Let us be the first to say it: H. Moser & Cie is a name that will go down in history as one of the best brand revivals in watchmaking history. Known for their unapologetically bold approach to design and a provocative communication, Moser has successfully redefined what it means to be a traditional watchmaker in a modern world. But behind the brand’s meteoric rise lies a story of family, passion, and a unified vision. The Meylan family’s stewardship of H. Moser & Cie has not only resurrected a once-struggling brand, but also positioned it as a disruptive force in the horological landscape.

H. Moser & Cie is a sleeping beauty reawakened

Founded in 1828 by Heinrich Moser, H. Moser & Cie built a reputation for precision and innovation, with timepieces that have graced the wrists of Russian nobility and European elites. However, like many heritage brands, the House of Moser has faced challenges that nearly led to its demise, one that includes multiple changes in ownership and the disruptive impact of the quartz crisis. By the early 2000s, H. Moser & Cie was a shadow of its former self, struggling to find relevance in a crowded market. Post-failure analyses are always easier to make than developing the right strategy, but I allow me to go out on a limb to say that the previous owners made the wrong choices at many levels.

First, they had essentially attempted to replicate what I call the “Blancpain methodology” — a revival recipe as executed by industry legend Mr. Jean-Claude Biver. However, what the then-brand owners forgot upon attempting to apply that strategy is that Blancpain’s revival happened in the 1980s. It was the time of no Internet, and watch literacy was rare. You could rewrite your brand’s legitimacy with the same freedom a movie director at Netflix would. Yet Moser’s relaunch happened upon the same repetitive narrative, where it had “played a major role in watchmaking history.” The second mistake was to launch a well-designed perpetual calendar albeit at a “discount” price. Alas, after the first wave of success, collectors started to question the brand’s fundamentals on its pricing strategy. It thereafter resulted in a poor result of returning customers, a dip in its resale value, and last but not least, a massive loss with each unit sold.

But then the brand’s fortunes took a dramatic turn in 2012 when it was acquired by MELB Holding, the Meylan family’s investment firm. Led by Edouard Meylan, a passionate entrepreneur with horology in his DNA, the family saw not just an opportunity to save a venerable name, but to reinvigorate it with a bold, fresh perspective. For the Meylans, this was more than a business venture; it was a deeply personal mission to restore H. Moser & Cie’s place at the pinnacle of Swiss watchmaking. They took an audacious approach by repositioning the brand on unexpected territory. With a bold mix of provocative communication and product hoaxes, such as the Swiss Mad watch, and slogans like “Make ‘Swiss Made’ Great Again”  soon created a huge resounding in the watch community. Now, H. Moser & Cie was reborn and thriving.

The Meylan family brings out the best of H. Moser & Cie

The Meylan family’s approach to H. Moser & Cie’s revival is a textbook example of how family dynamics can fuel business success. At the center of this operation is Edouard Meylan, whose youthful energy and innovative mindset have been pivotal in steering the brand’s creative direction. His brother, Bertrand Meylan, manages sales and market expansion, ensuring the brand’s bold messaging reaches a global audience. Overseeing the entire operation is their father, Georges-Henri Meylan, a seasoned industry veteran and former CEO of Audemars Piguet, who provides invaluable strategic guidance.

This dynamic trio operates with a rare blend of trust, respect, and a shared vision, allowing H. Moser & Cie to navigate the complexities of the luxury market with agility and cohesion. Decisions are made swiftly and decisively, driven by a clear understanding of the brand’s DNA and a commitment to excellence. The result is a brand that feels personal, authentic, and refreshingly different in an industry often dominated by corporate conglomerates.

Edouard Meylan’s leadership style embodies the essence of the family’s influence. He’s not just the CEO but a hands-on creator, involved in everything from product design to marketing. This personal touch is evident in the brand’s provocative and often humorous approach, challenging industry norms while staying true to the core values of Swiss watchmaking. The Swiss Alp Watch, which humorously mimicked the design of a popular smartwatch, and the Endeavour Perpetual Calendar, celebrated for its simplicity and innovation, are testaments to the family’s willingness to push boundaries.

Moser’s creations redefine independence and innovation

Under the helm of the Meylan family, H. Moser & Cie has embraced a philosophy of independence that goes beyond mere ownership. The brand’s commitment to in-house manufacturing, including the production of complex components like hairsprings, sets it apart in an industry where such capabilities are increasingly rare. This vertical integration allows H. Moser & Cie to maintain control over quality and innovation, ensuring that each timepiece is not just a product but a reflection of the brand’s values.

This drive for independence is also reflected in the brand’s design language. H. Moser & Cie’s watches are characterized by their minimalist aesthetics, with fumé dials and pared-down complications that emphasize form and function over unnecessary embellishments. The Concept series, which famously removed logos and indices from the dial, exemplifies the brand’s commitment to letting the craftsmanship speak for itself. It’s a bold statement in an industry where brand identity often overshadows the product.

The Meylan family’s willingness to challenge conventions has also extended to their marketing strategies. H. Moser & Cie’s campaigns are known for their playful, often irreverent tone, poking fun at the clichés of Swiss watchmaking while celebrating the brand’s heritage. The “Make Swiss Made Great Again” campaign, which critiqued the lax standards of the “Swiss Made” label, was not just a marketing stunt but a call to action, highlighting the brand’s commitment to authenticity and excellence.

The future of H. Moser & Cie: A Meylan family vision

As H. Moser & Cie continues to grow, the Meylan family remains at the helm, guiding the brand with the same passion and vision that sparked its revival. Their success is a testament to the power of family dynamics in business — a blend of heritage, innovation, and a deeply personal commitment to excellence. This unity allows H. Moser & Cie to operate with a level of authenticity that resonates deeply with collectors and enthusiasts who crave something more than the status quo.

The Meylans have not only saved a brand but have redefined it, creating a new chapter in the storied history of H. Moser & Cie. Their approach is a powerful reminder that in the world of luxury watchmaking, success is not just about precision engineering or eye-catching designs; it’s about the human touch, the passion, and the vision that drive every tick of the watch. The Meylan’s have turned a legacy into a living, breathing force that continues to inspire and disrupt, reminding us all that sometimes, the most powerful engine of success is the unwavering bond of family.

According to the 2023 Morgan Stanley report, which I co-wrote under LuxeConsult, ranked H. Moser & Cie in 38th position with a total turnover of CHF 93m (+55% yoy) and 3,500 pieces shipped. This year, it looks like the trend – unlike most other watch brands – is still very positive at +25% for the first semester, and I dare to forecast that Moser will gain a few ranks more in the Top 50 List of the best-selling watch brands when it comes down to it.

Moser will not only go into the books of Swiss watchmaking, but it will also probably become a case study for marketing schools on how to reposition a historical brand by shifting its market positioning on an unexpected territory.