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H. Moser & Cie Comments Loudly On The Swiss Watch Industry With The ‘Frankenstein Homage’ Unique Piece

H. Moser & Cie Comments Loudly On The Swiss Watch Industry With The 'Frankenstein Homage' Unique Piece Watch Releases

Update: We have received an official statement from H. Moser & Cie. regarding this watch, saying that "While our objective was to pay tribute to the great founders of our beautiful industry and warn against certain practices of others, the message was unfortunately sometimes misunderstood. As such, the Swiss Icons Watch will therefore no longer be presented and won’t be sold to raise funds to support education and training of young Swiss Watchmakers. But fear not, we still have a number of surprises to share with you next week at SIHH." We also got on a call with Edouard Meylan, the brand's CEO – though, for understandable reasons, he couldn't tell us anything we could directly quote him other than that there have not been any legal actions proposed. At the end of the day, apparently they had no choice but to pull back with this release... And now, onto our original article.

I'll hand it to H. Moser & Cie... they continue to do at least one thing a year that I would have never seen coming. The Schaffhausen, Switzerland-based watchmaker just announced a one-of-a-kind timepiece that is less an expression of their creative expertise, but rather an expression toward their fellow watch industry. The expression the watch makes is certainly open to interpretation. In addition to this unique product known as the H. Moser & Cie Frankenstein Homage (from the brand's Swiss Icons Watch collection), H. Moser & Cie released a video – that includes a message to help explain the context of the watch. The production value alone is worth paying attention to.

The watch has no price associated with it because H. Moser & Cie plans to auction it off in the near future (though its plans may have changed due to an announcement the brand made a day or so after debuting this project). From the perspective of inherent value, everything about the watch is custom (although by definition, not original) and the in-house made mechanical movement features a tourbillon. The watch doesn't look like anything else in the H. Moser & Cie product catalog – because it's entire purpose isn't to look like one of the brand's existing watches. Rather, the Frankenstein Homage watch is designed to include design elements almost entirely borrowed from existing popular watches. This approach is where the Frankenstein (Dr. Frankenstein's monster) part of the name comes from.

We've found that when approached from different perspectives, the H. Moser & Cie Frankenstein Homage can either be brilliant or come across like a prank conceived by someone with far too much budget. At its heart however is a sort of activist message from H. Moser & Cie, commenting on what they truly feel are injustices, ironies, and manipulation in the watch industry. They are willing to spend a fair bit of money to drive their point home – despite the risk that some people can easily interpret their actions and intents very differently. To truly understand the H. Moser & Cie Frankenstein Homage, you need to be a serious watch industry and watch industry marketing nerd.

The watch itself is known more specifically as the H. Moser & Cie Swiss Icons Watch reference 3804-1200. In steel, the watch is 43mm wide and 12.6mm thick. It contains an H. Moser & Cie caliber HMC 804 automatic tourbillon movement that operates at 3Hz with a power reserve of three days. You can see the tourbillon through the window on the dial, but the bridge looks like a part from another brand, which happens to be the "golden bridge" by Girard-Perregaux. Now begins the game of determining whether you can identify all the brands which H. Moser & Cie included in the... Swiss Icons Watch Frankenstein Homage design.

H. Moser & Cie Comments Loudly On The Swiss Watch Industry With The 'Frankenstein Homage' Unique Piece Watch Releases

One of the ironies for me in this marketing move for Moser is that it seems to send contradictory messages. On the one hand the video that H. Moser & Cie released with the Frankenstein watch clearly attacks the marketing and pricing practices of some competitors – even though H. Moser & Cie isn't considered a budget brand. At the same time, they produce a "design mosaic" that celebrates many of the brands they have just indirectly insulted. To me the Frankenstein Homage watch is like a very fancy practical joke – which is fun, but I'm not sure how it will come across to people who want to buy watches from "serious brands."

David Bredan on our team feels another way about it and fully endorses the H. Moser & Cie Swiss Icons Watch Frankenstein Homage for his own reasons and for this article said: "To set off on a personal note, I was not particularly fond of previous H. Moser & Cie. Swiss Icons watches, namely the Swiss cheese and the Apple Watch iterations. Needless to say, the folks at the brand knew fully well that what they were doing was as divisive as watches can get – and I just fell into the crowd that didn't really fancy them too much. The Apple Watch, I thought, was punching in the wrong direction and the cheese watch I just didn't find terribly funny...

