H. Moser & Cie. is introducing a new communications campaign featuring a revamped visual identity and a new signature: Very Rare.
The campaign is based on values inspired by its entrepreneurial heritage, its in-house manufacturing, as well as its ingenious products.
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 Manufacture. All its movements - including the components of the regulating organs - are indeed conceived and developed exclusively in-house; each watch is crafted and finished by hand. Last but not least, ingenuity is expressed through simple and functional mechanisms devised by the H. Moser watchmakers. H. Moser products are soberly uncluttered while embodying a rare degree of complexity.
Very Rare: the combination of all these characteristics inspired the new H. Moser communications campaign and is the new brand signature. 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. The historical, traditional aspect of the company is symbolised by the crest; while the entrepreneurial, along with the inimitable sexy touch inherent in H. Moser, are conveyed through the signature claim. Finally, the bright colour 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 organisation as well as aimed at optimising 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 symbolises our vision of a Fine Watchmaking brand with an elegant twist.”
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 Manufacture. All its movements - including the components of the regulating organs - are indeed conceived and developed exclusively in-house; each watch is crafted and finished by hand. Last but not least, ingenuity is expressed through simple and functional mechanisms devised by the H. Moser watchmakers. H. Moser products are soberly uncluttered while embodying a rare degree of complexity.
Very Rare: the combination of all these characteristics inspired the new H. Moser communications campaign and is the new brand signature. 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. The historical, traditional aspect of the company is symbolised by the crest; while the entrepreneurial, along with the inimitable sexy touch inherent in H. Moser, are conveyed through the signature claim. Finally, the bright colour 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 organisation as well as aimed at optimising 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 symbolises our vision of a Fine Watchmaking brand with an elegant twist.”
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