H Moser & Cie has created a new watch made from Swiss cheese in opposition to new rules governing the label ‘Swiss-Made’.
The ‘Swiss Mad Watch’ – which the company describes as “symbolic, irreverent, and 100% Swiss” – has been created as a satirical comment to the revised legislation that timepieces are required to meet to receive the Swiss-Made label.
As of 1 January, the Swiss-Made label now requires 60% of the components in a watch to be of Swiss origin.
A statement from the company, which claims its timepieces are over 95% Swiss, said it was responding with “derision” to the new rules. It said the new label is “too lenient, providing no guarantee, creating confusion and encouraging abuses of the system.”
Edouard Meylan, CEO, said: “Our Swiss Mad Watch sends a clear message to the Swiss watchmaking industry, the authorities and watch enthusiasts: the Swiss Made label is meaningless.
“Worse than this, it gives credibility to the worst abuses in our industry. Our response to this lax and insufficient label is derision.”
The watch, which is being sold for 1,081,291 Swiss Francs (£880,000), is created from real Swiss cheese as a base material and features a Swiss cowhide strap and a red dial that subtly represents the Swiss flag.
H Moser & Cie has also decided to remove the Swiss Made label from all new watches created from 2017 onwards.