'100% Swiss' watch made of cheese

The watch is made only of locally produced natural resources such as a strap of cowhide rather than alligator leather.

At the recent Geneva annual watch fair, H Moser & Cie unveiled the one-of- a-kind piece, presented in a case made of resin mixed with pasteurised Vacherin Mont d’Or cheese.

The ‘Swiss-made’ designation is so meaningless that the company will no longer use it, a spokesman said “As much as 90% of components can be made in Asia, but the watch could still carry the Swiss- made label,” said chief executive Edouard Meylan.

“The Swiss watch industry doesn’t want people to know that we don’t want to be compared with a label that’s not strong enough and that many brands are abusing”