H. Moser & Cie.: When Fumé Says It All

Neuhausen am Rheinfall, March 4th, 2020

It has been five years since H. Moser & Cie. released their first purely minimalist Concept model, equipped with a dial void of indices or logo. Driven by a desire to return to the essential, the Schaffhausen manufacture has redefined the notion of luxury, human watchmaking: by stripping away the superfluous and focusing not simply on displaying the time, but embodying a true expression of emotion. The Concept series was so successful that H. Moser & Cie. decided to include it in its collection. The fumé dial has become the brand's signature – even without a logo – so much so that 'fumé' is now automatically associated with H. Moser & Cie. In 2020, to celebrate the fifth anniversary of this launch, the manufacture is producing three new models, available in different versions, all released as limited editions, and all fitted with a Concept fumé dial.

The complete antithesis of timepieces with cluttered dials and unnecessary features, the Endeavour Centre Seconds Concept constitutes a philosophical reflection that was originally presented as a conceptual piece. The overwhelmingly positive reaction proved that there was a real need to return to the roots and very essence of watchmaking. By showcasing their famous fumé dial – the brand's signature – with no embellishment, indices or logo, H. Moser & Cie. made the unprecedentedly minimal “Concept” aesthetic an integral part of the Endeavour collection’s identity and design language, placing the emphasis on luxury craftsmanship and the beauty of its expertise, often eclipsed by overbearing marketing, to remind us that behind a logo are people: talented watchmakers and dial specialists. They have also proved that a genuine luxury product can be identified immediately, even without a visible logo.

Nowadays, this resolutely minimalist aesthetic has become H. Moser & Cie.'s signature, along with their fumé dials in daring and surprising colours. Offering a different image of traditional watchmaking, the Schaffhausen manufacture has fostered new trends, creating timepieces which are classic but never conventional, with a design that overturns received ideas.

In honour of the fifth anniversary of their Concept series, H. Moser & Cie. has produced three new models available in different versions, which combine graceful proportions, harmonious forms, and high-end finishes with 100% Swiss Made manufacture calibres. Available in 5N red gold, white gold or steel, in a three hand version or with a tourbillon movement, with the Endeavour case, the manufacture plays with different tones of its famous fumé dial: the famous Funky Blue and a colour previously unseen in the Endeavour family – aptly named Burgundy – are paired with the sublime brilliance of the diamonds adorning the bezel of the 38 mm model. By putting the emphasis on substance rather than labels, H. Moser & Cie. proves once again that simplicity can be both surprisingly effective and unexpectedly powerful.

H. Moser & Cie.’s own and unique take on Haute Horlogerie.