Unmeltable cheese watch sold at auction

On the left is the "Swiss Mad Watch," a 100% Swiss-made watch with a case made from poured cheese. On the right is the "Swiss Alp Watch," a watch made to protest against smartphones. The two watches sold for 10 Swiss francs.

　At a Christie's auction held in Geneva on May 15th, the "Swiss Mad Watch" (Only Piece) and "Swiss Alp Watch" manufactured by H. Moser & Cie. were sold. The winning bid for the two watches was 10 Swiss francs. All proceeds from the sale will be donated by H. Moser & Cie. to the Swiss Watch Culture Foundation, which will use the proceeds to support apprentices in the watchmaking industry and to preserve the art and craft of watchmaking.

　The Swiss Mad Watch was produced as the company's protest against the recently revised Swiss-made regulations for watches. Feeling that the revised regulations, which allow a watch to be called Swiss-made if 60% of its components are produced in Switzerland, were insufficient, the company removed all mention of Swiss-made from the dial and produced this watch. The strap is made from Swiss cowhide, and the case is made from the composite material ITR2 mixed with carefully selected "cheese" from nearby farms. It goes without saying that the dial and movement are entirely Swiss-made.

　From 2018 onwards, H. Moser & Cie. will continue to release one watch per year in the "Swiss Watch Series" through Christie's. Will their ironic approach have a major impact on the outdated Swiss watch industry? We look forward to next year with high hopes.