H. Moser & Cie.

HOW TO: Make your watch brand go viral, a marketing masterclass by Moser


It’s both reassuring and alarming to discover that H. Moser & Cie. CEO Edouard Meylan is a human version of his brand’s watches: he is stylish, sophisticated, smart (more on that later) and in possession of a sense of humour that is never too far from the surface. He’s also refreshingly direct and far from complacent about the favourable position he currently finds himself in. All of which adds up to a boss who’s well placed to bring the old, established name of Moser back into the spotlight. I sat down with Edouard in Sydney yesterday, and received a crash course in brand-building 101 from the Wharton graduate. If you’ve ever wondered how to make a niche watch brand mainstream news, read on. Step 1 – Have something to fight for I heard Mr Hayek and Mr Biver on the radio, and I thought, – why do we always hear from the guys who have already made so much money? We don’t hear about the people who might just disappear. That’s when I thought – what would Jean-Claude Biver do in my position – he would speak out. So I wrote the letter. Felix Scholz: I want to start in January 2015 – when the… Read More