The irreverent Swiss Mad Watch from H. Moser & Cie.

The Swiss Mad Watch is H. Moser & Cie.’s satirical comment on the Swiss Made label for watchmaking, which was revised from January 1, 2017, to require that only 60 per cent of components in a watch needs to be of Swiss origin to qualify for the label. Electing to create a 100 per cent natural and entirely Swiss watch, H. Moser & Cie. draws on one of the most precious Swiss resources – its cows – for the Watch. The case is created from real Swiss cheese as a base material, while the strap is made of Swiss cowhide. The watch is finished with a red fumé dial and doubled indices at 12, 3, 6 and 9 o’clock, subtly reminiscent of the Swiss flag.

Presented during the SIHH, the watch is priced at CHF 1,081,291, referencing the signing of the Swiss Federal Charter on August 1, 1291. All proceeds from the sale of this watch will be used to create a fund to support independent Swiss watchmaking suppliers currently suffering under the difficult economic situation and outsourcing to Asia.