While everyone was watching Rolex skip the Coke and Audemars Piguet bring a peacock – a group of overlooked brands quietly delivered some of the most extraordinary watches of the week. Almost nobody noticed.

H. Moser & Cie. replaced the crown with a Reebok Pump button. Press it to wind the watch. Each press adds an hour of power reserve. The case is forged quartz fibre – no two look identical. It comes with matching Reebok sneakers in the box. $39,900. This is the same brand that made a watch from Swiss cheese to protest the Swiss Made label. Moser has always been watchmaking's great provocateur – and the Pump is their most outrageous move yet.

Parmigiani celebrated their 30th anniversary with a world first. At rest – a perfect three-hand watch. Press the pusher. Five hands unfold across the entire dial simultaneously. The chronog ...