This Brand Just Trolled Apple With a $26,900 Watch

Introducing the H. Moser Swiss Alp Watch Zzzz. 

Source: Hodinkee

Originally published by Stephen Pulvirent on Hodinkee. 

I'll just go ahead and say it: This is my favorite iteration of the Swiss Alp Watch yet. I'm a big fan of H. Moser and really enjoy the brand's mix of minimalist styling and serious watchmaking, but I've never really loved this play on a certain Cupertino-born creation. But this one I'm into. The new Swiss Alp Watch Zzzz (forgive the name) has an all-black dial that actually makes it look shockingly similar to its smartwatch inspiration.

The Zzzz has a white gold case in that familiar soft-rectangle shape and with those familiar wire lugs that give the Swiss Alp Watch its character. But, below the curved crystal sits a deep glossy black dial with no signatures at all and just a simple pair of white gold leaf hands floating over the top. You could, from even a relatively close distance, mistake this for an Apple Watch if you weren't paying close attention. To me, it's the most successful play on the idea of the Swiss Alp Watch yet, being both a little subversive and a little playful, all while still being a quality mechanical watch.

Source: Hodinkee

This new iteration of the Swiss Alp Watch is technically identical to previous models. The case still measures 38.2mm x 44mm (and 10.3mm thick) and has the hand-wound HMC 324 movement inside. This is an in-house rectangular caliber that has a four-day power reserve, an interchangeable Moser escapement, and 27 jewels. It's no slouch of a movement and the decoration is nice as well. It's easy to look at the Swiss Alp Watch and assume it's just a novelty, but this is still a Moser watch we're taking about here and it's still true haute horlogerie.

The Brrrr is a more colorful take on the "concept" Swiss Alp Watch.
Source: Hodinkee

If the all-black look isn't your thing, there's another new Swiss Alp Watch to check out. This one is called the Brrrr (again, not loving these names) and has a Funky Blue fumé dial set in a white gold case. If you've never seen a Moser fumé dial in person, figure out where the closest retailer is, drop what you're doing, and go right now. They're some of the best dials being made today, and one this expansive and open is something I could stare at for quite a long time.

Both of these new Swiss Alp Watches are priced at $26,900 and each is limited to 20 pieces (each engraved "1 of 20"). For more, visit Moser online.

Hodinkee is the preeminent resource for modern and vintage wristwatch enthusiasts. Through in-depth reviews, live reports, and dynamic videos, Hodinkee is bringing watches to a 21st-century audience.

    Before it's here, it's on the Bloomberg Terminal.