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Please watch till the last second. It's humorous. This message has been edited by Luis6 on 2016-01-07 03:00:04
BREAKING NEWS: H. Moser & Cie presents 'Swiss Alp Watch', designed after the Apple Watch!
There is a very remarkable press release, excerpts here:
"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."
"As the challenge of the smartwatch emerged, it threw Swiss watchmaking into turmoil. However, the complete lack of a response from most market players is remarkable in itself. Doing nothing and waiting for the threat to pass is certainly a dangerous course, but it is less offensive to Swiss watchmaking than the opportunists’ approach of combining traditional, high-end watchmaking with already-obsolete technology such as connected bracelets, NFC/RFID chips and other outmoded interfaces. These attempts are bound to fail, due to the lack of resources, vision and a captive market. The future of Swiss haute horlogerie will be bright, provided it continues to innovative and be creative, while focussing on its inherent values of quality and tradition."
"'... 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."
Please read the entire press release posted up in NEWS - simply click here !
Interesting times, very interesting times indeed!
Magnus
The Apple Watch a threat? A trend, yes, a marketing opportunity certainly but a threat???
How can a lover of fine horology or mechanical watches be tempted to sell his watch to go for an Apple watch?
A mechanical watch is a life style, a passion, an Apple watch is a different life style. It may be fun, it may be useful, but it is a totally different playground which cannot compete with the world of horology.
With this ad from Moser, it is marketing against marketing. Funny, amusing, smart, but exagerated. Like marketing is, too often.
Best,
Nicolas
Many entry-level watch manufacturers must be scared.
This is the smartwatch target and a smart guy like JC Biver has accepted this new challenge.
JCB has accepted the challenge, but I doubt it will be a great success...
when I saw the presentation of the TAG Heuer smartwatch, my concerns (that the industry by and large does not understand the smart watch) got once more substantiated.
Magnus
Magnus
"a jarring mix of premium build and cheap-ish feeling of Android Wear, and the sub-standard screen"
(Techradar). Also, from what I heard the so far shipped quantities are indeed sold out, with replenishment stock to arrive at retailers these days. Nothing special for a new product in a 'hot' catagory (is it really? time will tell!) that went into the stores first time this christmas season...
also an interesting legal case as this is different ..
being mechanical and not sure if apple patent for the case would apply here..in any case I would love one !
Sure, a smart watch is not a thread to high horlogerie. But for the lower mid to entry level segment, it indeed is, I guess! [nt]
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Well, I rather like this approach, actually. :)
According to Moser, only 50 pieces of this "Swiss Alp watch" will be made, so I see this model as an intriguing response to Apple watch from a vanguard of traditional mechanical watchmaking, in a serious yet humorous way.
Cheers,
Luis
Marketing is one thing...
And I like the idea behind building something to make it relevant, but getting too close to the design and look of something some else owns, that's not very nice.
Traditional watch case and dial is not owned by Apple or anyone
Richard,
We can see similar (if not identical) watch cases with wire lugs in horology museums across Switzerland (G-P, Patek Philippe, Chopard, MIH).
The dial is a true representation of traditional watchmaking rather than an electronic rendering.
I guess Moser is saying: "Get a real watch; it looks better real."
Regards,
MTF
That may be true
I do also like that they're selling a good idea of owning a real watch...but marketing it directly against the smartwatch and then coming out with a design to look just like the Apple watch is cutting it too close, don't you think?
It still is a nice watch..just the whole approach could have been a little "more gentlemanly", in my opinion.
It still is a nice watch..just the whole approach could have been a little "more gentlemanly", in my opinion.
I understand your musings, plus, why the name 'Swiss Alp watch'? What connection does Moser have to Alps? [nt]
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Bah, the new direction of Moser is full of pyrotechnics...discouraging....
from a brand based on the refined product to another storytelling exercise....boring at its best.
This message has been edited by moc on 2016-01-07 02:34:35
How to demolish the reputation of a brand,from sapphire watches to cheap marketing....
The chance of me getting a Moser these days?"VERY RARE"........
it is a bit hedgy but...
Moser was not really enjoying a great growth under the previous ownership. It is very difficult to compete with other names in this price segment. To be what they are doing here is really fresh and innovative. At least is not yet another tourbillon for the super rich. It is also very bold and daring. Just google moser + apple watch to see how successful this could be 
General success is not directly proportional with my appreciation..
The Spice Girls sold millions of records,but becoming amongst my fav groups takes other qualities.
No doubt Moser wasn't doing well,and this new" quirky" approach might serve the purpose of economical success,but isn't that sad,that economical success is the only criteria to judge a brand.
Give me the old Moser,with the perpetual1,the mayu, etc...but that wasn't a viable exercise,,again,that is sad.
Mo
No doubt Moser wasn't doing well,and this new" quirky" approach might serve the purpose of economical success,but isn't that sad,that economical success is the only criteria to judge a brand.
Give me the old Moser,with the perpetual1,the mayu, etc...but that wasn't a viable exercise,,again,that is sad.
