As a bit of background, before we get into the dairy-laden Swiss Mad Watch itself, H. Moser's removal of the Swiss Made label comes just after the Swiss government initiated changes to the regulations on the use of the term itself. Now, 60% of the value of a watch must come from inside Switzerland for it to qualify, rather than the 50% required previously. However, importantly, that can now include things like R&D costs, so it could be theoretically possible to have a watch entirely manufactured elsewhere and still be called Swiss Made should the development costs be high enough. It's unlikely, but in principle it's easy to understand why Moser and others are rattled by these changes.