USER-GENERATED LAUNCH OF THE PIONEER BY H. MOSER & CIE.
Reaffirming its practices of approachability and reactivity on digital media in a way that is unheard of among the majority of established watch brands, H. Moser & Cie. puts the international online watch community at the core of its latest product launch with the Pioneer Tour, where its newest sporty-chic creation – the Pioneer Centre Seconds Funky Blue Black Edition – has been entrusted to the international community of watch-lovers and Moser fans, where the watch is traveling the world from one wrist to another in an uncharted odyssey.
A Community Driven Adventure
Instead of an elaborate launch event or star-studded campaign, H. Moser & Cie. has taken an innovative approach to launch its latest sporty-chic creation, the Pioneer Centre Seconds Funky Blue Black Edition, in a unique and interactive manner: the Pioneer Tour. A first of its kind in the watch industry, H. Moser & Cie. has entrusted the watch to the international community of watch-lovers and Moser fans, where the watch is traveling the world from one wrist to another in an uncharted adventure.
The tour kicked off when a customer and friend of the brand (affectionately called a Moser-Lover) came to visit the manufacture, where he was handed the first production piece of the new Pioneer Centre Seconds Funky Blue Black Edition. This marked the start of the Pioneer Tour, and the rules couldn’t be simpler: Each participant keeps the watch for a few days, takes as many pictures as he or she likes and shares them on Instagram, then passes the watch on to a friend of his or her choosing. And on and on it goes, with no planned trajectory or destination.
Already in its second month, the Pioneer Tour has seen the watch go through 15 different wrists, with over 200 photos shared from at least 8 cities. From Austin to Houston, Bangkok to Singapore and on to London town, the self-elected guardians of the Pioneer are sampling local cuisine, taking in breathtaking vistas, and capturing iconic landmarks with this photogenic timepiece; showcasing the watch’s unique features in a real-life context.
For those wishing to stay up-to-date with the latest international happenings of the Pioneer Tour, Moser’s dedicated landing page on https://pioneerchronicles.com/pioneertour/, or follow the tour on Instagram @moserwatches under the hashtag #PioneerTour.
Embracing the Era of Social Media
As an independent, family owned and operated brand, H. Moser & Cie. believes in breaking barriers between its manufacture and its end customers. With the advent of social media as the main communication platform for a brand, the Schaffhausen-based manufacture has put the human dimension at the forefront of its online presence.
With a relatively small number of watches produced and a limited network of Authorized Dealers around the world, seeing and handling an H. Moser & Cie. timepiece is usually a Very Rare occasion. The Pioneer Tour and its impromptu gatherings among watch-lovers offer likeminded people the opportunity to discover an H. Moser & Cie. watch for the very first time, in a laidback and fraternal atmosphere.
With a refreshingly casual tone and a touch of humour, H. Moser & Cie. has grown its worldwide community of watch aficionados who appreciate its unique earnestness. With its CEO Edouard Meylan (@edmeylan) as well as various team members – from members of the sales team to watchmakers – regularly active on platforms such as Instagram, H. Moser & Cie. offers a level of approachability and reactivity that is unheard of among the majority of established watch brands; so much so that its community of customers and fans have taken on such initiatives as #MoserMonday and #FuméFriday, creating an organic sense of engagement between the brand and the online community of watch-lovers.
It is clear that those who gravitate towards the world of H. Moser & Cie. aren’t only attracted to its minimalist and “Very Rare” watchmaking ethos, but also its intrinsic values and the messages it conveys. With initiatives such as the Pioneer Tour, H. Moser & Cie. is highlighting its confidence in the watch community and unlocking the potential digital media holds in bringing the brand to a wider audience.