Mo
yes of course you might be right and there are different ways to...
interpret their campaign. I found their previous video about the "original smart watch" (perpetual funky blue) less interesting and boring so I can understand how some will find this boring too!
You got to love these guys!
I would call this typical British humor. Building a mechanical 'Apple' watch. Brilliant!
Respect Moser, respect.
This brand is getting higher and higher on my ladder of esteem. Just take a good look at what they are doing. They have got a very complete and diverse line up.
Classical with a twist
Small Seconds fumé dial
Classical yet innovative lay out
Perpetual Calendar
Classical
Endeavor Small Seconds Bryan Ferry
H. Moser & Cie. A company to watch?
Arie, the last one is the one I understand least. Ok, BF designed it, but it looks rather generic compared to other two. [nt]
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True
Limited edition. Looks more like a '30s vintage watch. Personally I like the other ones better.
I like their official video.
"no upgrade needed", no worries for "power supply down", "simple interface", "most essential applications", ........etc. And even an interesting sound appears at the very end of the video.
The Original SmartWatch
They did a video about a year ago announcing their version of the SmartWatch...
Apparently, Edouard has a sense of humor...
Moser
I really had mixed feelings on this but in viewing the video and noting the very limited edition I actually think it's a fantastic 2 fingers up to Apple.
Apple have as many knockers as they have had fans, I'm a big apple fan and once upon a time thought seriously about a AW, the fact remains it's a fad, it has got my son into mechanical watches and for that I am truly thankful but it will never be a true competitor or alternate to a mechanical offering.
Moser have through this watch ridiculed Apples position that the Swiss Watch Industry was under attack and perhaps purposefully turned the table on them in mimicking their advertising - bravo.
This is not a Quartz crisis of that I have no doubt...
Apple have as many knockers as they have had fans, I'm a big apple fan and once upon a time thought seriously about a AW, the fact remains it's a fad, it has got my son into mechanical watches and for that I am truly thankful but it will never be a true competitor or alternate to a mechanical offering.
Moser have through this watch ridiculed Apples position that the Swiss Watch Industry was under attack and perhaps purposefully turned the table on them in mimicking their advertising - bravo.
This is not a Quartz crisis of that I have no doubt...
Love It!
Love the concept and I am certainly more likely to buy this as the "Anti-Apple watch" ...And I am even a HUGE Apple fan! (Just not a fan of the Apple watch)
Kudos to Moser!
A HUGE concern!
I’m enrolled in an excellent online specialization on Business Strategy offered by the University of Virginia and provided by Coursera. As I move forward with it, and being a strategy execution professional for many years, I would be VERY concerned if I was the Swiss watchmaking industry, based on a simple fact – generations Y and especially Millennials are not interested AT ALL in mechanical watches.
I know this kind of poll has been made before in watch forums, and the results showed that the absolute majority of us are from 30, maybe 35, to 80 years old, with a higher incidence in the 40 to 60 range. We lived the era of mechanical and quartz wristwatches when we did not have the time so “available” like it is today: at the cell phone, computer and tablet screens, car dashboard, TV, cable TV converter etc. Because of that and because for many of us they are an important, sometimes VERY important part of our childhood and adolescence, we LEARNED to love watches.
It is simply NOT the case of Y and Millennials. Only a handful of them – our kids, grandkids, nephews and nieces – have part of the reference we had, because of us. Even our contemporary, most of them, wear cheap, disposable quartz pieces that do not inspire kids “mechanically-wise”.
In my opinion, it is a HUGE strategic issue and I would love to know what the industry strategists and decision-makers think about it.
Marcelo
I am not a decision marker in the industry but..
I think it much depends on the segment you are looking at. In this forum many watches are not exactly accessible for someone in his early 20's. Most of the younger people I know usually aim to get a rolex (from what I can see most of the rolex forum here is about vintage watches) for two reasons a) is a status and b) is very reliable.
Both omega and rolex are largely seen as appropriate for a younger generation and often parents buy them as important presents. I don't think that you can say that the new generations is not interested "at all" in mechanical watches. Perhaps less interested but have also a much bigger market of people that can afford mechanical watches so I think that the market is considerably bigger than in previous generations.
Why would Patek or some of the leading brands worry? They are anyway a niche that only a few % of the world population can afford. These clients will always be interested but at the right age and moment. Of course much depends on the technology and what a smartwatch will look like in 10 years but I don't think you should worry for brands owned by very wealthy families and conglomerates
It also much depends where you live etc. so very difficult to generalise.
Both omega and rolex are largely seen as appropriate for a younger generation and often parents buy them as important presents. I don't think that you can say that the new generations is not interested "at all" in mechanical watches. Perhaps less interested but have also a much bigger market of people that can afford mechanical watches so I think that the market is considerably bigger than in previous generations.
Why would Patek or some of the leading brands worry? They are anyway a niche that only a few % of the world population can afford. These clients will always be interested but at the right age and moment. Of course much depends on the technology and what a smartwatch will look like in 10 years but I don't think you should worry for brands owned by very wealthy families and conglomerates
It also much depends where you live etc. so very difficult to generalise.