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Small Swiss Watch Brand H. Moser s Secret to Big-Time Success? A Sense of Humor. The brand has built a reputation on exceptionally crafted watches that poke fun at the Swiss watchmaking industry. Courtesy Welcome to Dialed In, Esquire s weekly column bringing you horological happenings and the most essential news from the watch world since March 2020. There is something mischievous about Swiss watch brand H. Moser & Cie, despite its long and worthy history. The manufacture turns out very short runs of unusually beautiful and very expensive watches, almost all of which, in some form or another, are an oblique, often-amusing comment on the state of Swiss watchmaking, an industry not widely celebrated for its sense of humor.

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