Forget Hublot, Audemars Piguet and Rolex, turns out the way you can use your wrist to show off you’re a big cheese is with, well, cheese.
Swiss watchmaker H. Moser & Cie has unveiled its newest timepiece, made of cheese and costing almost a cool million euros.
In the most upper-class protest, the brand has decided to take a stand against a new law that requires watchmakers who stamp their timepieces with the ‘Swiss Made’ label to have sourced 60 per cent of the material from Switzerland.
They actually source 95 per cent of the materials in their watches from Switzerland, but their problem is that the law is too lenient.
H Moser said:
“Is too lenient, providing no guarantee, creating confusion and encouraging abuses of the system”
Definitely not a gouda deal.
So they’ve decided to make the most Swiss watch possible before they stop stamping their watches with “Swiss Made”.
Called Swiss Mad, the watch strap is made from cowhide (“an obvious choice”) while the case is made from Vacherin Mont d’Or medaille d’or cheese.
Worried about the stench? No need, the cheese is pasteurised so it doesn’t smell.
The watch face is an – ahem – fromage to the Swiss flag, deep red with four white indexes.
Making it even more Swiss, the price is exactly 1,081,291 francs (£870,865), which commemorates the date of the Swiss Confederation – 1 August, 1291.
But it’s fine because profits will go to local Swiss businesses.
“All proceeds from the sale of this watch will be used to create a fund to support independent Swiss watchmaking suppliers currently suffering under the difficult economic situation and outsourcing to Asia.”
Watch the video below to see the company’s pitch to make Swiss Made great again. Promotional cap and all.