When you think of H. Moser, a select handful of words come to mind: classic, traditional and, of course, fumé. There’s also the other side of the business that loves taking potshots at the industry with its polarising marketing tactics (as we all saw once again during SIHH), but in the halls of SIHH our focus was set on the brand’s latest creation: the new Endeavour Flying Hours. Looking solely at its sleek case and the blue hue of its dial, the piece still oozes H. Moser design DNA; however, its time indication is something entirely different. Using a unique satellite-style time indication — one very reminiscent of the Urwerk UR-103, to be fair—this latest release came as a bit of a surprise. From a static first glance, it’s hard not to draw the Urwerk parallel, but seeing the caliber in action reveals a few significant (and needed) differences. Unlike UR calibers where the satellites orbit around the centre of the dial, the satellites of the Endeavour Flying Hours are fixed. Mounted on a round central bridge finished in black DLC, three funky blue discs are used to display the current hour. On a clear sapphire disc resting above its… Read More
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
