There’s nothing better than ‘the latest and greatest’, they say. Right until you hit ‘the oldest and the best’ – because that’s the real killer.

Let’s be honest: when brands are trying to pump up their luxe-y credentials, there’s nothing better than a long-dead founder. Wikipedia page wordier than a history book? Oh, they’re coming after your money. Make sure you’re prepared:

• Yeah, it’s super cool that a fourth generation heir inherited such a rich legacy. What a lucky boy! But I’m just here for a watch, thank you. Not a family drama. I get those for free by the boatload, believe me.
• The founder of the brand was a visionary genius for the time, I got it. I’m standing here in front of you today and it’s his name on the door and his portrait on the wall. Do you expect me to keel over?
• Don’t tell me – your signature is the founder’s personally-held mantra that he wrote once on a napkin in 1786. Guess what. I am moved… when I look at the pricetag and see your pretty fable has been factored in the extortionate price tag.
• Before you say anything else, let me guess: you demand only the finest craftsmanship from the most knowledgeable of artisans? OK… marvellous. Did you think I wanted a watch made by an intern on day one?
• Wow, I must look gullible if you’re showing me your unsold models from the 70’s. This one’s ‘pre-loved’, you say? It doesn’t even tick. But no wait, you’re insisting they’re… vintage. The magic word that gets you beyond rational explanations.

You keep saying the older the better, but that’s not true. Let my Aunt Hilary be a fine example. In her case, the older the bitter.

At Moser, we don’t need the vestiges of time to cloak our work in mystery. Our watches speak for themselves.