Timepieces do not get more unique than this ‘Swiss Mad Watch’ by H Moser & Cie seen at the 2017 Salon International de la Haute Horlogerie (SIHH) in Geneva and which will go on auction at Christie’s in May. The manufacture decided to produce a special watch each year and entrusted to Christie’s to be sold to the highest bidder. The proceeds from the sale will be donated to the Foundation for Swiss Watchmaking Culture, with two objectives: to support apprenticeships in the watchmaking professions and to safeguard expertise in the related artistic crafts. The Swiss Mad Watch promotes Switzerland and argues for a more stringent, revised and revalued Swiss Made label. The current minimum is governed by law, requiring only 60% of all manufacturing and parts to be made in the country. This ‘priceless’ unique piece is 100% Swiss Made with its case made from Swiss cheese, a red fumé dial, Swiss cowhide leather strap and a fully mechanical 100% Swiss movement.