H. Moser & Cie. – Pioneering The Ultimate Immersive Customer Experience

Keeping up with the times and with the pioneering spirit of its founder, Heinrich Moser, H. Moser & Cie. is diving into a new immersive luxury experience for its customers. Using an approach that combines physical, digital and virtual dimensions, H. Moser & Cie. is introducing a cutting edge, customer-focused solution. Through a holistic ecosystem, including blockchain watch authentication, digital assets and its own dedicated metaverse space, H. Moser & Cie. is offering a completely new definition of service. Pushing its boundaries and stepping out of its comfort zone, H. Moser & Cie. has embarked with select partners, experts in their fields, to guide the company in its exploration of new technologies enabling enhanced security and deeper user engagement. A whole network has been created for this pioneering exploration of a new world.

H. Moser & Cie.

Back in 2020, H. Moser & Cie. was one of the first independent watch brands to launch an e-commerce and CPO platform. True to its adventurous spirit, it is continuing in this initiative by setting out to conquer Web 3.0. Edouard Meylan, CEO of H. Moser & Cie., explains: “We are at the dawn of a new technological era. For us, it seemed crucial to evolve with our times and to take a clear stance, playing an active role in defining the rules of this still littleknown world, whilst 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”. H. Moser & Cie. has developed a complete ecosystem that offers blockchain product authentication for enhanced multi-level security and transparency, exclusive privileges enabled by digital assets ownership, and a metaverse space intended to both showcase its products and benefit its customers.

H. Moser & Cie.

This large-scale project is multi-layered and mixes physical, digital and virtual dimensions. It is based on the development of a complete ecosystem structured through a dedicated app allowing watch authentication through blockchain technology, provided by Aura Blockchain Consortium. Through Aura SaaS, customers can access complete traceability and transparency through the product’s lifecycle from certification, warranty, insurance and further customer services. This authentication will eventually be introduced for all Moser watches via the warranty card that is included with each model. Non-speculative digital assets have also been created in the form of NFTs including digital artworks, in particular short “time capsule” videos promoting the product and the watchmakers behind it, ultimately sealing forever on the blockchain the moment each watch has completed production.

Alongside this, H. Moser & Cie. has developed an immersive metaverse experience inviting customers to step into a new Moser universe supported by a mix of tradition and latest technologies. In this metaverse space, visitors can discover the history of the brand and the manufacture, and meet the Moser team in a new dimension. Designed to enable its customers and its community to enjoy a virtual experience, this metaverse space draws its inspiration from current leading virtual worlds. Designed as a modern, minimalist Swiss chalet, it comprises both classic references to Switzerland as well as specific references to the brand, such as the Rhine Falls (Rheinfall), where the manufacture has its headquarters. Designed to develop and evolve, this universe opens the doors to the imaginative world of Moser.

H. Moser & Cie.

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This pioneering project centres around a concept watch available as a limited edition of 50 pieces; this timepiece incorporates aesthetic codes from the virtual to the tangible: its 3D-printed titanium crown and bezel appear pixelated and are perfectly paired with the watch’s microblasted steel case. This is the first piece in an exclusive triptych which will give each owner access to the next two pieces. Christened the Endeavour Centre Seconds Genesis, or 01100111 01100101 01101110 01100101 01110011 01101001 01110011 in binary code, this timepiece is a hybrid product, combining both physical and virtual dimensions. Each Genesis timepiece bears a unique QR code engraved on its sapphire crystal that allows to authenticate watch ownership, offering its owner privileged access to the entire dedicated digital and virtual ecosystem, in particular giving them priority to purchase certain future limited editions, membership of the Moser community, and exclusive invitations to brand launch events, and more. This is yet another way that the company is offering added value to its customers within the Moser universe, while strengthening its interactions and engagement with them. Both the Genesis timepiece and the associated digital assets will benefit from unrivalled insurance service. Moreover, H. Moser & Cie. recently started accepting direct payment in crypto-currency.

H. Moser & Cie.
H. Moser & Cie.

To accompany it in this leap towards decentralised experiences, H. Moser & Cie. surrounded itself with established prestigious partners. Deloitte Consulting Switzerland has mobilized key technological and industry leaders to empower H. Moser & Cie. to reimagine the future of luxury watches. These partners are Aura Blockchain Consortium, a leader in technological solutions for the luxury goods sector, created by some of the world’s most prestigious luxury groups going beyond traditional frontiers to become a technological hub for the luxury industry; Zurich Switzerland to insure the physical product and digital assets for this brand-new hybrid product; Crossmint for custody of tokens in a wallet accessible for the first time via a dedicated application; and Salesforce, making H. Moser & Cie. one of the first global customers across all industries to benefit from its Web 3.0 management suite. The expertise of these partners lends credibility to H. Moser & Cie.’s approach and serves as a guarantee. Each partner shared its know-how to ensure the success of this project, in a brand-new combination of different industries and experiences, forming an infinitely valuable support network around the brand

H. Moser & Cie.

Following on from Web 1.0 (the Static Web) and Web 2.0 (the Collaborative Web), we have Web 3.0 (the Ownership Web): “I own therefore I am”. This major evolution enables users to access digital property without intermediaries. For the exclusive luxury goods sector, it is essential to ensure a reliable long-term approach, by collaborating with the best partners in each field.

Designed to be customer-focused and people-oriented, H. Moser & Cie.’s cutting-edge approach is unique. It will enable H. Moser & Cie. to apply the most popular features among its customers to future models to constantly improve customers’ experience, while also enabling them to be part of a passionate community of VIP watch owners. To mark the launch of this project, the brand organised a series of press conferences in its dedicated space in the metaverse – an unprecedented experience.

H. Moser & Cie.’s own and unique take on Haute Horlogerie.


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