Watch brands are digging through their archives for pieces that blend past and present, seeking to offer innovation with greater authenticity. While major luxury watch powerhouses like Rolex, Rado, and Hublot have dived into Web3, enhancing their retail experiences and leveraging their partner assets like NFTs, the metaverse has become the NEXT evolutionary step, where technology and business merge into a unique customer experience. But is it possible for high-end brands to resist the temptation to fall for such tricks?

Switzerland-based H. Moser & Cie. is behind many watch industry firsts, including a satirical jab at the Apple Watch with a watch that mimics the look of a smartwatch or the ‘Swiss Mad watch’ with a box made of real Swiss cheese. But it comes with its own set of caveats. The watchmaking author recently launched a hybrid entity with the aim of traveling to the phygital world. Dubbed Endeavor Center Seconds Genesis, or 01100111 01100101 01101110 01100101 01110011 01101001 01110011 in binary code, the limited-edition pixelated watch design combines physical and virtual dimensions.

H. Moser & Cie. it was one of the first independent watch brands to launch a CPO and e-commerce platform in 2020. Banishing the anachronistic launches of its rivals, the brand takes longer technical strides with Genesis. “We are at the dawn of a new technological era. For us, it seemed crucial to evolve with our time and take a clear stance, playing an active role in defining the rules of this still little-known world, while remaining humble, and asking the right questions. Entrepreneurship is in our DNA and we strive to cultivate this philosophy by taking risks and exploring new uncharted territories,” explains Edouard Meylan, CEO of H. Moser & Cie.

Endeavor Center Seconds Genesis design codes nod to science fiction, digital technology and cinematic storytelling. The elemental geometric piece is an arrangement reminiscent of the two Hollywood blockbuster dystopian films that challenge, investigate, and alter the concepts of time, space, and gravity. Imagine digital rain from the Matrix pixelating on a watch that Murph inherited from Cooper from the movie Interstellar.

The dominant design feature of the product is a round dial, with a 3D-printed titanium crown and pixelated-looking bezel, perfectly matched by the watch’s sandblasted stainless steel case. From enameling to glyptic techniques, H. Moser & Cie. has a virtuous eye for fine watch artisans, with the Genesis at the forefront of materials science and design. The movement architecture features the self-winding caliber HMC 200, engraved with 27 jewels, an automatic bi-directional ratchet winding system and an 18-carat solid gold oscillating weight engraved with the H. Moser hallmark. Crafted in hand-stitched gray kudu leather, the strap comes with a sandblasted steel ardillon buckle.

Aesthetically speaking, the coveted wearable design melds traditional watch elements into modern ergonomics, a catnip for watch lovers or, well, timekeepers. Elegant ingenuity injects classic watchmaking, discerning a top-of-the-line sensibility. Along with the 40mm round case, the 3D-printed pixelated titanium bezel and matching crown surround the QR code engraved within the sapphire crystal, forming a kind of skeletonized dial. A quick scan of the code grants access to the metaverse, offering its owner privileged access to the entire dedicated digital and virtual ecosystem, in particular giving priority to purchase certain future limited editions, Moser community membership and exclusive invitations to the launch of the Mark. events, and more.

The pioneering project is available in a limited edition of 50 pieces; making this an interesting proposition for serious collectors. The first piece is an exclusive triptych that will give access to the next two pieces, to each owner. And although watches arrived in space long before Jeff Bezos, this watch incorporates aesthetic codes from the virtual to the tangible. The conceptual design includes a complete ecosystem that provides blockchain product authentication to enhance security and transparency at various levels, exclusive privileges enabled by ownership of digital assets, and a metaverse space intended to both showcase and benefit your products. . It also demonstrates how space has given digital watches a whole new place in the world.

Both the Genesis watch and associated digital assets will benefit from an unrivaled insurance service. In addition, H. Moser & Cie. recently started accepting direct cryptocurrency payments, pioneering “the ultimate immersive customer experience.” Closing out last year on a high note, the independent Swiss watchmaker recently opened its first single-brand boutique in Hong Kong’s financial district, joining the likes of Audemars Piguet, Omega, Longines, Louis Vuitton and other luxury brands.