In this issue, we cover Kollokium's latest release, leadership changes at Richemont, MB&F teasers, Moser's evolving strategy, the role of psychology in problem-solving, and finding meaning in watch collecting.
Excellent as always, I love my microrotor and I do think it’s today very rare.. but I literally cringe every time there is a new streamliner and I am truly nervous for the day they open the floodgates on the microrotor, the watches are unique but part of the appeal was that they were rare.. not anymore as a typical moser display window these days have 10-15 SKUs on display and I’m sure many more in the vault in the back room. They need to significantly slow down the streamliner line and start looking at something fresh.
Cheers VS. I don't really have a negative view of Moser as such, I suppose they're in a weird transition period (before mass market, but also not small at all) - and perhaps they will find their feet soon. Your point is important - that you still like your watch. That's all you should care about, ideally :)
Unfortunately, you're a keeno collector like the rest of us - so you can't stop there.😂
I realize this likely has nothing to do with the new CEO, but thought I would share anyway. This week ALS opened what is apparently its largest boutique in Asia. They did several group and private previews prior to opening and also offered booked time slots to visit to new space. I did both and had a great time. It seems they've actually hired enthusiasts who seem genuinely interested horology and the brand, (I shared my Pikullik and was ignored for 10 minutes by two of the staff who where fawning over it). The sales approach was also straight forward with almost everything available and clear feedback was provided around what was necessary to obtain pieces like the Odysseus. I went in very jaded and skeptical and left fairly impressed.
A LOT here to delve into deeper! Quite a smorgasbord of info, ideology, psychology and conjecture! Sutherland and Kierkegaard alone could occupy me for several re-reads and pondering……quite a load of 🥇content! ….. on the the next issue 🤗😓➡️
Well as you said in the article, their popularity was built on being a small disruptive Independent. If people are still under that impression and feel like they are lucky to have the chance to finally get a Moser they need to be aware of this change in strategy and reevaluate the long term value proposition
After delving into Kierkegaard and Wittgenstein, it seems rather pedestrian to discuss Moser's perceived direction, but given my emotional investment in that brand, I'll jump in.
I had the privilege of joining other Moser enthusiasts as guests of Moser at the Miami F1 Grand Prix. Those of us selected to attend were certainly more than your casual Moser owner with most of us possessing several Moser watches in our collection. While I can't speak for all those who attended, there is indeed a sense of camaraderie and esprit de corps that many of us feel is unique to Moser enthusiasts.
"You think it's outrageous to pay a 5 figure dollar sum for a mechanical watch that looks like the AppleWatch? You don't like the Moser Genesis with a QR code on the face? Do you think the Concept dials make the Endeavour Concept watches no different than a few hundred-dollar Movado? Well, bugger off, you're not the intended audience. You aren't MoserFam."
I can't put my finger on it, but for a number of us loud Moser fans, being a Moser fan means something, and that something does not include emphasizing only one model line in an attempt to capture the mainstream, a la the Royal Oak, which is reportedly 75%- 85% of AP's output.
Other Moser enthusiasts share my concern, as in a poll taken in the unofficial Moser Ownser & Fans Facebook Group.
I asked "What do people here think is best for the brand and best for us Moser enthusiasts?
Ride the Streamliner train as far as it will go, and push for it to become similar to the Royal Oak in AP's line?
Soften the emphasis on the Streamliner?"
The top selection with 53% was the choice "Soften the emphasis on the Streamliner and give equal attention to other line."
Now, I recognize that the perceived running full steam ahead with the Streamliner may only indicate a more significant issue. As you mention in your newsletter, you view the courting of Undefeated and F1 as going mainstream. I don't agree with that, especially about the Undefeated audience. I'm all for introducing new people into the world of watch enthusiasts.
To Bismark's laws and sausages we can add luxury watchmaking. There are things that happen in high horology auctions, awards ceremonies, and marketing that would make weak stomachs turn. I remain hopeful that Edouard and Bertrand Meylan together with the entire Moser team can navigate these perilous seas by following their own North Star. One which remains faithful to the Moser Family. I'll be sailing on the ship with them until it goes down.
