Before the coals cooled on their cheeky summer giveaway, H. Moser & Cie. launched #SunnyMoser—a campaign more about atmosphere and spontaneity than traditional watch marketing. At its heart was a simple but bold idea from content creator Andrew Morgan: fire up a BBQ, invite the brand in, and capture pure, off-the-cuff moments.
This wasn’t a staged ad. According to the campaign text, “Behind every bold move is a team that executes.” And here, that team included CEO Edouard Meylan himself. Rather than observing from the sidelines, he joined brainstorming sessions and helped fine-tune the details—demonstrating a rare blend of trust and creative involvement for a luxury watch leader.
Moser’s broader identity is rooted in this unapologetically bold spirit. Since the Meylan family acquired the brand in 2012 and appointed Edouard CEO in 2013, Moser has taken a stand against cliché Swiss marketing—leaning into provocative, playful campaigns and minimalist, logo-free designs.
#SunnyMoser continued that trend, merging humour, trust, and community in ways both simple (BBQ sauce and chase) and effective. The visuals—sunlit scenes, candid laughter, grill smoke—reflect what the press materials say: “No fluff, no overthinking—just the joy of building together something funny.”
It’s a tone of lightness, yet one backed by strategy: giving followers an authentic look at a brand willing to poke fun, loosen up, and invite them in.
Given Moser’s rise—27% growth during the pandemic and ongoing expansion of its integrated‑bracelet Streamliner line—it’s clear that rooting the brand in genuine moments and creative freedom resonates.
What #SunnyMoser ultimately showed was this: even in luxury horology, stepping out of the spotlight, embracing imperfection and letting leaders be part of the fun can deepen connection. And yes, it may have been about a giveaway, but it felt a lot more like a summer shared by friends.
The #SunnyMoser campaign was first unveiled by H. Moser & Cie. across their official social channels.
