April 16th 2025
It looks like H. Moser & Cie. has caught the “food-watch” fever — a trend pioneered by Studio Underd0g, known for playful dials inspired by everything from passion fruit to mint chocolate chip. While Moser has always had a cheeky side (remember the cheese watch?), its designs rarely dipped into actual food themes. That changed with last year’s fruity collaboration. Now, Moser is cooking solo with its latest breakfast-inspired piece: the Pioneer Centre Seconds Sunny-Side Up.
This new take on the Pioneer line brings the same specs fans love — a sporty 40mm brushed stainless steel case, 120m water resistance, screw-down crown, and a comfortable 10.6mm thickness. It’s Moser’s idea of rugged, even if it leans more refined than rugged. Powered by the in-house HMC 201 movement, it offers a 72-hour power reserve and signature Moser finishing with beautiful striping and anglage.
But let’s talk about the dial — a bright yellow with a black ring around the edge. While it’s clearly aiming for an eggy, fun vibe, the execution is divisive. Instead of evoking Sunday brunch, it leans a little… unsettling. The white strap is presumably the “egg white” to the dial’s “yolk,” but the color combination feels more off-putting than appetizing. Unlike the vibrant lime-textured Endeavour, this one feels like it took the food theme too far without enough polish.
Still, it’s a bold experiment. At $15,900, the Sunny-Side Up proves Moser isn’t afraid to take risks — even if this one might not be to everyone’s taste.