Swiss watchmaker H Moser has unveiled their newest watch – made from real cheese.
The creation is an act of protest against a new law that requires watchmakers who stamp their timepieces with the ‘Swiss Made’ label to have sourced 60 per cent of its material in Switzerland.
The luxury watchmaker – which sources 95 per cent of its material domestically – said the law “Is too lenient, providing no guarantee, creating confusion and encouraging abuses of the system”.
And so, from 2017 onwards, the brand will no longer have “Swiss Made” on their watches.
To commemorate the decision, they’ve created the most Swiss watch they could – and called it Swiss Mad.
The case is made from Vacherin Mont d’Or medaille d’or cheese, and the strap is made from cowhide, “the obvious choice”.
The cheese is pasteurised - so it "doesn't stink".
The dial is a deep red, with four white indexes – reminiscent of the nation’s flag – indicating every quarter of an hour.
Making it even more Swiss, the price is exactly 1,081,291 francs (£870,865), which commemorates the date of the Swiss Confederation – 1 August, 1291.
And whoever purchases the one-of-a-kind watch, can rest easy with the knowledge that proceeds will go to local Swiss businesses.
All proceeds from the sale of this watch will be used to create a fund to support independent Swiss watchmaking suppliers currently suffering under the difficult economic situation and outsourcing to Asia.
HT The Local