Independent Swiss watchmaker H. Moser & Cie has opened its first U.S. boutique, choosing Silicon Valley as the site for its American debut. The new space is located in Menlo Park, California, at The Villa Menlo Park, a luxury retail development at 500 El Camino Real managed by Stephen Silver Jewelry.
This opening marks a strategic move for the brand, which has built a strong following among the tech-savvy elite of the Bay Area. H. Moser & Cie gained particular notoriety in the region with its tongue-in-cheek release of the Swiss Alp Watch—a mechanical timepiece styled like an Apple Watch. The launch captured the attention of entrepreneurs and innovators, aligning with the brand’s playful yet sophisticated approach to horology.
“Silicon Valley has always been a key market for H. Moser & Cie,” said CEO Edouard Meylan. “It’s home to a forward-thinking community that values independence, innovation, and disruption—ideals that perfectly align with our brand. Menlo Park sits at the intersection of technology, entrepreneurship, and luxury, making it an ideal location for our first U.S. boutique.”
To mark the occasion, Moser has released a boutique-exclusive version of the Streamliner Tourbillon Skeleton, crafted in 18-karat gold. The 40 mm watch showcases its inner mechanics from both sides, with even the barrel skeletonized to reveal the winding spring. The movement inside—the HMC 814—features a one-minute flying tourbillon at 6 o’clock and a Straumann® double hairspring, developed in-house by Moser’s own company, Precision Engineering AG.
The boutique itself reflects the brand’s minimalist style. Its walls are white, with floating blue panels that display the watches. The lounge area contrasts dramatically, furnished entirely in cobalt blue with white mid-century modern tables. This modern interior stands out against the building’s Spanish Colonial exterior—another example of Moser’s tendency to challenge norms.
“Our understated, highly technical timepieces focus on the core of watchmaking,” said Meylan. “That minimalist ethos, combined with our disruptive voice and authenticity, has helped us build strong connections with entrepreneurs—many of whom live and work in Silicon Valley.”
Looking ahead, H. Moser & Cie is preparing to open boutiques in Seoul, South Korea, and New Delhi, India. While India has been eyed by many luxury brands, few independent watchmakers have established a direct retail presence there. Moser plans to be among the first.
“India is a growing and promising market for fine watchmaking,” Meylan said. “There is already a strong community of collectors who value exclusivity and craftsmanship. We’ve been nurturing our presence there, and now is the right time to open a boutique and deepen those relationships.”
As other watchmakers begin to notice the potential of markets like India, Moser continues to lead by doing what it does best—staying ahead of the curve.
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