Editor’s Note
This article highlights the arrival of Swiss luxury watchmaker Moser & Cie in South Korea, emphasizing its exclusive craftsmanship and limited production.
The story is about Moser & Cie, a top-tier high-end Swiss watch brand operated by MELB Holdings, owned by the Swiss Meylan family. Each piece is meticulously handcrafted by about 100 artisans, with an annual maximum production of only 4,000 units.
The world’s premier luxury watch brand, Moser & Cie, has landed in the Korean market, opening its doors on the 14th at the luxury hall of Galleria Department Store in Apgujeong-dong, Seoul. Moser & Cie is an independent watch brand headquartered in Switzerland. It is not part of the global three major watch groups (Richemont Group, Swatch Group, LVMH Group) and boasts a history of over 200 years.
Moser & Cie is currently present in over 40 markets. However, it has only five standalone boutique stores worldwide: in Shanghai, Beijing, Hong Kong (China), Menlo Park, California (Silicon Valley, USA), and now the Galleria Department Store luxury hall in Korea.
All products sold by Moser & Cie are handcrafted. The brand manufactures its own movements, known as the ‘heart of the watch,’ with about 20 different types. Core movement components like the hairspring and escapement are produced through its subsidiary and are also sold to other watch brands.
The hairspring, as thin as a human hair, is a component that enables precise time measurement. The escapement regulates the flow of time. Both parts require sensitive and precise technical expertise, which is why brands that are not high-end watchmakers typically do not produce these components in-house. Even ultra-high-end brands often use in-house hairsprings only for their high-end models (lines), resorting to outsourced parts for other items.
The most significant difference from other brands is its simple design. The brand’s confidence is reflected in its decision to omit the logo from the watch face, placing it only on the back, signaling its intent to “compete solely on the merits of the watch itself.” Key product lines include the Streamliner, Endeavour, Pioneer, and Heritage. Some models even omit the dial.
To commemorate its entry into Korea, Moser & Cie showcased one piece of the ‘Streamliner Tourbillon Skeleton Boutique Edition’ in Korea, of which only 17 pieces were produced worldwide. This piece is made of 18-carat gold and features a skeleton design that allows the movement to be visible from the outside. The tourbillon, designed to correct gravitational errors, and other components create a sensation of floating in mid-air.
True to its brand slogan ‘VERY RARE,’ the annual production is limited to a maximum of about 4,000 watches. This is fewer than the production numbers of the three renowned luxury watch brands: Patek Philippe (70,000), Audemars Piguet (40,000), and A. Lange & Söhne (5,000). Price ranges vary from around 10 million won to 150 million won.
Moser & Cie employs 120 staff who produce 4,000 products annually.
Recently, global high-end watch and jewelry brands have been fiercely competing in the Korean market.
The high-end watch and jewelry brand ‘Jacob & Co.,’ known as ‘G-Dragon’s watch,’ opened its first store on Dosan-daero in Gangnam on February 24th. Jacob & Co. is a brand created by designer Jacob Arabo. It collaborates with supercar maker Bugatti, Paramount Pictures, Balenciaga, and others to present unique designs. Recently, it gained attention when G-Dragon wore Jacob & Co. watches and jewelry (rings) worth billions of won.
Consumption of top-tier luxury watch and jewelry brands is also surging.
Although luxury consumption growth has slowed due to economic downturns, sales growth rates for watches and jewelry at major domestic department stores have exceeded double digits.
According to Lotte Department Store, sales in the watch and jewelry sectors this year have increased by about 30% compared to the same period last year. Both Shinsegae Department Store and Hyundai Department Store saw growth of 34.4% and 35%, respectively, significantly surpassing last year’s annual growth rates.
The Damiani Group operates the distribution specialist channel ‘Roka,’ based on strategic collaborations with Swiss high-end watch brands in addition to the Italian jewelry brand ‘Damiani.’ It targets high-income groups with high-end products.
Department stores are also actively attracting high-end jewelry and watch brands to meet this demand. Galleria Department Store expanded its watch and jewelry stores, which were operating on the B1, 1st, and 2nd floors of the East luxury hall in Seoul, to include the 1st floor of the West wing. Last year, it also brought in the German luxury jewelry brand ‘Acredo’ and the Italian luxury jewelry brand ‘Pomellato.’ It also introduced the German gemstone brand ‘Wellendorff’ to Korea for the first time. Lotte Department Store is also increasing the number of high-end jewelry brand tenants, primarily at its flagship store. In March, it introduced the luxury jewelry brands ‘Van Cleef & Arpels’ and ‘Graff’ on the 1st floor of its flagship store.
