alp Watch
H. Moser & Cie. Swiss Alp Watch


H. Moser & Cie. Swiss Alp Watch
H. Moser & Cie. Swiss Alp Watch



Could almost be an Apple Watch!

„Get a life, upgrade to a mechanical Watch!“


Edouard Meylan, CEO H. Moser & Cie. told me: “Alexander, I grew up in the heart of the Swiss Alps in a family of watchmakers that date back several generations. Swiss watchmaking is part of our heritage. This heritage has faced serious challenges in the past. My father survived the quartz crisis and often speaks of this trying time, which rallied watchmakers around a unified cause. Today, H. Moser & Cie. launches the Swiss Alp Watch as a statement of this new challenge and to prove that traditional mechanical watchmaking has a future, and it is, in fact, the future. It is much more than a watch for us. The Swiss Alp Watch is symbolic. It represents our resilience, our ferocious desire to fight for our values and traditions. It embodies everything we believe in”.

Just to let you know: Edouard´s father Georges-Henri Meylan was the former CEO of Audemars Piguet and is now the chairman of the MELB Holding. MELB Holding is an independent, family group based in the heart of the Vallée de Joux. With the aim of promoting watchmaking savoir-faire and proven expertise in the field, MELB Holding holds shares in the companies H. Moser & Cie. and Hautlence.

“The Swiss Alp Watch does not allow you to make calls, or send messages to share the latest gossip; it does not give you the option to send beautiful sketches you have created on a two-inch screen or to share your heart rate. It does much more than that: it lets you reconnect to what matters in life. It takes you back to sharing emotions with your nearest and dearest without a filter, interface or embellishment. Most importantly, it is something you can pass on to your children one day without having to upgrade it!”, said Edouard Meylan, with a smile.


This is the official presentation of the Swiss Alp Watch by Edouard Meylan published on YouTube on the web …






Now, how shall we see this attempt to provoke Apple by 1:1 copying the Apple Watch design?

Do you like the humorous approach Moser & Cie. did choose?

Could one be more cynical?

Is this good guerrilla marketing?

What do you think: Will Apple sue Moser & Cie. and help the little Swiss brand to get even more international attention?

Will the limited edition of 50 pieces thereafter become a real sought after cult watch? 

Is it appropriate to present such a watch, or just bad taste?

What would you have done, being Apple or Moser & Cie.?

Should Apple CEO Tim Cook buy a Swiss Alp Watch, wear it and therewith demonstrate that he is absolutely relaxed about the Swiss antidote?

Should Moser & Cie. bring Hermès on board an present the next edition of the the Hermès Apple Watch, sorry the Hermès Swiss Alps Watch

The watch will be sold for around 25.000 Swiss Francs / USD. 


Please post your comments! I am curious to read them!


Last but not least here are the TECHNICAL FEATURES of the H. Moser & Cie. Swiss Alp Watch

Reference: 8324-0200, white gold model, signature fumé dial, kudu leather strap, limited edition of 50 pieces

Case: Solid 18 carat white gold

Dimensions: 38.2 x 44.0 mm / height: 10.3 mm Sapphire crystal See-through sapphire crystal case-back Screw-in crown adorned with an “M” Dial Fumé with sunburst pattern Applique indexes Leaf-shaped hour and minute hands Small second offset at 6 o’clock

Movement: In-house hand-wound HMC 324 calibre

Dimensions: 32.0 mm x 36.0mm / height: 4.80 mm Frequency: 18,000 Vib/h 27 jewels

Power reserve: minimum 4 days Hacking seconds Moser teeth for all wheels and pinions Interchangeable Moser escapement Original Straumann Hairspring® with stabilised Breguet overcoil Gold escapement wheel and pallet fork Movement and components hand-finished and decorated

Functions: Hours and minutes Small second Power reserve indication

Strap: Beige hand-stitched kudu leather, with a leather lining in Moser green 18-carat solid white gold pin buckle engraved with the Moser logo Swiss Alp





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  • Well I like the watch. I have no need for a Smart Watch . At first I thought it was strange that this watch is not a smart watch, so how is it competing with a Smart Watch ? I understand now that it is only meant as a joke and they are promoting mechanical watches . I don’t think that Apple will be concerned about a joke, they will probably have a good laugh instead . If it was a low priced Smart Watch then they would be concerned.

  • H. Moser & Cie. Swiss Alp Watch owner can use it for umpteen years, whereas Apple Watch owner will throw it out within 2 to 3 years, as it will become obsolete after that period.

