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October 18, 2013

What Makes Fine Watchmaker H. Moser “Very Rare”?

By Chris Boyle

h moser_

H. Moser & Cie. is introducing a high-impact new communications campaign featuring a revamped visual identity and a new signature: VERY RARE.

This new brand territory is based on values inspired by the watchmaker’s entrepreneurial heritage, in-house manufacturing and ingenious products.

The campaign expresses a sense of elegant difference; that little something extra characterizing the H. Moser watches that have been distinguishing themselves for close to ten years through their functions and their design.

The concept of rarity is not confined to the quantity of timepieces produced by H. Moser & Cie. It refers to the specific characteristics of “Schaffhausen’s little pearl”.

First of all, the entrepreneurial spirit ingrained into the brand DNA since its founding is reflected in the attitude of the H. Moser management team, composed of determined individuals who enjoy taking up challenges and defying established norms.

Second, H. Moser is a manufacturer in the noblest sense of this industry-specific French term that implies in-house manufacturing. All its movements are indeed conceived and developed exclusively in-house; each watch is crafted and finished by hand. Even the components of the regulating organs, including hairsprings and escapements, are produced in its workshops.

Last but not least, ingenuity, a quality clearly visible in the unique features of H. Moser creations, is expressed through simple and functional mechanisms devised by the H. Moser watchmakers. H. Moser products, which are soberly uncluttered while embodying a rare degree of complexity, are truly exceptional.

VERY RARE: the combination of all these characteristics, representing a blend that is unique in the watch industry, inspired the new H. Moser communications campaign and is the new brand signature. The result is delightfully singular and innovative.

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The H. Moser & Cie. logo appears against a dark background in a slightly revisited form that is distinctly more modern yet as elegant as ever. It is framed by the company crest of Heinrich Moser and by the signature “VERY RARE” in apple green letters.

These elements in themselves express the subtle tension at the very core of the brand: the historical, traditional aspect of the company is symbolized by the crest; while the entrepreneurial spirit that dares to take risks, along with the inimitable sexy touch inherent in H. Moser, are conveyed through the signature claim. Finally, the bright color adds a fresh, tangy note, the little touch that makes all the difference.

And as far as advertising is concerned, how can this idea of rarity be expressed while placing H. Moser & Cie. creations at the very heart of communications? Quite simply by not showing them.

“H. Moser watches. So rare they don’t even appear in H. Moser watch advertisements”. This straightforward message is a playful nod intended to spark readers’ curiosity and to incite them to discover H. Moser watches through an exclusive distribution network as well as on a new website highlighting H. Moser products.

Company CEO Edouard Meylan sums it up in these terms: “H. Moser’s new visual identity represents a step in the direction towards which we wish to steer the brand. We have undertaken changes involving the company’s structure and organization as well as aimed at optimizing production.

“The brand’s new visual identity, which makes a better match with its values, is the first visible sign of this evolution, one might say the tip of the iceberg. It symbolizes our vision of a fine watchmaking brand with an elegant twist.”

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