H. MOSER & CIE SWISS MAD WATCH

In recent years, we’ve seen an explosion of interesting new case materials—carbon fibre, titanium, and even parts of historical artefacts (case in point, Romain Jerome’s Titanic DNA watch). Probably what no one was expecting, however, was a case made from Swiss cheese—yes, you heard us right, cheese. H. Moser & Cie has released the Swiss Mad Watch (not a typo—it’s an intentional play on the term Swiss made) that features a case made out of a composite material that includes locally sourced Vacherin Mont d’Or cheese.

This is the result of H. Moser & Cie’s stance in the ‘how many components must be Swiss in origin for a watch to be classed as Swiss made’ debate, with the brand announcing that 60 per cent is too lean a requirement. The brand makes a point of the fact that its creations are all over 95 per cent Swiss—and as proof of this fact, has released a 100 per cent Swiss watch with a 42mm case crafted, in part, of that other great Swiss export: cheese.

This tongue-in-cheek timepiece also features an attractive red fumé dial that, coupled with the doubled-up indices at 12, 3, 6 and 9 o’clock, is more than slightly reminiscent of the Swiss flag. The hand-stitched strap is made of Swiss cowhide, and the movement is built entirely in-house at the brand’s Swiss workshop, and beats at 18,000vph, with a power reserve of three days.

It’s all for a good cause, of course—the proceeds of the Swiss Mad Watch, which is priced at 1,081,291 CHF in honour of Switzerland’s founding date of 1291, will go towards a fund to support independent Swiss watchmakers. Point made, H. Moser & Cie, point made.