Is this the most ridiculous watch design yet?
The name, in binary code, translates as 'Endeavour Centre Seconds Genesis’, which isn't a whole lot catchier than the ridiculous list of zeros and ones. The 40mm case isn't made of cheese this time but titanium and steel. But the dominating feature of the design is a dial and the 3D-printed bezel that looks like a Pacman maze but is actually QR code painted in satin grey and Vantablack – famous for being the darkest man-made substance.
Those seem like somewhat limited functions for such a domineering design feature, and it's not entirely clear what advantages are of this elaborate mechanism. H. Moser says it worked with Deloitte and the Aura Blockchain consortium, to develop a"consumer focused" ecosystem. But it looks suspiciously like an absurdly expensive gimmick.
Only 50 Genesis watches are being produced, and the price is CHF 27,000, about $29,000. The promotional video all feels very earnest, but the Swiss Mad cheese watch shows that H. Moser is company with a sense of humour so perhaps the whole thing is intended as an elaborate satire (see our pick of the
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