Well, that was a whirlwind. On Thursday, we received word that H. Moser & Cie. ? the brand behind the Alp (faux-Apple) Watch and the Swiss Mad watch made from Swiss Cheese (yes, really) ? had released the Swiss Icons watch. Moser, intending to make a splash before heading to Geneva for SIHH, decided to create a unique piece that lampooned the design of iconic models across the industry and stated it would be auctioned off after SIHH to benefit the Fondation pour la Culture Horlogère Suisse (Foundation for Swiss Watchmaking Culture). Citing the “opportunistic” nature of the industry, the Swiss Icons riffed on:
1.) The bezel color of the Rolex GMT II.
2.) The bezel shape of the Audemars Piguet Royal Oak.
3.) The crown guard of the Panerai Luminor. 4.) A sandwich dial that isn’t exclusive to Panerai, but was popularized by them.
5.) Patek Philippe Nautilus dial.
6.) The IWC logo on the dial.
7.) Breguet hands.
8.) A Hublot case.
9.) A cabochon on the crown inspired by Cartier.
10.) Girard-Perregaux bridge over the tourbillon.
That’s nine different brands. Nine!

Here was the official statement from H. Moser & Cie. CEO Edouard Meylan:
“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’...