H. Moser & Cie Comments Loudly On The Swiss Watch Industry With The 'Frankenstein Homage' Unique Piece Watch Releases

...This one though, this one is pure gold in my eyes. The end result is just as painful to look at as it is to endure time after time all the boring and safe re-releases and homages and anniversaries of mix and match watches from some of the brands whose "iconic" designs are melted into this Frankenwatch. The overall design – if we can call it that – is as stirringly bad as it needs to be for an exercise like this. It truly helps get the point across. When I met with Edouard back in mid-2017, he wouldn't tell a single word about this project, other than the fact that his lawyers are freaking out over his next Swiss Icons idea. Now I can see why, and for this reason, this may very well be the only genuinely brave new mechanical watch from Switzerland that I've seen in a long time – and for that reason I respect it even more. It really is getting excessively tiring to see the egotistical big brands tip-toe around raping and regenerating their history, so something as ballsy as this is a breath of fresh air for me."

About the Author

Fueled by an unshakable love for horology and a general curiosity for intricate things, Ariel Adams founded aBlogtoWatch in 2007 as a means of sharing his passion. Since then, ABTW has become the highest trafficked blog on luxury timepieces, and Ariel has become a contributor to other online publications such as Forbes, Departures and Tech Crunch, to name just a few. His conversational writing style and inclusive attitude brings a wider appreciation for watches the world over, and that's just the way he likes it.

Follow me on Google+ Ariel Adams
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  • Good Gene 42K18

    jokes are mean i dont like them
    great articlw,
    Arial! abtw rock

    • Jay Wick

      You cool guy. You deserve this.

  • IanE

    Self-important juvenilia – and, as for complaining about marketing hype, what the hell is this!! Watch buyers can make their own minds up and do not need lectures from companies which would be much better advised to stick to their knitting.

    • JosephWelke

      I don’t think this was meant as a message to the buyer.

      • IanE

        In my opinion, it was meant as an adverting trick, pure-and-simple; to the extent that it was aimed at other watch manufacturers, it was, as I said, a childish, self-important message which will doubtless be treated as the irrelevance that it is. If Moser wish to show up the opposition, they should do so by producing better, cheaper and more innovative offerings.

  • Andrew Thomas

    Brilliant. More please! I note the author had to write again at the bottom “this isn’t a production model” for the hard of thinking. It’s a well-timed needle in the side of the fat, lazy Swiss marketing (once, watchmaking) cabal.

  • Raymond Wilkie

    WTF is this?

  • BrJean

    I can’t help smiling every time I look at this thing.

  • Rupert Muller

    I like the watch as a nod to the Swiss watch industry.

    However, what I don’t understand is that Moser complains about marketing methods with words like “stop the marketing bulls#”. But this watch is nothing else than a huge marketing bulls#! It’s nothing else than a loud marketing tool for Moser because it does not at all resemble to one of their products. To me, this nod backfires for Moser in an unpleasant way.

  • Well it’s down already. Rumours of lawsuits flying around apparently. We all said it wouldn’t go down well with their fellow watchmaking companies.

    Oh well.

  • Raymond Wilkie
  • I think it’s funny as hell. I appreciate the sense of humor they have at Moser – and remember they are even poking fun of themselves among other brands. But the larger statement of living forever off of “safe” designs is the point they playfully want to make. I think it would be a gas to wear, just to see the confused/disgusted look on the faces of WIS folks.

    • Jay Wick

      Nobody told us there’d be watches like these.

      Strange watch indeed.

      Most peculiar, Marcus.

  • Still better than half of the Kickstarter watches out there.

  • Framlucasse

    I love the spirit, kicking asses! Well done!

  • I guess it’s a clever campaign…until one realizes that a company that satirizes ridicuIous marketing ploys is using one themselves.

    If you have a good product, you don’t have to advertise that others don’t.

  • harveyspecter

    According to the official statement of Moser CEO the watch has been pulled. My guess was copyright and trademarks infringement pressure from the owners..

    • Jay Wick

      Moser just got Litt up

      • DanW94

        I get the feeling Yojimbo had something to do with it.

        • Jay Wick

          I’ve got a feeling, a feeling I can’t hide
          Oh no!

