When the ever-so-clever Swiss watch brand H. Moser & Cie. announced their Swiss Icons Watch, the industry and watch lovers made a collective gasp. In one timepiece, Moser had combined signature elements from many of the world’s most famous timepieces—a Cartier crown, the Audemars Piguet case shape, the bezel of a Rolex GMT Master II, an IWC dial, a Girard-Perregaux-inspired tourbillon and more. The brand refers to it as an homage, but one can’t help but feel that it is a parody, and an ugly one. Further, its message is powerful: it appears to Moser that innovation might be kept to a minimum within the Swiss watch industry, ignored for safe brand recognition. But that collective gasp, and plenty of criticism, has resulted in the brand retracting the watch from the market, leaving only the statement intact.