Swiss independent watchmaker H. Moser & Cie is strengthening its global footprint with the opening of its first standalone boutique in South Korea, reaffirming its commitment to exclusivity and artisanal excellence.
At a brand conference held on November 13 at the Shilla Hotel in Jung-gu, Seoul, CEO Edouard Meylan emphasized the brand’s philosophy rooted in rarity. “Our brand has built its image around scarcity. Even on this new stage of Seoul, we will continue our deeper journey based on our passion for detail and dedication to essence,” he stated.
Founded in 1828 by Heinrich Moser in St. Petersburg, Russia, H. Moser & Cie initially gained renown as a producer of luxury timepieces for the Russian imperial family. The brand later relocated to Schaffhausen, Switzerland, where it established its manufacturing base. Despite a long period of dormancy following the Russian Revolution, the brand was revived in 2002 and has since undergone a renaissance under Meylan’s leadership.
The Seoul boutique, located in the Galleria Luxury Hall in Gangnam-gu, officially opens on November 14. It marks the company’s fifth global standalone location, joining boutiques in Shanghai, Beijing, Hong Kong, and Menlo Park, California. The new outlet will be operated by Rocca, a luxury jewelry and watch retailer under the Damiani Group.
A Legacy of Tradition and Innovation
Now headquartered in Schaffhausen, H. Moser & Cie employs over 120 staff and remains fully independent. Its entire product line is developed and produced in-house, featuring 20 proprietary HMC movements. The brand’s standout collections include the Streamliner, Endeavour, Venturer, and Heritage.
Renowned for combining minimalist design with technical sophistication, Moser & Cie has pioneered several innovations in high-end watchmaking. These include the Perpetual Calendar that requires no manual date adjustment, the Interchangeable Escapement Module for ease of maintenance, and the Double Pull Crown for precise time-setting. Key components are crafted by its subsidiary, Precision Engineering AG, which also supplies parts to other elite watch brands.
Boutique Philosophy: A Museum of Rarity
Moser & Cie’s boutique concept mirrors the exclusivity of its watches, with each store designed to resemble a museum — displaying only one model from each product line. This minimalist curation reinforces the brand’s “VERY RARE” slogan, reflecting its deliberately limited production of fewer than 4,000 watches per year — significantly fewer than other high-end players such as Audemars Piguet, Patek Philippe, and A. Lange & Söhne.
“Our decision not to mass-produce is intentional,” said Meylan. “Each timepiece is handcrafted by Swiss artisans. Our independence as a family-run business, unaffiliated with large conglomerates, adds to our uniqueness and appeal.”
Korean Launch Features Ultra-Limited Streamliner Edition
To celebrate its Korean debut, H. Moser & Cie will unveil a special timepiece — the Streamliner Tourbillon Skeleton Boutique Edition. This exclusive model is limited to just 17 units worldwide, with only one piece allocated to the Seoul boutique. Crafted from 18-carat gold, the watch features a skeletonized HMC 814 movement and a seamlessly integrated gold bracelet, exemplifying the brand’s technical finesse and aesthetic mastery.
Oh Dong-jun, head of Damiani Korea, expressed confidence in the brand’s niche strategy. “Just like H. Moser & Cie’s slogan of being ‘very rare,’ we will reinforce the brand’s identity by targeting a select group of discerning clientele.”
With its Seoul debut, H. Moser & Cie not only brings Swiss horological heritage to Korea but also introduces a distinct approach to luxury — one that values scarcity, innovation, and timeless craftsmanship.
