For him, it goes beyond the product. “I’m really all about relationships,” he said. “The conversations I’ve been able to have with [the Moser team] and the time we’ve spent…that really set the tone for me.” Barkley’s reputation—highly competitive but universally liked—makes him an ideal face for a brand looking to bolster its mainstream awareness in the United States. Bertrand Meylan, CEO of MELB Luxe Subsidiaries (the parent company of H. Moser & Cie.), echoed the sentiment. “We weren’t actively looking for an American football partner,” he told me. “But when we met Saquon—when we spent hours talking—it just became natural.” When asking his friends in the U.S. to gauge how fans view him, “Everybody told me: ‘Oh yeah, everybody loves him.’ He’s a good person. Close with his family. And a very rare talent. It corresponded well with the values of Moser.”