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  • Writer's picturePaul Boutilly

H. MOSER & CIE REAFFIRMS ITS SPIRIT OF INDEPENDENCE

Iconia takes its inspiration from the radical and modern DNA of the watch manufacturer to showcase its exceptional watches.


H. MOSER & CIE - boutique and design of the displays

Cultivating an entrepreneurial spirit, H. Moser & Cie combines traditional high-level watchmaking with truly innovative design. This unique approach to watch design inspired Iconia to rethink the concept of the boutiques and the design of the displays. In collaboration with Romaric André, consultant from the Seconde Seconde agency who was involved in the creative phase, lconia imagined and realised a modern boutique concept that breaks the classic codes of traditional luxury watchmaking.


At H. Moser & Cie, each watch is a piece of art, assembled by hand, with unique characteristics. The points of sale and displays become unique and exceptional, treating the product as a work of art. Iconia has enhanced the brand's identity values: a minimalist approach, the play on materials and sleek shapes. Concrete, already used by H. Moser & Cie, notably on their stands, once again finds an important place in the heart of the boutiques. Worked according to modern techniques to sublimate the material, concrete becomes a disruptive element. Be it walls, windows, furniture, it is treated in a contemporary way, hijacking the codes of luxury.


H. Moser & Cie boutiques - walls, windows, furniture, it is treated in a contemporary way, hijacking the codes of luxury

The paradox is strong. In wall displays, this heavy, raw material is combined with a light, soft-looking foam. This foam, generally used for its acoustic effects, helps to sublimate the product. The watch is placed delicately on the material, like a masterly work of art. All the displays use the same materials, to which metal is added. To reinforce the industrial aspect, lconia was inspired by the racks used in warehouses. Lacquered in a royal blue, the brand's signature colour, the graphic effect of the metal highlights the details, such as the legs of the display cabinets or the window seals. “We paid particular attention to the detail of the base with a laser cut of the brand's shield.” points Maxime, Head of Design at lconia.


H. Moser & Cie - to reinforce the industrial aspect, lconia was inspired by the racks used in warehouses

The rhythm is then played out through the lights: on the displays, they are integrated into the pivots and spacers that hold the glass. There is no need for spotlights, which could blur the minimalist concept. The contemporary chandelier and the transparent suspension elements add the necessary luminosity while playing with the lines.

In terms of furniture, Iconia uses the custom-made swing chair. This is an iconic element of its brand, with its playful and graphic aspect. The bar is an integral part of the sales process. Both informal and plain, it recalls the free and uncluttered positioning desired by H. Moser & Cie. A wind of modernity blows on the manufacture’s spirit of independence.

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