Excellent as always, I love my microrotor and I do think it’s today very rare.. but I literally cringe every time there is a new streamliner and I am truly nervous for the day they open the floodgates on the microrotor, the watches are unique but part of the appeal was that they were rare.. not anymore as a typical moser display window these days have 10-15 SKUs on display and I’m sure many more in the vault in the back room. They need to significantly slow down the streamliner line and start looking at something fresh.
Cheers VS. I don't really have a negative view of Moser as such, I suppose they're in a weird transition period (before mass market, but also not small at all) - and perhaps they will find their feet soon. Your point is important - that you still like your watch. That's all you should care about, ideally :)
Unfortunately, you're a keeno collector like the rest of us - so you can't stop there.😂
I realize this likely has nothing to do with the new CEO, but thought I would share anyway. This week ALS opened what is apparently its largest boutique in Asia. They did several group and private previews prior to opening and also offered booked time slots to visit to new space. I did both and had a great time. It seems they've actually hired enthusiasts who seem genuinely interested horology and the brand, (I shared my Pikullik and was ignored for 10 minutes by two of the staff who where fawning over it). The sales approach was also straight forward with almost everything available and clear feedback was provided around what was necessary to obtain pieces like the Odysseus. I went in very jaded and skeptical and left fairly impressed.
That’s promising to hear, thanks for sharing!
A LOT here to delve into deeper! Quite a smorgasbord of info, ideology, psychology and conjecture! Sutherland and Kierkegaard alone could occupy me for several re-reads and pondering……quite a load of 🥇content! ….. on the the next issue 🤗😓➡️
Chapeau 🎩 🥂
It’s not a race - take your time! ❤️
Excellent read. Love the Lifting of the veil on Moser
Thanks PD! Wonder if there was a veil or if I am just behind on the intel lol!
Well as you said in the article, their popularity was built on being a small disruptive Independent. If people are still under that impression and feel like they are lucky to have the chance to finally get a Moser they need to be aware of this change in strategy and reevaluate the long term value proposition
I'd be surprised if more than 10 people read this, though. The only hope is word of mouth 😂
After delving into Kierkegaard and Wittgenstein, it seems rather pedestrian to discuss Moser's perceived direction, but given my emotional investment in that brand, I'll jump in.
I had the privilege of joining other Moser enthusiasts as guests of Moser at the Miami F1 Grand Prix. Those of us selected to attend were certainly more than your casual Moser owner with most of us possessing several Moser watches in our collection. While I can't speak for all those who attended, there is indeed a sense of camaraderie and esprit de corps that many of us feel is unique to Moser enthusiasts.
"You think it's outrageous to pay a 5 figure dollar sum for a mechanical watch that looks like the AppleWatch? You don't like the Moser Genesis with a QR code on the face? Do you think the Concept dials make the Endeavour Concept watches no different than a few hundred-dollar Movado? Well, bugger off, you're not the intended audience. You aren't MoserFam."
I can't put my finger on it, but for a number of us loud Moser fans, being a Moser fan means something, and that something does not include emphasizing only one model line in an attempt to capture the mainstream, a la the Royal Oak, which is reportedly 75%- 85% of AP's output.
Other Moser enthusiasts share my concern, as in a poll taken in the unofficial Moser Ownser & Fans Facebook Group.
I asked "What do people here think is best for the brand and best for us Moser enthusiasts?
Ride the Streamliner train as far as it will go, and push for it to become similar to the Royal Oak in AP's line?
Soften the emphasis on the Streamliner?"
The top selection with 53% was the choice "Soften the emphasis on the Streamliner and give equal attention to other line."
Now, I recognize that the perceived running full steam ahead with the Streamliner may only indicate a more significant issue. As you mention in your newsletter, you view the courting of Undefeated and F1 as going mainstream. I don't agree with that, especially about the Undefeated audience. I'm all for introducing new people into the world of watch enthusiasts.
To Bismark's laws and sausages we can add luxury watchmaking. There are things that happen in high horology auctions, awards ceremonies, and marketing that would make weak stomachs turn. I remain hopeful that Edouard and Bertrand Meylan together with the entire Moser team can navigate these perilous seas by following their own North Star. One which remains faithful to the Moser Family. I'll be sailing on the ship with them until it goes down.