      • harveyspecter

        I can neither confirm of deny Louis’ involvement.

  • Yan Fin

    It think this anti- marketing marketing video is brilliant! And funny. And witty. The watch is hilarious! Great idea for Kickstarter project. I do like Moser designs starting from late 1800 and ending with most of modern ones. Now I admire their marketing too.

  • pacocandanovarea

    The Swiss Watch “Deep State” has effectively prevented Moser of making fun of their sometimes questionable practices and exposing them to the unsuspecting customers!!!!

  • DanW94

    It’s slightly amusing but Moser’s “impudent child” routine is becoming tiresome. Look at us, rebels on the outside of the industry thumbing our noses at the big, bad maisons. But behind the scenes it’s business as usual. “Hey, let’s get that press release out to the same exact marketing outlets that everybody else in the industry is using, and confirm my one o’clock lunch with Biver and Mr. Kern.

  • BNABOD

    Kind of sad that the knee jerk reaction was Moser getting sued or threatened to be sued when clearly the idea was to a/ attract attention to Moder b/ use the funds for a noble purpose c/ have a little fun.
    Copyright infringement my ass when there are countless micros doing the same thing. So Breguet would sue because of the hands doubt it, Rolex on the bezel me think not, Panerai and the crown hum Italians have humor but not so sure the Swiss do, IWC on the logo doubtful, then we are left w the case and screws which are Hublotize. Now there we have it TAG and Biver them I could see suing just because the guy seems like a complete humorless less royal A hole w money. I see let’s go get a Moser I wanted one before this anyway

  • Jon Heinz

    It’s genius; it looks like someone raided the parts bin at one of the Chinese rep factories. I see Breguet (hands) Hublot (case) Patek (Nautilus/Aquanaut dial texture) IWC (logo and perhaps Aqua’ bracelet) AP (bezel shape) Rolex (bezel edge and insert) GP (bridge) Panerai (numbers and crown guard)…

    • Kuroji

      It’s a Royal Oak case with Hublot screws, I’d say.

  • Joel Schumann

    This move is out of Biver’s playbook – to be divisive and provocative in order to gain attention and differentiate them from their competitors. While every move from Biver makes me feel a little bit dumber, this does not. I am sure a lot of you folks have tested your horological chops by identifying where the bits and pieces come from?

    I like Moser and Cie’s watches a lot and I have no problem with a bit of mockery of the sacred cows. This doesn’t quite come across as a consistent message to me and to some extent even illustrate the success of their “victims”, but what does that matter – they reach people and provoke us to take a stand.

  • Moser are legends. I’m sure they lose a client for every new one they attract with this behaviour but I love it. And they may have had to pull the plug but the echoes of this hilarious abomination will ring through the halls of the internet for eternityyyyyyy!

  • I agree with Mark Carson. This is funny as hell. Wonder what threats Moser received. Panerai infringement for the crown guard? Hublot for the case? More probably the industry in general; and the Fondation de la Haute Horlogerie probably wanted no part of this so close to the show. The video was probably considered insulting by many industry folks, more so than the watch at any rate. C’est la vie

  • Dénes Albert

    The watch itself is hilarious. The video not so much. It is a qualified case of the pot calling the kettle black. Only Seiko

    could make such a statement with solid ground to stand on. H. Moser may not use brand ambassadors or whatnot, but their watches are every bit as expensive as those of the brands they poke fun at.

  • Marius

    Personally, I find Moser`s marketing campaign quite disappointing and banal. Allow me to explain.

    Firstly, Moser is a small and relatively unknown brand, and this watch is a piece unique (i.e. only one will be made). As a result, I find the hype surrounding this watch quite difficult to understand. Sure, if Moser produced this watch as part of a permanent collection, then I would understand, but as is, this timepiece is basically a one-off prototype allowing Moser to artificially generate attention, exactly in the same way as the brands it criticises are doing.

    Secondly, Moser`s press release is cynical, self-contradictory, and, what’s worse, it takes us for stupid. Moser criticises prestigious Swiss brands for not introducing new models, and for having a “stale” product development that focuses mostly upon already-established designs. Well, one of the most attractive feature of high-end watches is that just like bespoke suits and shoes, they have a timeless design that transcends fashions and time. The beauty of a JLC Reverso, or a Patek Philippe Calatrava is that these watches looked good in the past; they look good today; and they will continue to look good in 20 or 30 years.I wouldn’t want to spend €12,000 on a Reverso only to find out that two years later JLC has introduced a completely new design. If Meylan wants to constantly see new designs, then he should buy an Armani fashion watch.

