BERN, Switzerland (UPI) -- Swiss watchmakers H. Moser & Cie poked fun at changes to the "Swiss Made" label by crafting a 100 percent Swiss Made watch featuring real Swiss cheese.

The company shared a video to YouTube advertising the "Swiss Mad Watch" made entirely in Switzerland using the most precious Swiss material, Swiss cheese.

"H. Moser & Cie is making Swiss Made great again with the Swiss Mad Watch, the most Swiss watch ever produced!" the company said.

The watch features a case made of hardened Vacherin Mont d'Or medaille d'or cheese, a strap made of cowhide, and a red dial reminiscent of the Swiss flag, according to Forbes.

The price of 1,081,291 Swiss francs ($1,077,734 USD) is also symbolic of the day the Swiss Federal Charter was signed on Aug. 1, 1291.

"As you may know, since January 1, 2017, the regulations surrounding the Swiss Made label have been modified. Some see it as an improvement, strengthening the requirements; I frankly believe that the Swiss Made label is even weaker today that it was before," H. Moser & Cie. CEO Edouard Meylan said. We have even decided to remove 'Swiss Made' from our dials for all of our new collections because we strongly believe that the Swiss Made label is deceiving as it gives many brands the legitimacy to over-price their products and it promotes a false perception for customers about a Swiss made watch and the reality of what is actually made in Switzerland.

Meylan added one more important detail -- he said the cheese in the watch base is pasteurized and therefore does not stink.

Copyright 2017 by United Press International