The Swiss watch industry hasn’t always seemed sure how to respond to the Apple Watch, some companies dismissing it, others suggesting that it will increase the market for traditional watches by getting a new generation of people used to wearing things on their wrists.

One company, though, has gone as far as creating a $24,900 mechanical imitation of the Apple Watch in white gold, complete with Apple-style promotional video (below) …


The Swiss Alp Watch from luxury watchmaker H. Moser & Cie is apparently not a joke: watch blog Hodinkee says that it really does exist and you can buy one of the 50 pieces the company is making. A transparent rear panel allows you to see the mechanism in action.

The Swiss Alp Watch does not allow you to make calls, or send messages to share the latest gossip; it does not give you the option to send beautiful sketches you have created on a two-inch screen or to share your heart rate. It does much more than that: it lets you reconnect to what matters in life. It takes you back to sharing emotions with your nearest and dearest without a filter, interface or embellishment. Most importantly, it is something you can pass on to your children one day without having to upgrade it!

We’re not quite sure who will accept the company’s invitation to “upgrade to a mechanical watch,” or what Apple’s lawyers will make of it, but you can check it out in the video below.

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