I'm of two very different minds about this sort of thing. On the one hand, it is certainly true that the industry is ripe for parody on a lot of levels. On the other, I wonder about the long term effect of such a strategy. It takes a certain determination to run the risk of insulting six fellow Swiss watch brands at once, but at a certain point, I wonder if ensuring the biggest buzz about your watches, is going to be about what's basically a satire, might not be a distraction from the other values that will make or break the brand's prospects over the longer term. That's an unknown and clearly Moser feels it's worth the risk; only time will tell if it's going to pay off in terms of crossover attention to Moser's other watches. This is clearly going to be, by design, a love-it-or-hate-it watch but if you're a hater, hey, at least this one doesn't have a case made of cheese.