Discover the Missed Opportunities in Marketing for Independent Swiss Watchmaker, Moser

Moser, a jewel of Swiss watchmaking, is a rarity in its ability to in-house manufacture the elusive component of balance springs. This already sets Moser apart, considering most microbrands have little to no capacity to produce components in-house and have a habit of outsourcing everything. Despite possessing this considerable production backing and even sage advice from the watch industry legend and former CEO of Audemars Piguet, Georges-Henri Meylan, Moser’s marketing surprisingly resembles that of a microbrand, undervaluing its own prestige and potential. Unquestionably, microbrands, with their tight budgets, are excused for skimping on significant brand-building. However, when it’s a well-backed independent brand like Moser, one has to wonder why marketing isn’t being prioritized. Even the smallest microbrands find innovative ways to create eye-catching visuals. A noteworthy omission in Moser’s recent launch was the lack of a close-up showcasing its marquee feature: the flying one-minute tourbillon with a cylindrical balance spring. It is understandable that Moser cannot invest in high-profile sponsorships such as those undertaken by industry giants Rolex, Omega, and TAG Heuer. However, it seems plausible that Moser and similar brands could balance their offerings by prioritizing quality over quantity. Unfortunately, the prevailing notion appears to be a focus on cutting costs wherever possible, leaving marketing as an afterthought. The current decline in luxury, heightened inflation, reduced consumer spending, and substantial tariffs on US imports are undeniably obstructions to sales. However, the flaws in Moser’s marketing approach, coupled with their ability to indeed invest more, not only makes it challenging for them but also for their retailers and loyal collectors. The secondary market prices of Moser watches point out another phenomenon: heavy discounts needed to make sales, a sight not uncommon amongst luxury brands. Yet, with the extensive investment already poured into crafting Moser’s horological prowess, such discounted sales can be disheartening. Unfortunately, marketing budgets are often the first to be slashed during sales downturns while they should ideally see an increase. Although this might mean reducing profit margins, the ultimate result could be increased sales, offering a viable way to survive a tough market year. A meticulously manufactured sports watch like Moser’s caliber HMC 811 with water resistance up to 120 meters and a skeletonized dial, at a price of $86,900, undeniably needs a more strategic marketing approach, starting with a comprehensive digital launch.