In the tradition-bound world of Swiss watchmaking, H. Moser & Cie stands out as something of an enfant terrible.

In 2016, it created the Swiss Alp Watch , a look-alike sendup of the Apple Watch that poked fun at the Swiss industry’s reaction to smartwatches. A year later, the company unveiled — and within days hastily withdrew — its Swiss Icons watch, a mash-up of design clichés that seemed to take a swipe at some well-known brands, including Rolex, Panerai and Audemars Piguet .

Being disruptive — bringing “a little sexiness to the brand,” as Edouard Meylan , the company’s chief executive , said last year in an Esquire interview — is what Moser is all about these days.

Now it has taken a similar approach to marketing its new Pioneer Centre Seconds Funky Blue Black Edition : Enlisting two fans to kick off “The Pioneer Tour,” a yearlong odyssey just made for Instagram.