H. Moser & Cie Swiss Mad Watch & Swiss Alp Watch Prototype

About this reference

The H. Moser & Cie. Swiss Mad Watch, reference 8327-1400, was produced as a unique piece in 2017 to protest changes in Swiss Made labeling requirements. The 42mm case is constructed from a stabilized resin composite containing genuine Vacherin Mont d’Or cheese, paired with a cowhide strap. It features a red fumé dial with white indices, mimicking the Swiss flag, and houses the hand-wound caliber HMC 327 with a 72-hour power reserve. While the original cheese-cased watch was a singular prototype, Moser also produced the Swiss Alp Watch on which the silhouette is based. The Swiss Mad Watch sold at a Christie’s charity auction in 2017 for 102,500 CHF. Because it is a unique piece, it does not have a standard secondary market range, though its historical significance as a satirical protest piece maintains its value in the high five-figure to low six-figure bracket.