Independent watchmaking isn’t a niche anymore—it’s the new centre of gravity in haute horlogerie. Few understand this shift better than Edouard Meylan, CEO of H. Moser & Cie., the Swiss brand that is fiercely independent, proudly Swiss, and just the right amount of provocative. It stands for an uncompromising commitment to the craft of watchmaking. To understand this philosophy, you have to look back to 2017, when Moser protested the newly revised “Swiss Made” rules by removing the label from its watches altogether and introducing the satirical Swiss Mad Watch, a timepiece with a case made from real Swiss cheese. The brand argued that the updated legislation was too lax, and the cheeky watch was designed to be a statement piece—undeniably 100% Swiss without relying on a controversial label

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