From Luxury to Cardboard: LABEG Gives Moser a Playful Makeover
When I first heard about the collaboration between H. Moser & Cie. and cardboard artist LABEG, I honestly didn't know what to think. Cardboard watches? It sounded unusual but intriguing enough to check out.
Stepping into Moserland NYC, I was pleasantly surprised by how cleverly this quirky idea came together. Iconic Moser watches like the Pioneer Retrograde Seconds, the intricate Streamliner Tourbillon Skeleton, and even the humorous QR Code watch (with an actual QR code on the crystal) were recreated from cardboard with impressive attention to detail. Each cardboard model carefully mirrored the dimensions and subtle features of the real watches.
LABEG’s unique artistic flair stood out through intentional imperfections—rough edges, uneven watch faces, and hand-written markings added a human touch that underscored the playful and creative spirit of Moser. This approach felt right in line with Moser’s history of poking fun at itself and the watch industry, whether through the Franken watch (a playful mashup of famous watch designs), the cheeky "Apple Watch" replica, or even their infamous cheese watch.
Although I didn’t have the opportunity to speak directly with Bertrand Meylan during my visit, the innovative, slightly irreverent spirit he's known to champion was definitely felt throughout the exhibit.
Experiencing watchmaking presented in such a playful and artistic manner was genuinely refreshing. Events like this remind me why I love horology—not just for precision and craftsmanship, but for the creativity and willingness to challenge norms that brands like Moser continually embrace.
For a few days, Moserland transformed into a fun intersection of watchmaking and art, making this an unforgettable experience.
Check out some more photos from the event, taken by James Kong (@waitlisted). Of course, I was able to see some of Moser’s actual pieces too.
