The aptly named Swiss Mad Watch is a one-off piece and is going on sale for 1,081,291 Swiss francs (almost £900,000) a symbolic price that references the signing of the Swiss Federal Charter in August 1291. There have already, according to Meylan, been several offers of “in the hundreds of thousands of francs” for the watch, which will be sold to the highest bidder at the end of next week’s SIHH watch fair. The proceeds of the sale will be used to help support Swiss-based suppliers to the watch industry.
For those put off by the high price – or the lactose content – there is also a non-cheese version available for £15,500. It has the same in-house, hand-wound movement but a case made not from Swiss cheese, but from white gold.
