While H. Moser & Cie is an esteemed Swiss brand that pays tribute to the centuries-old craftsmanship the country is so well known for, their approach to marketing is anything but traditional. Where other brands burn through mind-boggling budgets, spend on celebrity ambassadors, front page ads and of course any influencer willing to play for pay, Moser takes a completely unorthodox approach by applying what seems to be the only commodity in short supply in Switzerland: humor!
For the launch of the Pioneer, they set up the ‘Pioneer Chronicles’ which promotes the watch by a humorous approach. Through articles and videos, Moser highlights certain marketing aspects of the Swiss watch industry in a fun yet honest way. While this may not be appreciated by all, they not only have a point but also deliver it in a highly entertaining way.
With this, they display the power that a smaller player within the industry still can have, without having to dedicate disproportional resources to it. At the same time, they also stay true to their DNA, that not only respects and utilizes the Swiss art of Haute Horlogerie, but with an innovative and tantalizing touch.
