Luxury watches with history

Watches Accompanied by an image campaign
Wirz is relaunching the luxury brand H. Moser & Cie. at the recent
The watch industry has been in a state of flux for several years now.
in a champagne mood. The luxury segment in particular has been booming for several
quarters with double-digit growth rates. The timepieces with the
complicated works have long since found their buyers not only in the
among collectors. The growing target groups today are
mainly in affluent milieus that value status above all.
and prestige - to a small extent on design. Not function
or complicated mechanism is in the foreground for them, but
the differentiation function.

This has also radically changed the character of the watches. At the
Basel Watch Fair, which opened its doors on Wednesday, will once again feature
The more subjective brand components in particular are emphasized as a selling point. With the history of the company or other, inspiring
Brand experiences can often make premium price positioning easier.
"than with the number of components or manual working hours.

Real resuscitation as UAP
One of the many recently revitalized watch brands that have been
Heritage brand concept is the Schaffhausen watch brand H.
Moser & Cie., which produced its tickers until the late 1970s.
produced. Unlike most of the others, however, the
former technical director of IWC for many years, Jürgen Lange, the
Moser watch company together with their family line.

founder's great-grandson Roger Nicholas Balsiger as Honorary Chairman and the
rich family chronicle lend Moser's brand history the
Authenticity that similar brands lack. At the product level
Lange's brand also distinguishes itself through its classic and elegant
Understated design and the exclusively precious metal construction of the
Enclosures from the competition. CEO Jürgen Lange's experience with Wirz
advertising, whose macho campaign strengthened IWC, came from that time and
were decisive for the choice of agency. "There is so much at Moser
and to show that we have decided to do this with
a competent partner publicly."

For the "new" watch brand, Wirz's creative team peeled back the passion
of founder Heinrich Moser as a platform for communication.
This was the case when the company was founded in St. Petersburg in 1828.
describe the watchmaking environment in which the historical watches were made.
emerged - and it is the driving element of today's
Representatives of H. Moser & Cie, explains copywriter Hanspeter
Schweizer, who had already helped develop the IWC campaign.

However, the Moser watch is different and sets trends instead of following them.
to run after. Self-developed movements, the simplicity and exclusivity of the small series, the functionality and complexity of the movement, which only become apparent at the first glance.
A second glance reveals that this is passionately different. In the long term
Lange is aiming for an annual production of 7,000 to a maximum of 10,000 units.
an.

The appropriate market presence for Moser's extensive life's work was found in an attention-grabbing, informative and self-confident
Presentation of the legendary as well as the new watch models. Documents,
Photos and original locations not only from the watch sector as well as
former and current representatives of the company are also part of the
Campaign like the timepieces.
This archive platform is intended to support both classical and non-classical
Advertising forms in the 27 markets for the time being are characterized by magazines and
Trade fairs, events and highlights with sales partners.

Luca Aloisi