Swiss Watchmaker Adds Cheese to ‘Make Swiss-Made Great Again’
- Swiss-Made watches may be as much as 90% Asian, H. Moser says
- Company’s new watch has case made with alloy of Swiss cheese
The Swiss Mad watch
Source: H. Moser & Cie.In a protest to show that Switzerland’s new rules on Swiss-Made are too lenient, a luxury watchmaker has built what it calls a 100 percent Swiss timepiece, composed only with locally produced natural resources, such as a strap of cowhide rather than alligator leather, plus a more unusual ingredient: cheese.
At Geneva’s annual watch fair, which opened Monday, H. Moser & Cie. unveiled the one-of-a-kind piece, whose watchcase is made of resin mixed with pasteurized Vacherin Mont d’Or cheese. The “Swiss-Made” designation is so meaningless that the brand will no longer use it, the Schaffhausen-based company also said.