Watchatlas

H. Moser & CIE.

Schaffhausen, Switzerland · Est. 1828

Founded by Heinrich Moser

H. Moser & Cie. was founded in Schaffhausen in 1828 by Heinrich Moser, who also funded the construction of much of the town's infrastructure. Revived in 2005, the brand is now known for its fumé dials, provocative marketing (including the Swiss Mad Watch made entirely of cheese), and genuinely in-house movements.

Founded
1828
Headquarters
Schaffhausen, Switzerland
Group
Independent
Price Segment
Ultra
Status
Revived

Key Collections

  • Endeavour (2015) — H. Moser & Cie.'s Endeavour is the brand's round, minimalist dress collection, defined by sculpted case lines, spare dials, and the house's signature fumé aesthetic. It serves as the clearest expression of the brand's less-is-more philosophy while spanning simple three-hand models through concept pieces and high-complication variants. Key references: Endeavour Centre Seconds Concept Vantablack®, Endeavour Perpetual Calendar Smoked Salmon, Endeavour Tourbillon Skeleton.
  • Pioneer (2015) — Pioneer is H. Moser & Cie's sportier, more robust collection, pairing steel-case versatility and stronger water resistance with the brand's refined finishing and minimalist dial discipline. It functions as the brand's adventurous, everyday-wearable counterpart to Endeavour while still accommodating tourbillons and other high-watchmaking expressions. Key references: Pioneer Centre Seconds, Pioneer Tourbillon, Pioneer Cylindrical Tourbillon Skeleton.
  • Streamliner (2020) — Streamliner is H. Moser & Cie's integrated-bracelet sport collection, built around fluid case lines, sculpted links, and a cushion-shaped profile that brings the brand's minimalism into a more dynamic, contemporary steel format. The line balances wearable ergonomics with high-watchmaking complications, making it the collection most associated with the brand's post-2020 design reset. Key references: Streamliner Flyback Chronograph, Streamliner Centre Seconds, Streamliner Perpetual Calendar.
  • Swiss Alp Watch (2016) — The Swiss Alp Watch is H. Moser & Cie.’s provocative mechanical take on the smartwatch silhouette: a rectangular, minimalist statement piece that looks digital from afar but is engineered as a traditional hand-wound Swiss watch. Key references: 5324-0200, 5324-0211, 5901-0206.

Timeline

  • 1828 — Heinrich Moser, a young Swiss watchmaker from Schaffhausen, founds his watch trading company, eventually building a watchmaking empire.
  • 1848 — Moser builds a factory in Schaffhausen and a hydroelectric turbine system on the Rhine, powering both his manufacture and the city.
  • 2005 — The Meylan family (MELB Holding) revives H. Moser & Cie. in Schaffhausen with Edouard Meylan as CEO.
  • 2017 — Swiss Alp Watch Final Upgrade is unveiled — a Swiss chocolate replica of a smartwatch, melted at Baselworld as a statement on horological values.
  • 2020 — Streamliner collection is launched with a fully integrated cushion-shaped case and bracelet design.
  • 2025 — Debuts the Pop Collection at Watches & Wonders 2025 with gemstone dials in jade, turquoise, coral and lapis lazuli across 18 Endeavour references.
  • 2026 — Promoted from the Carré des Horlogers to the main hall of Watches & Wonders 2026 after nine years, joining the major maisons. Unveils the first-ever Streamliner Tourbillon Concept in ceramic.

Frequently Asked Questions about H. Moser & CIE.

Why do some H. Moser dials have no logo?
H. Moser deliberately removes logos and indices from many dials to let the craftsmanship speak for itself. Their fumé dials, produced in-house at Moser Schaffhausen, are recognised by their gradient colour effect alone.
What are fumé dials?
Fumé (smoked) dials feature a gradient that transitions from dark edges to a lighter centre, created through a multi-step lacquering process. H. Moser's versions are made in-house and have become the brand's signature.

Visit Website ↗Instagram ↗

Other independent Switzerland watch brands

enfrdeiteshizhjaar