    There cannot be any comparison between H. Moser & Cie. Swiss Alp Watch and Apple Watch, as they do not belong to same category, one is a high-end mechanical watch and the other is a so-called smart watch without any soul.

  • Now the Swiss have made a true copy of Apple Watch with mechanical movement. I believe that Apple will now take legal action against the Swiss and try force shut down of Swiss Industry. What I gather taking to people around the world, sale of mechanical watches have nearly become to a standstill. I work in a office with 2000 people, only me use old faction mechanical watch (Reverso) and fountain pen.

  • $25,000 for something that looks just like a $350 Apple watch? It really is a nice looking watch, and anyone who knows watches knows that H. Moser is a top brand for “real” watches, but people will make the comparison between the two watches. There are too many other choices out there for the money.

  • Just great idea for a nice looking watch with a technicaly super movement. The tagline is very clever and a principle declaration. Love it!

  • I wear mechanical watches and prefer the ones with a story, a divers watch or a great chronograph is my taste.
    When the Apple watch was released i took the time to have a look and i must be honest, ik looks great.
    I love that Moser made the Apple watch into an mechanical watch, they did a wonderful job.
    When i visit the Basel watchfair in march i will have a closer look.
    Great job guys

    • Moser & Cie. and eight other independent brands were invited to exhibit at the SIHH starting January 18th. So I don’t know if they will still be at Baselworld 2016 later this year. From MB&F for instance I know they will do both, the SIHH and Baselworld… I will find that out …

  • It is a good looking square watch with a finely made movement. Regardless whether it looks like an Apple watch, it is fine with me.

  • I am only interested and will spent my money in a nice “complicated” traditional classic watch .
    Which I will wear for many many years with pleasure and without frustration and not a throw away worthless gadget in order to create a well-lined purse !
    But I also do understand that this is a today’s short-term marketing .

  • Sure Moser gets the attention for a short while by this stunt. But has a copy ever gotten more respect than the original? The Swiss watch making industry was built on innovation both in terms of technique AND design. Moser should honor that tradition and stick to being leaders, not followers.

  • Really I don’t know how you think we can compare a 25.000€ limited edition watch with a 1000€ apple Watch. The Alp Watch is a completely other segment and iven if he was made in steel it will cost more than 15.000€. So I don’t see the point…
    For sure, as a watch lover, I will prefer a mechanical Alp Watch instead of the Apple Watch, but it will be impossible at this price tag.

  • What I think:
    It would be better if it had a window through the day.
    It should be a hybrid, with lighting type Indiglo Timex.
    The case should be of steel, aluminum or titanium.
    I do not expect this from H. Moser, but who knows another Swiss in these conditions and with a price tag of up to $ 2,000.00?
    I do not have smartphone and do not want to have one.

  • I should clarify my comments by saying that I do not refer to a “watch” with a battery as a watch, it is a mutation, The fact that H.Moser Cie have used a similar case as Apple could be
    seen as an excellent marketing ploy, and one that I support.

  • I don’t see it as gueriila marketing at all. I see it as the absolute truth! It’s fact….Upgrade (or return) to the foundations of values. Spending uninterrupted ‘time’ with the person/people one is interacting with. The marketing reminds of these values….recover them.

    Oh….and a lovely piece too!

    Yep….Like it….

    • Yes, of course there is a good portion of truth in what they do and spend “time” with people you like is always a very good idea, but still the entire package is some of the best guerrilla marketing I have seen so far.

  • This is really funny and I applaud Moser & Cie for doing this.

    – It will accelerate the publicity of the brand enormously
    – It is fun
    – It focuses on the real values of life – meeting people in person
    – It is nothing that a “bigger” brand could do

    And even if Apple would react on this (which I don’t believe), it would put Apple into a very bad, humorless light.

    In addition: This is one of the very few square watches that appeal to me.

  • Brilliant maneuver, great spin & good fun, bravo!

    Unique to the Apple? I really don’t think so. Akin to Apple’s design? Sure, but, Apple’s design is by no means unique to watches. Yes, their content & performance is. But, not their shape.

    The difference? Micro Machinery at the highest level will last generations if not centuries. Here, the upgrade might be what besides a new color strap?

    Apple has the i-Watch. Moser has the “real watch!”

    Touche Mr. Meylan!

  • How cool is Apple? Cool enough to make this face available (with strap) for the iWatch?
    I’d buy that.

  • WELL DONE! H. Moser & Cie. I do not refer to the “Apple Watch” as a “watch” it is a transistor
    radio or better still a transputer, why do we need to wear one?

