H. Moser & Cie. joins the big league

In 2016, H. Moser & Cie. joined Watches and Wonders for the first time, in the “Carré des Horlogers”, a showcase dedicated to independent watchmakers and small brands with great watchmaking potential. Nine years later, after introducing a series of bold innovations and consolidating its exceptional growth, the brand is entering a decisive phase: In 2026, it joined the main hall, affirming its new status alongside the great historic brands. This progression recognises the success of the independent model, as well as the financial strength and positive dynamic of H. Moser & Cie., and the effective role of the “Carré des Horlogers” as an incubator. Having started small, the Schaffhausen-based manufacture is now taking its place in the big league.

Having narrowly avoided failure in 2012 thanks to its takeover by MELB Holding and the Meylan family, H. Moser & Cie. then embarked on a radical transformation: industrial restructuring, repositioning of the brand image through committed communication and bold statements, and a return to uninhibited creativity. From 2015 onwards, the Endeavour Perpetual Calendar Funky Blue model set the tone, pairing the brand’s signature complication with a unique electric blue dial. In the same year, the first Concept Watch, with no logo or index, broke with watchmaking conventions and put the product back in the spotlight. In 2016, it was the Swiss Alp Watch, an ironic nod to the smartwatch, that established H. Moser & Cie. as a self-proclaimed disruptor in the industry. This was followed in 2017 by the provocative Swiss Mad Watch, with a cheese case, and then in 2019 by the Moser Nature Watch, a manifesto promoting sustainability. Each stance reinforces the brand’s aura, which cultivates its uniqueness while gaining international visibility.

In 2020, the Streamliner collection marked a turning point and heralded a new phase of maturity for H. Moser & Cie. The brand’s expansion is moving at pace with the opening of six boutiques — in Hong Kong, Shanghai, Beijing, Seoul, India and California — with another three new locations to be added by the end of the year, as well as two immersive Moserland spaces. Supported by its four subsidiaries in Asia, China, the Middle East and the Americas, the brand is asserting its international presence. Unexpected collaborations, such as the one with Alpine Motorsport in 2024, illustrate its ability to combine watchmaking heritage with contemporary innovation.

In 12 years, production has increased tenfold and turnover fifteenfold. With over a hundred employees worldwide, the brand relies on unique industrial facilities, enhanced by its sister company Precision Engineering AG, which specialises in watch movements. H. Moser & Cie. embodies exceptional watchmaking, built on traditional roots and offering timeless elegance with an artfully provocative edge. The brand enjoys an independence and flexibility that offer it great freedom to act and respond.

Today, a new page is being written in the history books. After nine years in the “Carré des Horlogers”, H. Moser & Cie. will move into the main hall of Watches and Wonders in 2026. A natural evolution, demonstrating the financial strength, continued growth and renown of the brand: From a little gem in the “Carré des Horlogers” to a brand that is now a key player on the international stage.

h-moser.com