ChatGPT: “Moser watches are known for their exceptional craftsmanship and minimalist design”
Edouard Meylan: True, although that isn’t the whole story. We’re constantly working to improve our hand finishing, make our movements even more reliable, and be technically creative. This doesn’t mention the brand’s offbeat character either, nor the avant-garde approach to complications that sets us apart and has done for more than a decade. H. Moser & Cie. is all this, not just craftsmanship and design.
ChatGPT: “The brand adheres to a ‘less is more’ philosophy”
That is pretty much true. It goes with minimalism and is something we’ve accentuated over the years. ‘Less is more’ has always been part of our DNA but we’ve learned to play around with it, and it’s thanks to this that we can display functions in inventive ways. Our perpetual calendar is one example.
ChatGPT: “H. Moser & Cie. has made a name from its bold designs and emphasis on craftsmanship”
Not exactly. Lots of brands make use of traditional techniques. We stand out for how we use them. Take the example of our textured gold dials, which are hammered then finished with translucent coloured enamel. Yes, these are artisanal techniques but from a considerably more modern perspective. We’re not alone in valuing craftsmanship but we do so in a unique way.
I’d also add the importance of technical innovation. We can’t surf the three-hander wave for ever. There has to be an even balance between creative thinking for the movement and creative thinking for the display, as with our perpetual calendar, or the chronograph we produced with Agenhor. There’s a market for this kind of development. Our customers want innovation, they enjoy the spectacular aspect of a dial. This was the thinking behind our first retrograde display, which we debuted a couple of weeks ago. It’s both simple and remarkable, with significant added value on a dial.
ChatGPT: “H. Moser & Cie. is known for its bold marketing campaigns”
Can’t argue with that! We went down that road in our early years with campaigns that created a lot of buzz. Now we do things differently, looking further into the future. It’s more subtle, for example our collaboration with Studio Underd0g or the 3D-printed Genesis in titanium, with its engraved QR code and blockchain authentication. Now it’s less about guerrilla marketing and more a question of continuity.
ChatGPT: “H. Moser & Cie. is known for its passionate approach and its commitment to handcrafting”
That’s true, if you consider how we advocate for watchmaking skills. Further proof of this will be the opening of our new manufacturing facilities, scheduled for 2027-2028. Having said that, philanthropy isn’t at the core of who we are. We do what we can with the resources we have. We support a number of causes which we think are important, but on an occasional basis and only ones that mean something to us.
ChatGPT: “Entry-level models start from €20,000 to €30,000, while more complicated models and limited editions can reach €100,000 or more”
No, that’s not true. Our lowest-priced models still cost in the region of CHF 14,000. It’s not easy maintaining this price but it matters to us that we do. Our complications go up to CHF 350,000 and reach CHF 1.5 million for gem-set models.
ChatGPT: “Fairs such as SIHH can be a good opportunity to buy a H. Moser watch directly.”
Definitely not (laughs)! And SIHH no longer exists. The purpose of a fair isn’t to sell directly to the public, although we can of course give [a member of the public] an appointment or use a concierge service. We sell first and foremost through our authorised retailers.
ChatGPT: “H. Moser & Cie.’s main market is Europe, with a high concentration of customers in Switzerland, Germany and France”
Again, wrong! The United States are our main market in terms of country and in terms of region, it would be Asia with around a 35% share. ChatGPT must be using data from 2012–2013 when we did have a strong presence in Switzerland and Germany, given that our only retail partner was Bucherer.
ChatGPT: “Be careful when buying watches as an investment; they can be volatile”
Not H. Moser & Cie., not really. While we have seen a global downward trend in the pre-owned market these past eighteen months, we’re holding our value well in our segment. What matters is to look a year and a half, two years down the line, in which case a Moser watch is strongly positioned, often [selling at] retail price and sometimes higher. Rarity means we retain our value.
