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 …
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