Luxury Swiss watchmaker H. Moser & Cie is not impressed with the smart watch it would seem.
When Apple Watch launched last year Moser’s chief executive officer, Edouard Meylan was quick to release a comical video announcing the brand’s own smartwatch, which turned out to be a particularly user friendly mechanical perpetual calendar. The video was full of thinly veiled references to Apple, as you can see here.
Meylan is nothing if not persistant and has now announced the H Moser & Cie Swiss Alp Watch, an 18ct white gold, limited edition mechanical watch with a case shape that could easily be mistaken for that of the distinctive Apple Watch.
“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”, explains Edouard Meylan.
“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!”