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  1. Benefit of the doubt: Undone watches – Watchrant
    9th November 2017 @ 11:09 pm

    […] is the supposed focus on production outsourcing by Swiss brands. It just happens to be that I wrote a whole article about that from Moser’s perspective a year ago. I can’t really see any hints that this […]


  2. Value proposition: Pioneer Chronicles – WatchRant
    3rd July 2018 @ 11:07 pm

    […] much needed jolt to the luxury watch industry as a whole. Moser chose to follow through with their values of #makeswissmadegreatagain by taking a swipe at some of the underlying marketing principles which what they believe over time, […]


  3. My take: The role of politically themed marketing in the watch industry – WatchRant
    4th March 2019 @ 1:39 pm

    […] The #makeswissmadegreatagain campaign was something that Moser had been hinting at several weeks ahead of the official at SIHH 2017 and as a result Moser got people talking and asking questions about what they were up to. Their prior escapade with the Swiss Alp piece set the precedence that this is a company that is capable of causing surprise and delivering a messaging. The online climate at the time had politics ingrained heavily in pop culture and it was the ideal incubator for such a campaign – the watch industry was wondering how the adjusting of ‘Swiss Made’ legislation would affect their businesses, and the rest of the population was anxious over everyday politics. When Moser eventually did unveil what they had to offer (which if you don’t know by now, was a watch made of Cheese) it was received with less of an explosive shock as by now people were anticipating something crazy. […]


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