An inspiring independent watchmaker


By Your Luxury
Edouard Meylan

You know you’ve nailed a marketing brief when a brand partnership gets the nod from both a 12-year-old and an 80-year- old. Such was the case when H. Moser & Cie. agreed to be the official timekeeping partner for Alpine Motorsports – CEO Edouard Meylan’s son is a F1 fan, while his father owns and races Alpine cars. Coincidentally, the CEO of Renault Group, who owns Alpine, collects Moser watches. “When Alpine reached out to us wanting to reposition its team as a more premium luxury brand and finding synergy with us we decided to explore it.”


Until now, Moser has been quite vocal about not using sponsorship or ambassadors to promote the brand. “We prefer to let our watches do the talking. What’s interesting is the journey, collaborating with their engineers, learning from their world. We’re doing it for visibility and brand awareness, and the possibility to offer something different in terms of experiences for our clients who can buy everything – from ice driving to driving F1 to meeting the pilots.”


Moser’s two significant novelties launched at the Watches and Wonders fair this year are on either side of the price spectrum. The Pioneer Centre Seconds Citrus replaced a planned standard model with indexes after a brainstorming session with Edouard’s brother, Bertrand, which led to the Citrus. “It’s a minimalistic concept – no logo, no indexes, a bright green-yellowish dial, lots of Superluminova, blue strap, and new HMC 201 movement. For me, it’s important to continue to attract young, fresh collectors who want to enter independent watchmaking, and there are not many brands that can offer what we do around USD 15 000.”

The other novelty at the higher end (CHF 79 000) is the Streamliner Tourbillon Skeleton 40mm Double Hairspring, incorporating the new movement HMC814 and a smaller, flatter double hairspring to fit this size case. “It’s spectacular. The anthracite movement contrasts with the rose gold indexes and hands and is quite easy to read.”

Meanwhile, Edouard’s approach to luxury is investing in health, wellbeing, and family. “At the end of the day, quality time is luxury. As the kids grow, I try to be better at leaving work outside the house. It’s not about how much time, but that when you’re with them, then you’re really with them.”

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