  • When I saw pictures of this watch for the first time I thought “what an ugly case for a Moser”! I did not recognise the Apple design.

    When I read the story about it I was absolutely sure that this is just an inoperational dummy. And I found this idea of cutting a watch caliber into shape and putting it into an Apple case quite funny.

    When I found out that this is a real mechanical watch that you can buy I was just worried. And I still am. I do not understand it.

    I read a lot of opinions of watch collectors and of Apple fans. No one seems to really get the intention of this. Who should buy this ugly watch for a price for which you can get a Moser with a really beautiful case? I do not think that Apple will waste the energy for just giving a comment on this. This watch definitely is no threat for Apple’s product. For Moser it might turn out as effective marketing.

    I really honestly do not understand the fear of the Swiss watch industry of smart watches. They must still be extremely unsettled by the Quartz Crisis that ended more than 30 years ago.

    Smart watches are NO WATCHES! These are a combination of a remote control and a movement sensor for a portable computer that sometimes is used for making a phone call.

    Mechanical watches are not worn to know the time. These are JEWELLERY!

    Both types of products serve completely different purposes. THERE IS NO COMPETITION BETWEEN THEM!

    All this fuss is just hysteria…

    Or is it marketing?

    • Of course it is marketing! Very clever marketing indeed! Moser & Cie. would have never been able to pay for all these reports in various medias worldwide. Almost every tech-site is writing about the watch, even big news channels … Let´s hope the nice little Swiss brand is able to benefit …

      • Alexander, of course the Moser watch is marketing.

        But why did Tag Heuer, Frederique Constant and Montblanc present smart products? Are they afraid of the smart wave? And are they trying to be part of the smart business? Or are they just surfing on the smart marketing wave?

        You are interested in smart watches? Here is one from us! Oops, now you now our brand. So we know that you like something on your wrist. What about one of our other products?

        Maybe some day we will find out that Jony Ive’s comment on the new apple watch and against the Swiss was paid by the Swiss watch industry.

  • Fantastic bit of advertising I’ve seen in a long time, especially the sound bite (pun intended) at the end; one minor detail, it should be an unlimited model, not just 50 pieces, it would probably outsell the Apple watch!

  • Oh I want one, but can’t afford it. This deserves to be revered and set as an example of what is so innovative about the Swiss Watch industry. Let’s have a cheaper version for all who aspire to own a Moser ‘sMart Watch’

  • Very bad form. A replica watch that’s more expensive than the original. Maybe it sums up the problem facing the Swiss industry.

  • The Apple Watch is a very handy tool especially when you travel a lot through different time zones.
    My mechanical watch needs to be repaired again as it can not cope with the constant time changes.
    I just had a month away from work and I have not touched my Apple Watch as it does nothing for me when I am not working. I prefer to wear a mechanical watch any time and in my opinion we are better to stop finding comparissons between two different products that happen to share a few identical functions between them. There is no ‘soul’ in a smart watch and as much as they are handy to use there is no joy in wearing them and there is no appreciation attached to the technology inside. The Moser & Cie watch is not my taste and I think they would have been better of to honour the mechanical complexity by not placing it in an Apple Watch ‘jacket’. Perhaps good for a laugh but for 25K I would know where I go shopping.

  • If I wanted something that looked like an Apple Watch, I’d buy the Apple Watch. For 25000 Swiss Franks I could get a great real mechanical watch!

  • Q:Now, how shall we see this attempt to provoke Apple by 1:1 copying the Apple Watch design?
    A: Imitation is the sincerest form of flattery.

    Q:Do you like the humorous approach Moser & Cie. did choose?
    A: yes, and it’s true.

    Q:Could one be more cynical?
    A: I would rather think it’s humorous. (U might be interested in seeing how Samsung made their ad to compete with apple)

    Q:Is this good guerrilla marketing?
    A:Yes, to get more attention maybe.

    Q:What do you think: Will Apple sue Moser & Cie. and help the little Swiss brand to get even more international attention?
    A: Definitely No. Apple might be too busy counting cash – Apple won’t mind to be mentioned in competitor’s Ad Campaign – Consumers might choose Apple instead.

    Q:Will the limited edition of 50 pieces thereafter become a real sought after cult watch?
    A: only if M&C promise they made no more – i’m fed up with limited editions – even Starbucks had limited editions.

    Q:Is it appropriate to present such a watch, or just bad taste?
    A: It is a swiss made watch happen to be twins as Apple watch. Nothing good or bad.

