According to at least one insider, the Swiss watch industry is facing an ice age that could decimate sales. Smartwatches are already reported to be having an impact on sales and they are likely only getting started. A number of Swiss watchmakers have begun to respond with new products. H. Moser & Cie. is the latest to unveil a product designed to take on the smartwatch and their approach is unique. It chose today to “fight for the values underpinning the reputation of several centuries of Swiss watchmaking” with the introduction of the Swiss Alp Watch, the symbol of this fighting spirit.
It’s clear from the first look at the H. Moser & Cie. Swiss Alp Watch who its target is. It is almost identical to the Apple Watch but trades away the digital components in favour of a grey fume dial and mechanical components. Even the name is not a not-so-subtle jab at Apple’s smartwatch.
“The Swiss Alp Watch does not allow you to make calls, or send messages to share the latest gossip; it does not give you the option to send beautiful sketches you have created on a two-inch screen or to share your heart rate. It does much more than that: it lets you reconnect to what matters in life. It takes you back to sharing emotions with your nearest and dearest without a filter, interface or embellishment. Most importantly, it is something you can pass on to your children one day without having to upgrade it!”, says Edouard, with a smile.
The promotional video that H. Moser & Cie released with the watch echoes those sentiments:
With 200 years of R&D, H. Moser & Cie call attention to the fact that the Swiss Alp Watch only supports one app (Time) and does not require recharging or upgrades. It does not support any phone functions, notifications or health monitoring.
The Swiss Alp Watch will be limited to 50 white gold pieces. It will sell for US$24,900 (about CA$35,000).
Will you “upgrade to a mechanical watch” like the Swiss Alp Watch as H. Moser & Cie. invites you to do?