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The masterminds at H. Moser & Cie are at it again. In retaliation to the decision to toughen the legislation around the Swiss Made Label from 50 to 60% the Swiss watchmaker has decided to forego the label altogether. From January 1, 2017, 60% of the watch components must be of Swiss origin in order to be considered eligible for the Swiss Made label.

H. Moser & Cie has made the decision as they believe that this reinforcement is insufficient: and will lead to more confusion rather than adding value. Without any in-depth knowledge of the Swiss Made Label, the company has made the assumption that there is a big gap between end-consumers’ perception of the label, who generally take the Swiss Made designation to mean the item is 100% Swiss!

The small Schaffhausen-based Manufacture, whose own production processes are over 95% Swiss, would have welcomed a much stricter standard. For this reason, H. Moser & Cie has decided to forego the Swiss Made label, and from 2017, it will no longer appear on the dial of any new their watches.

H. Moser & Cie is removing the Swiss Made label from the dials of its models. An H. Moser watch, as a true traditional product that demonstrates watchmaking craftsmanship, can speak for itself. This decision comes from a team led by a CEO who has been responsible for a series of fiascos including a hideous mechanical phone called Celsius X VIII and the Swiss Alp Watch – a no-brainer mechanical imitation of the Apple watch.

H. Moser & Cie will take their preposterous approach to its extreme: on January 12th, 2017 by launching a Swiss watch produced in Switzerland, by Swiss watchmakers and using materials of Swiss origin minus the Swiss Made label. This piece will be presented during the Salon International de la Haute Horlogerie (SIHH) between January 16th and 20th, 2017. The watch dial will be fuming red!