    Furthermore, Meylan criticises established brands whilst adopting exactly the same modus operandi. If you look at Moser`s collection, you will see that most of their efforts go towards two lines: their fumée watches, and their perpetual calendars. Does Moser introduce new watches or new technological developments on a yearly basis? Not really. Apart from a few highly-limited watches such as the Swiss Alps Watch, or this Icons Watch, Moser is almost exclusively focusing on their two heavy-hitter collections, which, ironically, have a rather conservative design.

    Lastly, Meylan presents himself as a hero who has to fight (alongside his lawyers) against copyright infringement that might force him to abandon this project. What Meylan forgets to mention is that the COPYRIGHTS on these designs have all EXPIRED A LONG TIME AGO. The Patek Nautilus and AP Royal Oak were introduced in the 70`s; the Rolex GMT II in the 60`s; the Panerai sandwitch dial in the 40`s; Girard-Perregaux`s triple bridge design at the end of the 19th century; and the Breguet hands…well, a long time ago. So, what exactly are his lawyers fighting? Keep in mind that Steinhart, for instance, is producing Rolex replicas without any legal issues, just as Magrette is producing Panerai knock-offs without a problem. The reason for that is very simple: the copyrights on these designs have Iong expired, and the fact that Moser makes a big deal about being sued by these brands, and having to cancel the production only shows that he is using exactly the same “smoke and mirrors” campaign that he accuses the other brands of doing.

    • Marius did you actually watch the video they posted along with the watch? The jabs that they were making towards the industry don’t talk to any of the points you have raised above.

      • Marius

        I was actually talking about Moser`s press release, according to which:

        “Many brands, even historical ones, create and produce nothing but substitute substance with artificial hype to stay relevant. Reinforcing their efforts with prestigious events and paying ambassadors who have no links to watchmaking; these tactics are just artifice that serve as smoke and mirrors. It’s all about who has the longest history, the most famous celebrity ambassador, or influencer with the most followers. Their efforts are in vain, the essential lies elsewhere: with the product.”

        • OK I take that back – I agree that the hype this is creating makes the position inherently hypocritical, and I agree with your second comment too.

          Third comment, I don’t think the point is to create endless lines or to innovate annually. Having said that, most of the brands they are criticising have innovated at just the same pace as Moser.

          Fourth point – copyright doesn’t have anything to do with it. The watch was not about fighting copyright, it was making a clear statement as to which exact brands it was calling it for using lame marketing techniques.

          I watched the video and strongly agreed that every marketing practice satirised has nothing to do with the actual value of a watch and deserves all the humiliation aimed at it. Moser may be a troll, and criticism from within is always prone to an element of hypocrisy, but Moser largely doesn’t do the things it was lambasting (let’s all forget about that zero gravity flight he went on ok?)

    • harveyspecter

      I don’t mean to lecture anyone but Trademarks never expire (if renewed and in use). Patents do expire (e.g. the Panerai crown guard is now a trademark no longer a patent, but for all purposes it gives them the same protection). I believe that other elements are trademarks e.g. the IWC logo (no matter than HMC is really in Schaffhausen. The way they display is an infringement) and the Hublot case is protected too as a design (protectable in Switzerland e.g. https://www.swissreg.ch/srclient/faces/jsp/design/sr30.jsp) so does Patek and Audemars.
      Copyright was never the way to protect these designs (not in Switzerland where you have both trademark and design protection available).

      Now Rolex replicas are a bit of a more complex issue (as it is with trademarking hands like the ones of Breguet that are so widely used or were never trademarked or were registered as a design to begin with). You also cannot protect functional design e.g. you can’t protect all watch hands because a watch needs hands to function.

      So it is with the Panerai numerals. The other issue is if the offended party (Rolex) does really want to go against all the so called homage. Perhaps there are sufficient differences.

      However, in this case, Moser itself admits that is a tribute and clearly several parts have been used without permission. I believe that as a matter of principle the manufacturers sent to Moser cease and desist letters. Additionally, the SIHH has probably told them not to expose the watch or threatened to ban them.

