Upgrade to the mechanical

I couldn’t resist this ad by the luxury Swiss watch maker H. Moser & Cie for their new, unapologetically mechanical Swiss Alp Watch. Whether far-sighted or foolish as a business strategy, it’s an elegant and witty poke at Apple. Listen out for the sound of an apple being bitten into at the end.

At home, “upgrade to the mechanical” has become our catch phrase of the moment. Out it comes every time someone forgets to charge a smartphone battery or when the network connection drops out or when a file no longer opens because we’re running an out-of-date version of the app or when someone accidentally deletes a crucial email or when the hard drive won’t spin up or when… etc. etc..

My own watch is as old as me and belonged to my father. It’s 100% manual and mechanical … and Swiss.

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