DIFFERENT STOKES

As H. Moser & Cie. debuts its first standalone boutique in the country, we catch up with CEO and owner Edouard Meylan to understand the move, the brand's popularity in India, and how it manages to walk a path that is widely different from the one most legacy brands take

- by Preetika Mathew

—It’s been a busy 2025 for H. Moser & Cie., and it’s not just one thing that's kept it abuzz. Starting from its stone dial Endeavour Pop collection to introducing its first smartwatch, to the Pioneer Spiced Aqua collection in fiery tones of orange and blue, the brand's novelties kept things fresh this year. Add to that Moser & Cie.’s first flying hours complication that has debuted in its Pioneer collection. And if it all wasn’t enough, the brand opened its sixth standalone boutique internationally, in India, in partnership with Ethos Watch Boutiques. Part of Ethos's City of Time in Gurugram, the space will also stock the brand’s popular timepieces alongside exclusive boutique editions.

Moser & Cie. is a brand that has always done things a little differently. In an industry that is largely known to be no-nonsense, Moser & Cie. takes self-deprecation seriously. In 2017, it introduced the Swiss Mad Watch, with a case made of real Swiss cheese, to protest new regulations for the ‘Swiss Made’ label. CEO and owner Edouard Meylan’s online press presentations have him with a cocktail in hand, and most recently, the brand released The Manufacture, a mockumentary reminiscent of The Office, to highlight the work done at its manufacture.

Meylan says it all ties into keeping the brand modern and relevant, and has aided in developing a unique identity, while staying true to watchmaking mores. WatchTime India spoke to Meylan about this, and more...

Watch Time India: This is your sixth boutique internationally and the first in India. What made you choose India...