Since its acquisition by the family-owned MELB Holding Group, H. Moser & Cie has been rebuilt, transformed and revolutionised to reach its full potential. Under the guidance
of its new directors, it proudly plays a leadership role within the independent watchmaking industry.
When MELB Holding took over H. Moser & Cie in 2012, the brand was in a perilous state. Yet, despite being in the red with little brand awareness among the general public, the company had a certain aura and a potential that were immediately obvious to the Meylan family. With a full-fledged Manufacture at its disposal, it even mastered the production of regulating organs and balance-springs through its sister company, Precision Engineering AG. It also boasted a rich and fascinating history spanning almost two centuries, as well as its own unique products.
With a keen appreciation of the finest watchmaking traditions, the Meylan family opted to use the brand’s existing strengths as a basis for its development: “The idea was to draw on what had already been done well – and there were lots of good things – and to further improve this by adding a bit of our own personality, (i.e.) by respecting the past but incorporating a contemporary and occasionally irreverent edge.”
That was the result which Edouard, as CEO of H. Moser & Cie, set out to achieve, supported by his brother, Bertrand, as CEO of MELB Luxe Subsidiaries, and a loyal team.
There were numerous challenges to overcome, but the list of accomplishments and successes is astounding. Over ten years, the brand has built a global reputation, played a pioneering role in embracing the digital era, reached new audiences and connected with an engaged community.
Sixteen Manufacture calibres have been developed, and five new collections introduced, including one-offs such as the Swiss Alp Watch and the Venturer, as well as permanent ones for the Heritage, Pioneer and Streamliner lines, which complement the core Endeavour collection.
A multi-phase process
This extraordinary project has been undertaken in multiple phases, requiring
the involvement of all the H. Moser teams, from engineers to watchmakers and CNC technicians, as well as all other collaborators at the Manufacture and around the world. The first phase – inevitably – was the restructuring. This was a necessary step to ensure the brand could start out on the best footing to tackle the re-engineering step, by optimising processes to improve efficiency.
As soon as it was financially feasible, the Manufacture was completely redesigned, with an emphasis on modernisation through the purchase of new machines dedicated to milling, but also for very specific tasks related to the manufacture of hairsprings, such as coiling and rolling. At the same time, in-depth work was carried out to reposition the brand’s image, with the adoption of an engaged communication strategy featuring a fresh, bold and transparent approach symbolised by enticing products.
Introduced in 2015, the Endeavour Perpetual Calendar Funky Blue was the
first example of renewal at H. Moser & Cie: equipped with the brand’s ingenious and award-winning perpetual calendar movement, as well as the added dynamism of an electric blue gradient dial never before seen on an Haute Horlogerie model, and a rugged, raw leather strap. In 2020, and in the midst of the pandemic, H. Moser & Cie released its new Streamliner collection, featuring an integrated metal bracelet with a singular, fluid design. It was a huge success, enabling the Manufacture to attain a level of stability that the brand still enjoys today.
A bright future
In 2022, H. Moser & Cie embodies exceptional watchmaking, built on traditional roots and offering timeless elegance with an artfully provocative edge. The brand enjoys an independence that offer it great freedom to act and respond. With four complementary collections, each one beautifully balanced and exhibiting its own personality, it was one of the first brands to embark on the digital journey, launching an ecommerce platform perfectly in sync with the times.
Information courtesy of the Federation of the Swiss Watch Industry