This is the H. Moser Swiss Mad watch, and the case around the dial is literally made from cheese.
What could be more Swiss than a $1 million watch made of cheese?
READ MORE: The world’s most expensive Apple Watch case has over 400 diamonds
The H. Moser timepiece features a red fumé dial with white lacquer marker and hands.
Around the dial, you’ll find a 39 mm white gold case and a three mm thick ring made of high-end Vacherin Mont d’Or cheese.
CHECK THIS OUT!
In order to make the watch case durable, H. Moser added resin to create a composite material that wouldn’t melt or fall apart.
In other words, you can wear this watch and you won’t have cheese around your wrist once you remove it.
The watch is a ‘Piece Unique’, which means there’s only one.
And it also means it has an eye-watering price tag of over $1 million.
The exact price of the H. Moser timepiece is 1,081,291 Swiss Francs, a reference to the founding date of Switzerland: August 1st, 1291.
If you’re lactose intolerant, don’t worry, there’s also ‘cheese-free’ model called the Venturer Swiss Mad.
It is basically the same exact watch except it doesn’t have the ring of cheese.
The retail price is $21,500 and production is limited to 50 pieces.
H. Moser is a well-respected watch brand that successfully combines serious watch-making skills with some fun.
Mind you, this watch is more than just a quirky addition to the brand’s line-up.
It is also a metaphorical picket sign.
A few years ago, the manufacturer said it would remove the ‘Swiss Made’ label as a form of protest against the laws that regulate Swiss watch making.
According to the company, the requirements to obtain the ‘Swiss Made’ label were simply too lenient and it argued this penalized the industry.
The company has since followed through on that promise, removing the ‘Swiss Made’ label from the dial of most of their timepieces.