Swiss Mad, NOT Swiss Made

Million dollar-plus watch is made of cheese

Swiss Mad, NOT Swiss Made

A $1.072 million watch seems pricey by any standards, but one such timepiece, enrobed with cheese, has been designed more as a statement than functional arm candy.

Created in Switzerland by Swiss watchmakers with Swiss materials, the Swiss Mad Watch is unique, symbolic and irreverent. It’s purpose? Made with actual Swiss cheese, the watch was maker H. Moser & Cie’s attempt at critiquing the shortcomings of a revised Swiss Made watch label that requires 60 percent of watch components to be of Swiss origin.

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