      I guess that Moser thought this would be like Apple but is not. First Apple product was significantly different (not a mechanical watch) and having handled the watch I can say that there were several differences to make Apple position less obvious (not even talking about the possible bad PR). But Swiss watch manufacturers are not Apple and don’t take this lightly. On principle I think they have the right to protect their designs. As your rightly pointed out there is no correlation between the successful designs of the industry and the marketing tactics. They don’t need much marketing for the Nautilus or the Daytona.

    • The same as in the car industry. The pundits, Clarkson included, who would make fun of brands such as Porsche for keeping the design ethos of certain models unchanged, argue endlessly about how lazy the designers are. They are the same people who pushed into and aplauded Jaguar for redesigning their XJ line into a Lexusy-sort-of-look. I remember driving by a Jag dealership some years ago when their XF line started and briefly wondered why on Earth Jag would have the old Chrysler 300 on display.

      Porsche recently produced their millionth 911. Good for them. There are tens of millions of shitty econo-eco boxes out there whose designs changes every year, all non descript designs, available for all the haters out there.

  • PollyO

    There is nothing more pathetic than a luxury brand trying to be ironically funny. There is no worthy outcome from this. The brands that it seeks to ridicule are far to arrogant and dismissive to care. They should spend their time creating things worth adding to the industry.

    This is just a wanker watch, created by wankers for wankers.

    • Joe

      “They should spend their time creating things worth adding to the industry.”
      I agree although I think the ridiculed brands should have allowed Moser to have their laugh.
      The industry takes itself far too seriously.

  • wolverbilly

    Once again Ariel has his finger on the pulse of the disruptive watch industry with this “pure gold” effort. In a developing story (Breaking, as they say) Moser is backing away from this POS as fast as a politician who “misspoke.” How delightfully embarrassing.

    • PollyO

      I take no pleasure in criticising a blog that I respect. However, this watch is exactly the sort of crap that ABTW should have ignored. No doubt they will come out with the same rubbish about “a provocative release” or the need to “instigate a conversation”. Well, I say have some self respect and tell these mofo’s to fuck off and come back with something worth talking about.

      p.s. I know, I was just provoked into starting a conversation. Gin often has that effect.

    • Marius

      POS??? Didn’t you read what David Bredan had to say about this watch? According to our very own David:

      “When I met with Edouard back in mid-2017, he wouldn’t tell a single word about this project, other than the fact that his lawyers are freaking out over his next Swiss Icons idea. Now I can see why, and for this reason, this may very well be the only genuinely brave new mechanical watch from Switzerland that I’ve seen in a long time…”

  • DanW94

    In related news, H Moser & Cie in a further display of disdain for the Swiss watch establishment has announced they will leave Switzerland and relocate their headquarters and manufacturing operations to the English seaside town of Jaywick.
    Here is the first look at their modern, luxurious main offices.

    https://uploads.disquscdn.com/images/00418447beb9ae590aceddbe00d1b44d03a33c1ba448d07789ffcdac583ec104.jpg

  • Chaz

    It isn’t complete until Lord Fauntleroy Bumfart spray paints it black.

    • Gokart Mozart

      Or the Kravitz version

  • Sheez Gagoo

    Moser managed to make mainstream media writing about them. Not Hodinkee, Abtw et al. no, the average newspaper. Peoplenever heard of Moser before know now that they made the Apple watch knock of and the cheese watch. They are like Hublot. So by all justified criticism, that’s how it works. When I take the watchmaker hat off my head I have to admit, well done.

    • Sure it’s a publicity stunt – but a funny one with a bit of self-deprecation mixed in.

      • Sheez Gagoo

        I agree. I`m the first one to admit that the Swiss watch industry takes themselfes way to seriously. And I respect Meylan and Biver for their publicity stunts. They are geniuses.

        • Yeah for the cost of a hand-made prototype look at the publicity Moser has garnered.

      • egznyc

        Right. They’re definitely allowed to make fun of themselves – or anything else they like. I don’t find this to be anywhere near as off-putting as all the bullish!t marketing we see from so many big brands implying that if you wear their watch you’ll close the big deal, be a first-rate Olympian, or get laid by any gorgeous ladies you want.

        But I do wonder: does that bezel turn?

