A $39,900 argument that watchmaking should never take itself too seriously
H. Moser & Cie is the Swiss watchmaker most likely to make you laugh. The Swiss Alp trolled the Apple Watch. The Swiss Mad put the movement in an Emmental cheese case. This is a company that takes the craft of watchmaking completely seriously and refuses to extend the same courtesy to itself.
Watches & Wonders 2026. They went with Reebok.
The Reebok Pump launched in 1989. An orange button on the sneaker tongue inflated internal air chambers to tighten the fit around your foot. NBA players wore them. Dee Brown pumped his before his winning dunks at the 1991 Slam Dunk Contest. The shoe became a cultural icon, then quietly faded, and is now being revived. Moser got there first.
The Streamliner Pump removes the traditional winding crown and replaces it with an orange anodized aluminum pusher at 8 o’clock — the exact same gesture as pumping a pair of Reeboks. Press it, and energy transfers directly to the barrel spring. One press equals more than one hour of power reserve. The orange power reserve indicator on the dial responds immediately. Wind the watch all the way and you can still keep pressing — the movement is designed to allow it. “Just to see what happens,” as Moser CEO Edouard Meylan put it.
To make this work, Moser converted its HMC 500 automatic into a manual-wind calibre — the HMC 103 — removing the small seconds and automatic winding to create space for the entirely original pumping complication. 31 jewels, 21,600vph, minimum 74 hours of power reserve.
The case is forged quartz fiber — the silicon equivalent of forged carbon. Quartz fibers chopped, compressed in a mold, combined with injected resin, then cured twice. The result is titanium-light. Inside sits a titanium sarcophagus for the movement. 40mm diameter, 9.7mm thick (11.4mm with the domed sapphire crystal). 100m water resistance. Integrated rubber strap.
Two colors: black (ref. 6103-2200) and white (ref. 6103-2201). The black version absorbs light in a way that approaches void-like. The Moser logo on both dials is rendered in clear lacquer — visible only when the light hits it at exactly the right angle. The caseback carries “H. Moser & Cie. × Reebok” engraved on its rim. The orange button reads “The Pump” in Reebok’s original font.
Every buyer gets a pair. An exclusive Reebok Pump sneaker, made for this collaboration, available only to owners of the watch.
250 pieces per colorway. $39,900. Shown at Watches & Wonders Geneva 2026.
Editor’s Note
AP × Swatch made a watch worth hundreds of thousands for under $600. Moser × Reebok put a basketball shoe button on a $39,900 watch. The direction is opposite. The conclusion is the same. The most interesting watches are made by people who refuse to treat the object as sacred.
“At H. Moser & Cie., we take watchmaking seriously, but we refuse to take ourselves too seriously.” Meylan’s words. That sentence is the entire brand in one breath — and the best possible description of why pressing a pump button on a forty-thousand-dollar watch makes complete sense.
H. Moser & Cie × Reebok Streamliner Pump | $39,900 (CHF 31,360)
Case: Forged quartz fiber + titanium internal structure | 40mm | 9.7mm thick
Movement: HMC 103 manual | 21,600vph | 31 jewels | min. 74hr power reserve
Feature: Orange aluminum pump pusher (replaces crown) | Power reserve indicator
Colors: Black (6103-2200) · White (6103-2201) | 250 pieces each
Includes: Exclusive Reebok Pump sneakers (owners only) | Shown: Watches & Wonders 2026
