Rediscovering the ‘why’ of luxury: interview with Edouard Meylan, CEO H. Moser & Cie.

I recently attended the teaser soirée of Geneva Watch Days done in Zurich for 24 hours, as a prep gig for the true ‘fair’ of the Swiss Watches’ Independents, which will take place at the end of August in Geneva. In an era of bloated tech & corporate presentation, where all innovations need to be global, trans-humanistic and almost taste like sci-fi, with Wall Street and Venture Capital fighting over the latest trick, which will smash our world, and with speculation minting new billionaires at every funding round and newness review, it is so refreshing to attend a gathering of indies, who want to share their love for watches with press, collectors and selected trade partners in an intimate venue, so not-tech heavy. It’s so good to see humans celebrating other humans and their human craft, inside a city, a real community and in sync with it, while discussing organic growth (read: small, measurable), as everyone’s plan is to be there in hundreds of years and to create pieces, which will travel through time, becoming families’ legacy and personal vectors of memories and emotions.

One of these crazy entrepreneurs, balancing tradition and innovation, is Edouard Meylan, the young mind behind H. Moser & Cie. This is our exchange.

Who are you and what do you do for a living?  

Edouard Meylan, CEO and co-owner of H. Moser & Cie. I was born and grew up in one of the watchmaking valleys of Switzerland, called Vallée de Joux. I was involved in the watchmaking world from a young age, through my family, who has been in the field for generations. I have an MSc in micro-engineering from the Swiss Federal Institute of Technology in Lausanne (EPFL), and an MBA from Wharton. I began working as a consultant at PwC in Zurich, before returning to the watch industry in 2003. In 2012, we bought H. Moser & Cie., with my family, and I became its CEO in April 2013.

What changed completely with the Covid & post Covid era for the world of Swiss luxury, artisanal watches? Give me ‘the’ one thing that Watch makers cannot disregard now? 

Lots of things have changed with Covid. Maybe, not enough, or they did not last for as long as expected. The real revolution was the digitalization. During the pandemic, we accelerated our digital transformation and strengthened our relationship with clients. Covid boosted our online sales. It forced us to jump into e-commerce, and our customers followed. In March 2020, we launched our CPO, and in April we started selling new products via e-commerce. It performed extremely well. So, the one thing that watchmakers cannot disregard now is digitalization. It is actually a tool to better engage and serve our customers. It opens amazing opportunities to engage with our community.

However, what is the one thing that did not change?  

On the positive side, the human desire for connection and community has remained steady. People have continued to find ways to bond, support each other, and share experiences, whether through virtual gatherings, outdoor activities, or acts of kindness. This enduring need for connection highlights the resilience of the human spirit in the face of adversity.

On the negative side, the pandemic did not change the persistence of economic inequality. Despite various relief efforts, the gap between the wealthy and the less fortunate has often widened, with many vulnerable segments of our communities facing increased financial hardships, limited access to healthcare, and greater job insecurity. This enduring disparity underscores the need for more inclusive and equitable economic policies.

What is the ‘why’, or the uniqueness, or the reason to exist, of H. Moser & Cie. watches? 

Moser & Cie. embodies the pinnacle of traditional Swiss watchmaking, while pushing the boundaries of innovation and design. Renowned for their minimalist aesthetics, in-house movements, and dedication to craftsmanship, we offer a distinct blend of heritage and contemporary flair. Through a maverick attitude and a playful spirit, we challenge conventional norms in the watch industry incorporating daring, and often provocative elements. This commitment to authenticity, exclusivity, and creative expression gives H. Moser & Cie. its unique “raison d’être” as a watch brand.

New Generations: what’s your take on the appeal of watches for them? What do you observe?  

The appeal of watches for new generations, including Millennials and Gen Z, is evolving beyond mere timekeeping, to encompass elements of personal expression, sustainability, and connection to heritage. The appeal of watches for new generations lies in their ability to blend tradition with modernity, serve as a medium for self-expression, and align with values such as sustainability and authenticity. This shift in perspective is shaping the future of the watch industry, driving innovation and a renewed appreciation for horological craftsmanship.

One tip/advice for a young designer or businessperson wanting to join the watch business right after college? Why should they join this community and profession? 

One piece of advice is to embrace a unique vision, and to remain authentic. The watch market is highly competitive, and standing out requires a distinct identity, and a genuine connection with your audience. Your passion, creativity, and dedication to quality will be your greatest assets in making a meaningful impact in the watch industry.

The watch industry offers a rich blend of tradition, innovation, and artistry. By becoming part of this community, you can contribute to a legacy of craftsmanship, while also pushing the boundaries of design and technology. The industry is ripe for fresh perspectives and new ideas, especially from young creatives who can bridge the gap between classic horology and modern trends.

Watches used to be our Artificial Intelligence, measuring time and reshaping the way individuals and society organized their lives during the day, and through the months and years. Luxury is nothing else than our ability to transcend the here and now, and have a small taste of eternity, thanks to beauty, design, craftmanship. It’s so good to see a renaissance of indies, who manage to thrive without the toxic expectations and byproducts of large luxury corporations. The real ‘why’ of luxury has always been a long game. Long live the indies.

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