  • Juan-Antonio Garcia

    Loved the video, so true nowadays within the industry. Kudos on Moser for making fun of the industry and itself, as Moser is part of the industry, isn’t it? What happened to releasing a watch on its merits rather than surrounded it with all these superfluous stuff as homage to this or that, diver/pilot/racer fake heritage/story, and so on. But in a world that has to sell quantity over quality, even the big brands have to get into the mud. Sad.

  • TheChuphta

    The amount of effort that must have gone into making and now covering this “Dad Joke” of a watch is embarrassing. The fact that people are twisting themselves into pretzels about this (I’d actually guess they’re just pretending to, so they have something to write about) shows how truly lame this industry is. This watch is a New Yorker cartoon level of satire. You look at it and think, “oh, I get it ‘cause I’m so smart too.” Ugh.

  • IG

    Should be on a Rubba B strap.

  • Playboy Johnny

    I don’t like the watch, or this new format.

  • SuperStrapper

    Hilarious. Oddly, not Moser’s ugliest watch.

    Nothing beats the hilarity of the actual butthurt in the comments section below though. Do these people actually exist?

  • Dan Henry

    unbelievable, the worst are the Breguet hands on a (Submariner?) watch?
    maybe is a April first joke?

    • SuperStrapper

      Those are winners for sure but I think im partial to the spoof of the IWC logo. Very choice.

      • Dan Henry

        Audemars Piguet
        Patek Nautilis
        Hublot
        Breguet
        Panerai
        Rolex
        IWC
        Girard Perregaux
        Cartier Crown
        Bulgari Retongalo strap
        and probably I missing some, ridiculous

  • Good Gene 42K18

    I love when DAvid Bredan shows up every now then, he so cool. But what does punch in wrong driection mean?

    • Kuroji

      Down vs up.
      “punch downThe opposite of punch up – to make a joke at the expense of the less powerful or more oppressed group.”

      • Good Gene 42K18

        So a little guy can be an ass and is not allowed to get punched? And Apple is oppressed?

        • G Street

          David got it wrong in my opinion, or at least didn’t make himself clear.
          Moser were most certainly ‘punching up’ in that instance with regards to Apple and fair play to them, though it was more a cheeky dig rather than full on Spartacus….

          • Good Gene 42K18

            punching down still never allowed though, right? right?
            The little guy is never wrong and the big guy is always the bad guy.
            (in a general sense not specifically Moser v Rolex)

          • Kuroji

            That seems to be the implication.
            “Help help, I’m being repressed!”

          • Jay Wick

            No punchh below belt

  • Joe

    I don’t like this particular watch but the mere idea that Moser want to disrupt the industry is cool.

    I don’t know if anyone follows @perezcope on Instagram (or on his website/blog). How Panerai have tried to re-write their history is shocking.
    https://www.instagram.com/p/BcspeUOluA2/
    https://perezcope.com/2017/12/08/the-anonymous-panerai-dials/

    I enjoyed Moser’s video and think they’re “qualified” to make a slightly cheeky but entertaining mockery of the industry.
    There are some cool watches with serious legacy but as many or more with little innovation or imagination.
    It seems most brands are scared to do anything too different.
    What it is they need to do is the USD 1m question. Don’t fix what isn’t broken, or innovate your way out of a potential dead-end?

    Last note, while I don’t like this watch I thought the Apple watch was really cool 😀

    • IG

      They should have photoshopped Sylvester “Meathead” Stallone to the picture as he enters the shop.

  • Tea Hound

    Very very funny. If they did release this, they would get sued so hard that they’d bleed out from every orifice.

    • SuperStrapper

      How so?

      • Tea Hound

        Is it the legal or the bleeding process you’re interested in?

        • SuperStrapper

          Ideas are ‘homaged’ every day in watches without any actual legal repercussions. If Breguet could sue over the use of pomme hands in another watch they would have countless times by now. If panerai could sue over the use of a sandwich dial on another watch they would have countless times by now. And so on ad nauseum. How would this watch attract legitimate legal scrutiny.

          • Gokart Mozart

            Exactly, just like with cars and to an extent movies, when someone comes up with something new, people start borrowing elements, and doing variations of other peoples work, or styles.

            Also there are types of watches that will make them all similar to an extent. Eg divers, pilot watches and Bauhaus style to name just 3.

