Already known for its firm stance and plain speaking, H. Moser & Cie is now also giving voice to its quirky and provocative style and sharp sense of humour. To convey its message more clearly, the Schaffhausen-based manufacture is launching www.pioneerchronicles.com, a dedicated portal where the brand is free to express its opinions and its vision. Delightful, playful and, sometimes, unsettling. Buckle up: you’re in for a ride!
The following disclaimer message will be displayed in a large pop-up window when visitors arrive at the www.pioneerchronicles.com homepage: “The luxury industry doesn’t tend to go in for humour. We, however, do. If you like beautiful things and you’ve remained a lucid human being, first of all, congratulations. Second of all, welcome home!” With its usual sense of irony, here H. Moser & Cie discusses luxury goods and watchmaking, but from a different angle.
The site will host funny posts, feature Moser most well-known videos, and offer some brand new gems. For instance, we find Edouard Meylan, CEO of H. Moser & Cie, looking for a concept to launch his everyday watch: the Pioneer collection. Faced with a marketing agency proposing a steady stream of unoriginal ideas, Edouard realised that his task would be a long and arduous one. With lots of references to the same clichés used all across the luxury industry, such as the value of investment, support from ambassadors, celebrities, top athletes or extreme adventurers, or the myth of your first watch, H. Moser & Cie brings a fresh and authentic touch to an industry which often tends to take itself far too seriously.
The Schaffhausen-based manufacture has also designed the website to open dialogue and strengthen links with its community, a larger audience of young, open-minded people, who are less conservative, and who share its provocative sense of humour. It also serves to further position H. Moser & Cie. as a brand which is classic without being old-fashioned, timeless but not conventional, understated but never boring.