최초입력 2025.05.26 11:17:19
Swiss luxury watch brand H. Moser & Cie. has officially entered the South Korean market by opening its first standalone boutique at Galleria Department Store in Gangnam, southern Seoul.
This marks the fifth standalone boutique globally, following Silicon Valley, Shanghai, Beijing, and Hong Kong.
Founded in 1828, H. Moser & Cie. is headquartered in Neuhausen am Rheinfall, Switzerland.
The brand remains family-run, with about 120 employees handling everything from development to production in-house. Only 4,000 watches are made annually –fewer than brands like Audemars Piguet or Patek Philippe.
The most affordable watch costs about 20 million won ($14,624), while the most expensive watch can reach 1.4 billion won.
Despite the high price range, the brand has a strong following of dedicated enthusiasts.
Notable fans include Meta Platforms CEO Mark Zuckerberg and Uber CEO Dara Khosrowshahi.
After China, the brand has chosen Korea as a strategic hub for expanding its presence in Asia.
Its CEO Edouard Meylan stated that opening its first standalone boutique in Korea is more than just a strategic milestone.
“It’s a love letter to the Korean market,” he said. “Korea ranks 11th globally in Swiss watch sales, and we’ve been eyeing this increasingly influential market for years. Now is the perfect time.”
True to its brand slogan, “Very Rare,” the Seoul boutique offers a highly exclusive shopping experience.
Only one piece of each model is available to ensure that each customer owns the sole example of that watch in Korea.
The boutique showcases the brand’s flagship collections, which include Streamliner, Endeavour, and Heritage.
The Streamliner collection, in particular, has played a pivotal role in raising global awareness of the brand.
Inspired by the aerodynamic design of trains and automobiles in the 1920s, it blends modern elegance with its minimalist ethos, exemplified by the brand’s design mantra: Less is more.
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