Think about the watch brands that pop up in your Instagram feed or are frequently discussed on our site and others like it, and you begin to see that brands take on highly distinct personalities that are, more than anything else, a reflection of the way we interact with them. Brands, of course, aren’t human beings. They can’t have “personalities.” But we imbue our thoughts and feelings onto them, and their watches. Marketing, and the brand’s mere presence in the space, trigger all kinds of reactions not just to a brand’s products, but their image. Maybe Rolex represents stoic sophistication, and Grand Seiko a type of alternative ornateness, for example. What a brand represents to you, positive or negative, has a deep impact on how we interact and live with their watches.
Moser and Cie. seem to know this. I can’t think of any other brand that’s worked harder over the last five years to cultivate a specific image in the eye of the watch buying public. The work is hard in the truest sense, because it seems that what H. Moser wants to convey about themselves is so far removed from the status quo of the luxury watch world that they almost appear to be making it up as they go along. They aren’t working from a recognizable template.