10 Jan '18, 11pm

Trolling isn't just for anonymous commenters, sometimes watchmakers do it too

Trolling isn't just for anonymous commenters, sometimes watchmakers do it too

I'm of two very different minds about this sort of thing. On the one hand, it is certainly true that the industry is ripe for parody on a lot of levels. On the other, I wonder about the long term effect of such a strategy. It takes a certain determination to run the risk of insulting six fellow Swiss watch brands at once, but at a certain point, I wonder if ensuring the biggest buzz about your watches, is going to be about what's basically a satire, might not be a distraction from the other values that will make or break the brand's prospects over the longer term. That's an unknown and clearly Moser feels it's worth the risk; only time will tell if it's going to pay off in terms of crossover attention to Moser's other watches. This is clearly going to be, by design, a love-it-or-hate-it watch but if you're a hater, hey, at least this one doesn't have a

Full article: https://www.hodinkee.com/articles/h-moser-swiss-icons-wat...

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