2023/04/20 Company News

Oriental Watch Company x H. Moser & Cie. unveils its first boutique in mainland china


Founded in 1828, H. Moser & Cie., the Swiss family-owned and independent fine watchmaking brand, is renowned for its innovative and elegant creations. In April 2023, H. Moser & Cie and Oriental Watch Company have jointly opened its first boutique in Mainland China in Shanghai, located on West Nanjing Road in Shanghai, a historical and prestigious location of Swiss fine watchmaking brands.


The boutique is located on West Nanjing Road in Shanghai, a historical and prestigious location of Swiss fine watchmaking brands. It has a minimalist architectural design that follows the brand’s minimalist and modern style, creating an artistic atmosphere for branding and timepieces presentation. The simple and elegant grey walls and vertical display enable clients to appreciate the timepieces in detail from different perspectives. With humorous dialogue tone, the history wall presents the core messages of its nearly 200-year history and know-how since 1828, integrated production capacity and independent, family-run business. The brand’s respect for traditional fine watchmaking and its pursuit of modern innovation are evident throughout. The exclusive VIP room features dark blue sofas and round tables that add a touch of artistry and provide a quiet and intimate space for client experience.

The boutique displays the four collections of the brand - Streamliner, Endeavour, Pioneer and Heritage - demonstrating a unique insight into fine watchmaking. The Streamliner collection has sleek curves that are inspired by the first high-speed trains of the 1920s and 1930s. The Streamliner Flyback Chronograph Automatic Funky Blue combines sleek lines with a complex movement and selection of materials to create a striking contrast between innovative aesthetics and the traditional essence of fine watchmaking, like a true sculpture. The Endeavour collection has a fresh, distinctive and modern style. The Endeavour Perpetual Calendar Tantalum Blue Enamel, new for 2023, is the first H. Moser & Cie. watch to use the rare and precious tantalum metal. This unique material is further enhanced by the traditional enamelling process, which creates vibrant colours and hammered textures on the enamel. The highly acclaimed Pioneer collection combines aesthetics, elegance and modern taste, making it suitable for everyday wear and adventures. The Arctic Blue dial, introduced in 2023, adds freshness to the new Pioneer Tourbillon & Centre Seconds Arctic Blue watches. The Heritage collection, inspired by Moser pocket watches and early 20th century watches from the Moser Museum in Schaffhausen, is a subtle blend of tradition and modernity, bridging the past and the present and embodying the core values of the brand to excellence. The Heritage Dual Time is an extremely elegant timepiece, which is revitalized with a smoky Burgundy red dial and an understated identity with a transparent lacquer logo.


H. Moser & Cie. Shanghai Boutique

Address: No.1079 West Nanjing Road, Jing'an District, Shanghai, China

Tel: +86 21 5265 6089

Business Hour: 10:00 - 22:00