Perfection may not be of this world, but the trajectory of H. Moser & Cie comes very close. Since its rebirth in 2012, the brand understood in record time that it would only assert itself by doing things its own way—even if that meant shattering most watchmaking codes.
The example is not unique. Other houses do the same, and with the same success: MB&F, Urwerk, or, all things considered, Hublot. But these houses compete on the field of disruption, avant-garde designs, while H. Moser & Cie has chosen the field of conventional haute horlogerie: tourbillon, perpetual calendar, minute repeater, in a round case with three central hands. A challenge of unprecedented scale, since 99.99% of watchmaking players are engaged there.
A New Manufacture in Schaffhausen
The opening of a centralized manufacture is a crucial milestone in the life of a brand. But, having seen H. Moser & Cie do everything differently, one began to wonder if this step would ever happen. Now, it is official: in 2028, the brand will move into a fully renovated historic building, nestled in the heart of Neuhausen am Rheinfall, directly opposite the Rhine Falls. A symbolic location, as it was in Neuhausen that Heinrich Moser, founder of the house and pioneer of the modern use of hydraulic power, lived.
Practically, the manufacture will make a short leap of 2.6 km, about 7 minutes by car, or 30 minutes on foot, still on the same side of the Rhine. But the dispersed sites—and for some, at the limits of their capacity—will now all be gathered together, comfortably.
The new building of the brand will rise on Heinrich Moser Platz, with 6,000 square meters spread over six floors. Nicknamed “Moser Ship,” this place is set to become the nerve center of H. Moser & Cie and its related entities. The MELB group—and especially the Moser brand—will find an environment matching its ambitions, for a production goal of doubling: 8,000 pieces per year, compared to 4,000 today (for 120 employees, and 20 in-house calibers). This building will also welcome clients at the heart of the brand, offering them an immersive and authentic experience, as close as possible to Moser’s know-how.
From Schaffhausen to Geneva
There is another place that will demonstrate the brand’s growth: Watches and Wonders. In 2026, H. Moser & Cie will once again have a new stand matching its ambition. It is leaving the Carré des Horlogers to move into 400 square meters in the heart of the main hall, in the space freed by Montblanc. The disruptor of haute horlogerie takes its place among the greats.
One might even encounter Pierre Gasly, Alpine Motorsports driver since 2022, a team with which H. Moser & Cie is also a partner (“First Global Partner,” the highest level of proximity that also extends to BWT Alpine F1 Team, Alpine Endurance Team, and the Alpine Academy). A partnership as the brand likes them: in the position of challenger, of hunter rather than hunted. With a bit of luck, one might even see the piece produced by the two entities, the Streamliner Tourbillon Pierre Gasly. To see it, not to own it, as everything may be sold by then. For if there is one thing that does not change at H. Moser & Cie, it is staying “Very Rare.”
On y croisera peut-être Pierre Gasly, pilote Alpine Motorsports depuis 2022, écurie dont H. Moser & Cie est également partenaire (« First Global Partner », le plus haut niveau de proximité qui s’étend aussi à BWT Alpine F1 Team, Alpine Endurance Team, ou encore l’Alpine Academy). Une association comme la marque les aime, en position de challenger, de chasseur plutôt que de chassé. Avec un peu de chance, on pourra même peut-être voir la pièce éditée par les deux entités, la Streamliner Tourbillon Pierre Gasly. La voir, non l’avoir, car tout risque d’être vendu d’ici là. Car s’il y a bien quelque chose qui ne change pas chez H. Moser & Cie, c’est de rester « Very Rare ».