    Q:What would you have done, being Apple or Moser & Cie.?
    A: If money is not an issue, I’ll get both. If is, Apple. (Sorry M&C, it’s 25000 we’re taking about. not 250)

    Q:Should Apple CEO Tim Cook buy a Swiss Alp Watch, wear it and therewith demonstrate that he is absolutely relaxed about the Swiss antidote?
    A: I believe he might already got a few Swiss watch collections before M&C ever made Swiss Alp Watch, yet may(maynot) include M&C

    Q:Should Moser & Cie. bring Hermès on board an present the next edition of the the Hermès Apple Watch, sorry the Hermès Swiss Alps Watch?
    A: Unless M&C come up with the same leather craftsmanship like Hermes does – I suggest NOT to. You would never to mess up with fashionista

  • Pretty much in your face! I like it. I have never been an apple fan and to think a Swiss watch company has audacity to throw it right back at them. No, not Tim Cook. I want Steve Jobs to come back and buy a Moser & Cie! Who was that arrogant shill for Apple who said the mechanical watch industry was dead? Some of those ‘dead’ watches may beat them at there own game!
    But I must get real this is an apples and oranges argument. And I like oranges.

  • Wonderful and witty. A great compliment to the Apple designers from a great Swiss manufacture. The first Apple smart watch is a landmark – ironically this response will long outlive the original. So which one is smarter? Shame there will only be 50, but I suppose that’s part of the joke. I would love to have one.

  • Great, high end, high style, high jeweled mechanical watch with outstanding power reserve ant sophisticated look. Old money doesn’t need to be connected and the nouveau riche need nothing more than a good smart phone and/or computer to get through the day. The asking price is not much more than a simple Patek Calatrava. My guess is it’s already sold out.

  • Moser’s latest is a disappointment! A self professed luxury brand, yet merely copying the Apple Watch? COME ON!!!!

  • At 25,000 Swiss Francs and only 50 copies I don’t believe it will be a threat to Apple watch. If they can produce more of them and at a more “reasonable” price, perhaps in steel, I would be very tempted to strap one on. Right now it is well out of my wheel house.

  • A few comments:
    – At 24000 usd this will in fact not be such an impressive message towards smartwatch wearers. in fact the price alone will for the vast majority of people be incomprehensible and demonstrating all that is wrong with swiss watches.
    – Not everyone believes that mechanical watches have soul, such simple marketing by Moser! Most people like the quirkiness and craft, yet I also know several people who prefer the functionality of a smartwatch.
    – It looks good, which in a way proves that the Apple Watch has a good design.
    – for info, I received the Apple Watch as a xmas gift (stainless version which looks a lot more refined than the sporty aluminium version; on a leather strap). It does not replace my mechanical watches but I find it very nice indeed, I have worn it often and it looks good even on a suit. Also the functionality is quite practical.
    – The Moser makes me wish that Apple should add a watch face with a small seconds subdial.
    – It is a pity that Moser didn’t copy Apple’s WONDERFUL strap exchange system. With just a few cheap adapters I can now easily swap straps on my Apple Watch, so much nicer than old fashioned spring bars!
    – As an aside, I saw a Huawei smartwatch and its “replica” dials were just awful, too much light coming from the dial, fake metal dial texture – it makes it all look very kitsch. I predict that the Tag smartwatch dial will suffer in the same way: ok looks on pictures, kitsch in reality. It was clever and tasteful by Apple to not go that way but to rather opt for a stylised approach.

    I don’t think that smartwatches will replace mechanical watches. It is fun to wear both. But I think that affordable quartz watches are doomed. My stainless apple watch has nicer finish than most similarly priced quartz watches you can find in the malls, and it has more function with the same (lack of?) soul.

  • Apple has 6% of the Smartphone business and makes 60% of the segment’s profits. Moser does not have 1% of the Swiss watch business so I know which one I will bet on.

  • LoL!!! I love it!! “Revolutionary Power Source: 100 Hours at your fingertips”. Disclosure: I’ve got an iPhone, I don’t need a second one on my wrist…..

    “Will the limited edition of 50 pieces thereafter become a real sought after cult watch?” Yes. I predict an extreme mark-up if/when any Swiss Alp Watches go to auction.

    • “Best” would be that Apple´s lawyers start to take action against the 1:1 copy … If in the end one judge would stop Moser selling the watch the price would literally explode … I am sure this will not happen … But it is within these comments that the “imagination is in the head”

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