          • egznyc

            Absolutely right. Ideas, once shared, cannot be protected – unlike the EXPRESSION of an idea, where copyright law actually kicks in. And as you note, some ideas can only be expressed in a limited number of ways, so it’d be unfair to not allow others to use the expression of such an idea.

        • SuperStrapper

          Nothing?

  • BJ314
  • Kuroji

    Isn’t this just the long-promised Cholex?

  • Jay Wick

    Nice one BILL

    • Good Gene 42K18

      You must mean Phil.

      • Jay Wick

        It’s confusing

  • Andrew Welch

    Did the CEO receive a severed horse head on his bed the day after? Is that what they are pulling it?

  • BNABOD

    The only thing cleary missing is a rubber B. Now that would have been funny

  • Sheez Gagoo

    Next, Meylan will step out in a short skirt off a Lambo and claim it was an “accident”.

  • R Ramki

    Good jab at the “big guys”, I like the irony that most of us could tell the inspirations immediately thus justifying in some way the position these brands take in the same industry we are poking at.

  • Jonathan Smith

    Humour in the watch industry is not usually seen or for that matter well received. Kudos to HMC for being daring at it. I’m sure it does their popularity well if anything

  • Jason T

    Who was crying over this watch? Hublot i assume?

  • Good Gene 42K18

    suprising as swiss are know for they’re sense of humor

  • Good Gene 42K18

    Let me put this as plainly as I can: I think you and Phil are the same person. You sound EXACTLY the same. You show up out of nowhere and say you know him in real life. You’ve gotta admit the story is a little hard to believe. But no one says boo because Phil is sick. Well, I liked Phil and if that part is true then I’m very sorry to hear it and I hope and pray for the best for him (or you). And if you really are two separate people then I apologize to both of you. But I think at least some of your story is bull.

    You spell your own name wrong, and then remove a reply to me minutes after you make it, just like Phil used to do…
    C’mon, man.

  • Good Gene 42K18

    Phil emailed Mark Carson so it all must be true! Did he meet both of you? Same place, same time? Feel free to reply to this in another article’s thread and then immediately delete it. you sneaky sneaky

    • I never met Phil, but I did receive an email from him many months ago.

  • Good Gene 42K18

    I don’t think all your sneakiness (“ghosting”, is that what you called it?) is helping your case.

  • Good Gene 42K18

    Phil/Terance may have deleted his account. He said this to me just before: “This was all I had left of the out side now no more the tumor is real thanks and good by”
    If that’s true then I’m very, very sorry and I hope you return here.

    • DanW94

      FWIW, I sheepishly admit I thought they might be one in the same also. Either way, I hope he returns. Enjoyed having him here.

  • Mike Darwin Brown

    Bull crap that they feel they cannot create this watch! (would not purchase, but I could put together a respectable bid) Are other houses threatened by the creation? I thought it was a great way to respect the awesome icons of the past and current; some designs are just as great in this current environment as well as in the past. This is a mistake and a “2 step back” scenario for the Swiss watch industry!

  • dhdol

    That sure seems like a lot of money and effort to spend on a stupid joke.

    • The money just came out of their ad budget. Pure promotional dollars…

  • Now we need a contest for a name for this watch that combines as many of the brand/model names as possible. Ready, set, go…

    • Jay Wick

      Panaproliwc

      • Is that from Hubloxeraiageauxeguetemarsatekier Watch Cie?

        • Jay Wick

          Can’t touch that. That’s Suoercallafragelisticexpiallagocious

        • Jay Wick

          You is supercallafragelisticexpiallagocious

  • Lincolnshire Poacher

    It seemed like the new year only last week. I wake up and it’s April the 1st already…

  • Ulysses31

    This watch is horrific. With the kind of crap coming out of Switzerland these days I was fully prepared for this to be a “serious” watch. I’m relieved to see that someone over there actually has a sense of humour and can see the insanity for what it truly is. The video addresses a lot of complaints you see in the comments here. Do you think they actually read this blog?

  • Aditya

    HMC taking a massive shit on the head of mindless consumer behaviour with this one. Sad they pulled the release. Really was a message to watch out for.

  • Mr. Snrub

    Must have hit too close for some.

    Talk about wielding a stiletto with a velvet glove…

  • Ben Garner

    I love everything about this.