The grand finale of my watch demonstration was what I consider to be the Off-Grid’s most thoughtful touch: a dictionary featuring 10 common words and phrases in 21 different languages, which, alongside the auto-setting feature, helps cement the model as the essential travel watch.
The Off-Grid is unabashed about its digital engine. Rather than attempting to hide the electric heart of the watch, Moser opens up the dial to reveal the full circuitry underneath—or as the brand grandly puts it, “An unprecedented architecture in which digital technology naturally converses with traditional watchmaking.” Peering at the watch too long often made me feel like I was inspecting a very impressive science fair project. It helps maintain the almost homespun feeling we want from our watches despite the fact that it looks and works like a Jetsons-age gadget. To wit: the watch comes with a charger and can connect to your phone through Bluetooth.
The inevitable follow-up question I got from everyone I showed the watch: “How much is it?” Moser is not an entry-level brand. The least expensive version of the maker’s signature Streamliner model comes in at roughly $26,000 (21,900 Swiss francs). Despite showing off the brand’s range of tricks, the cost was what left many of the more knowing audience members most surprised. The Off-Grid comes with a black case and a red fumé dial or a blue case and black dial. Each version is limited to 100 pieces and retails for $4,900, making it a much more approachable entry place to the Moser universe.
Watch brands are increasingly focused on finding ways to reach shallower-pocketed audiences. What’s fascinating is how varied these approaches are. The beloved mad scientists at MB&F have the M.A.D.Editions that cost somewhere between $2,000 to $4,000. Ming is currently launching a separate company, Donut Watches, which incorporates some design language from the parent brand in a package that retails under $1,000. And on the lowest end are the Swatch collaborations with Omega, Blancpain, and Audemars Piguet. All these efforts indicate that luxury brands understand how urgent it is to foster relationships with younger audiences who might one day grow into full-fledged luxury collectors. Now, with the Off-Grid, just shy of $5,000 gets you a solid taste of Moser’s fan-favorite Streamliner.
