Swiss Watchmaker Trolls Apple with This $25k Stunner

Their slogan: "Get a life, upgrade to a mechanical watch"

By The Editors

Swiss Watchmaker Trolls Apple with This $25k Stunner
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08 January 2016

When the new kid on the block gets too big for his britches, it is the responsibility of his elders to reassert the natural order. Publicly and creatively, if possible.

And so today, we salute H. Moser & Cie, the Swiss horologist that just released a video unveiling their new mechanical Swiss Alp Watch — a gorgeous, fully mechanical timepiece that bears remarkable similarities to a certain high-profile smartwatch.

The video’s snarky slogan: "So get a life, upgrade to a mechanical watch.”

H. Moser & Cie Swiss Alp WatchSwiss watchmakers' response to the Apple Watch1:12

The $25,000 ticker has a fumé dial, tapered lugs, a kudu leather strap with leather lining and a minimum power reserve of 100 hours. Conspicuously absent: a footstep counter, email access and Bluetooth connectivity. H. Moser CEO Edouard Meylan said his watch, “lets you reconnect to what matters in life,” and added it is “something you can pass on to your children one day without having to upgrade it.”

How do you like them, Apple?

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