[Interview] H. Moser & Cie. CEO Edouard Meylan

H. Moser & Cie. has established a unique position among the small fashion houses. The company's use of fumé dials and provocative style has led to many imitators. What does the company's CEO, Edouard Meylan, think about this situation?

It's not about provoking, it's about pushing boundaries

"We believe we are pioneers in the watch industry. We have continued to take on new challenges in design, technology, and business, and have incorporated new ideas. I think the same is true in e-commerce. The Genesis Concept is one example. We have always had entrepreneurial spirit and wanted to create something new and different. Some people may see it as provocative, but it's not. As a result, we have created a buzz in the watch industry. The important thing is to push boundaries, not be provocative," he added, citing several brands as examples.

"We have to move, we have to explore new segments. That's why we're an independent brand. I believe that all brands have to surprise their users. It's not about provocation. Of course, there are brands that do things that are established. On the other hand, there are brands that surprise. This is an ecosystem that fosters renewal. In terms of pushing boundaries with crazy endeavors, I think that changed around 2001 when brands like Richard Mille came on the scene. Of course, it's important to explore new territories, but it's a difficult task for large brands. On the other hand, because we're small, it's easier for us."

　So what's next for H. Moser & Cie?

"Post-COVID, we will move towards silence. I think we are ahead of the competition in terms of being avant-garde."

　And he intends to further strengthen that position.

"We want to raise the bar on quality and incorporate new craftsmanship. We want to try new and challenging things, like lacquer, enamel and Vantablack dials."

　He emphasizes the importance of balancing quality and quantity.

"We want to grow our business, but at the same time we want to improve the quality. To improve the quality, we want to promote industrialization." His aim is specific.

"We are currently making several changes. One of them is the consolidation of suppliers. We would like to bring the manufacturing of dials and bracelets in-house. We have also increased the amount of hand-chamfering we do on movements. We would like to increase the value of movements, cases, and dials. Quality is important."