Pioneer Chronicles

The Pioneer Chronicles – watchmaking made humorous

Reading Time: 2 minutes

In a secluded world, H. Moser & Cie makes a giant leap with a lovely and funny campaign to promote the Pioneer watch. The Pioneer Chronicles Website presents another face of the marketing. A concise, almost brutal, but definitively funny way to present a watch. Is this the best approach? Let’s have a look.


H. Moser & Cie Pioneer Chronicles
H. Moser & Cie has one of the most spectacular approaches in terms of marketing.


The Pioneers Chronicles

Under the motto: “Luxury can’t be fun? Try us…”, H. Moser & Cie launched the Pioneer Chronicles Website. The intention is clear – marketing. But the way the campaigns runs redefines and reshapes the common understanding of the watch commercials.


H. Moser & Cie Pionner Centre Seconds in steel with a midnight blue " FUMÉ" dial
H. Moser & Cie Pioneer Centre Seconds in steel with a midnight blue “FUMÉ” dial – the watch Edouard Meylan wears in the clips presented below


First of all, the website welcomes you with a fair warning, smartly designed to annoy even more the rigid behaviour met in the watch industry.


Pioneer Chronicles Website warning
A clear message: if you cannot enjoy a healthy dose of fun, you should close the page…


The first video of the Pioneer Chronicles shows the “you keep it safe for the next generations…” message that certain Swiss brands use. But as Edouard concludes at the end, why buying a watch just to pass it to the next generation? The H. Moser & Cie Pioneer watch is made to be used and enjoyed every day. Under no circumstance, it should be kept in a drawer, waiting for the favourite relative to receive it as a gift, or inherit it.



The second clip talks about the brand ambassadors. There is widely spread, between the watch brands, swiss or not, to use athletes as ambassadors. H. Moser & Cie noticed a lacuna in this thinking: one might wish a sports watch without being a certain sport or athlete fan.



In the third video, the brand faces the cruel reality – a collector’s life is not a continuous vacation. The Pioneer wearer is not alone in an endless adventure, the man and the watch… But life is a struggle for everyone, and Pioneer just makes life easier.



The last video available to date makes an use of all the preconception about Switzerland. A Swiss brand, and a Swiss watch, respectively, is much more than just a set of hopes, dreams and misconceptions.


Watch lifestyle

The Pioneer Chronicles don’t stop at humorous videos. An entire set of “values” are under the horological loupe. Under the column Lifestyle, H. Moser & Cie takes on, in a playful way, some of the absurdities of the world we live in. Below are some of the featured images used in articles, as a temptation to visit the Website. (Images credit



H. Moser & Cie is established as a Maison with traditional and “serious” watches. The first sports watch has to face the notoriety of its predecessors. The Pioneer Chronicles can be considered an “unorthodox” method by some. As long as it works and the result is entertaining and effective… We will ask Edouard Meylan, CEO at H. Moser & Cie if the campaign had the desired echo.

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