In the digital age, scanning a QR code with a mobile phone has become an everyday thing.
H Moser & Cie now reinforces the practice through haute horlogerie via a unique QR code engraved on the sapphire crystal of its Endeavour Centre Seconds Genesis. For the especially digitally-minded out there, that's 01100111 01100101 01101110 01100101 01110011 01101001 01110011 in binary code.
Available in a limited edition of 50 pieces, the avant-garde timepiece is housed in a microblasted 40mm steel case and features a 3D-printed titanium crown and bezel that themselves appear pixelated, while a see-through case back reveals the HMC 200 automatic calibre movement providing a minimum power reserve of three days.
On the face, the QR code gives access to a full Web 3.0 experience via an application for authenticating ownership and entering a dedicated digital and virtual ecosystem, as well as for joining a community of VIP watch owners.
Based in picturesque Neuhausen am Rheinfall, H Moser & Cie steps into the realm of Web 3.0 with this hybrid timepiece, which is the first in an exclusive triptych that will give each owner access to the next two pieces.
"We are at the dawn of a new technological era. For us, it seemed crucial to evolve with our times and to take a clear stance, playing an active role in defining the rules of this still little-known world," said Edouard Meylan, CEO of H Moser & Cie.
A unique QR code is engraved on the sapphire crystal.
Following on from Web 1.0 (the Static Web) and Web 2.0 (the Collaborative Web), Web 3.0 (the Ownership Web) -- "I own therefore I am" -- is a major evolution enabling users to access digital property without intermediaries.
The Genesis project involves prestigious partners and experts in various fields, who have guided the exploration of new technologies to enable enhanced security and deeper user engagement while introducing a cutting-edge, customer-focused solution.
Deloitte Consulting Switzerland mobilised key technological and industry leaders to empower H Moser & Cie in the large-scale multi-layered project, which holistically mixes physical, digital and virtual dimensions.
The watch's authentication through blockchain technology is provided by Aura Blockchain Consortium. Through Aura SaaS, customers can access complete traceability and transparency through the product's life cycle from certification, warranty, insurance and further customer services.
Digital artwork of the Endeavour Centre Seconds Genesis.
Zurich Switzerland ensures the insurance of the physical product and digital assets while Crossmint issues custody of tokens in a wallet accessible for the first time via the dedicated app.
In addition, H Moser & Cie is one of the first customers to benefit from Salesforce's Web 3.0 management suite.
Non-speculative digital assets have also been created in the form of NFTs including digital artworks and short "time capsule" videos about the Genesis concept watch and the Swiss brand, whose history traces back to 1828.
A native of Schaffhausen, Heinrich Moser was born into a family of watchmakers. The entrepreneur started his own business, and progressed from basic three-hand watches to grande complications.
Moser was also involved in Schaffhausen's industrialisation, most notably the construction of the first Swiss dam featuring hydro-mechanical turbines for energy production.
The mighty Rheinfall is one of the attractions in an immersive metaverse space designed to deliver an unprecedented virtual experience, developed for the Genesis project.
Endeavour Centre Seconds Genesis with 3D-printed titanium crown and bezel.
The Moser lounge in the metaverse space revolves around a modern Swiss chalet, where visitors can learn about the brand history and timepieces as well as meet its team in a new dimension.
H Moser & Cie remains one of the few independent, family-owned and -run watch companies, whose product lines include Heritage, Streamliner, Pioneer and Endeavour.
The visual depth of the minimalist Endeavour Centre Seconds Genesis is enhanced by the dial in Vantablack, an exceptionally dark black achieved by an innovative coating.
Redefining the future of luxury timepieces, the Genesis concept watch is a new chapter for the nearly 200-year-old brand, who also recently started accepting direct payment in crypto-currency to keep up with the times.
The see-through case back reveals the HMC 200 automatic calibre.
Endeavour Centre Seconds Genesis with 3D-printed titanium crown and bezel.
