This $1 Million Wrist Watch Is Made of Swiss Cheese
The “Swiss Mad” watch is actually a sardonic protest by luxury watchmaker H. Moser against a new Swiss law that says all watches that carry the “Swiss Made” label must comprise at least 60 percent Swiss components, according to The Local.
H. Moser’s watches are 95 percent Swiss. The company said the law was "too lenient, providing no guarantee, creating confusion and encouraging abuses of the system."
In protest, H. Moser dropped the “Swiss Made” designation from its new watches and created the “Swiss Mad” watch, designed to be the “most Swiss” watch ever created.
The case of the watch is made of Vacherin Mont d'Or medaille d'or, a winter cheese made in Switzerland. It’s preserved in resin, so it’s not edible but it will hold up to use. The band is made of cowhide from Swiss cows, and the face is red like the Swiss flag.
It’s 100 percent Swiss, and it is for sale for $1 million. On the off chance anyone buys it, H. Moser said the proceeds would go to supporting independent Swiss watchmaking suppliers.