When the Swiss government decided to change the definition of what the label “Swiss Made” meant, quite a few brands were not happy. But only H. Moser decided to protest. With the introduction of the brand’s “Swiss Mad” watch, the flamboyant manufacture has unveiled the world’s first watch made from actual Swiss cheese, challenging the Swiss government on what it means to be “Swiss Made.” So how does the case contain actual Swiss cheese? Well, the Vacherin Mont d’Or cheese used in the case was mixed with a resin that created a suitable material. The leather strap is also “Swiss made,” as it comes from Swiss cows. The Swiss Mad watch is 42 mm and features a classic Moser red fumé dial. It will be available for 1,081,291 CHF with part of the proceeds going towards setting up a fund for supporting independent Swiss watchmakers.