What makes MB&F’s Maximilian Büsser tick?

How would you define the unique brand identity of MB&F? Share the inspiration behind the“radical” timepieces that MB&F is known for.

For me, MB&F, which stands for Maximilian Büsser and Friends, is best described as a life decision, not a business. I took a decision 18 years ago to create only what I believed in and not look at what the market wants.

Our brand identity is rooted in creating unconventional and radical timepieces that are more than just functional objects; they are also works of art. The company approaches watchmaking by prioritising creativity and innovation over conforming to traditional watch design conventions.

The brand is known for its ‘Horological Machines’, which are three-dimensional kinetic sculptures that give time, as well as co-creations such as clocks, music boxes and pens. The Horological Machines and co-creations are my part of ‘psychotherapy’. I wittingly or unwittingly revisit my childhood and life to create spaceships, planes, cars, animals and other unusual concepts (some of which are still to be revealed). The Legacy Machines are my tribute to the watchmaking geniuses of the 18th and 19th century who created most of what the industry continues to craft.

Each horological adventure by the brand is a close collaboration with a team of highly talented professionals – “Friends” – with the specific skills needed for each project. Their skills include product design, case and movement manufacture, finishing, logistics, photography and communication, to name but a few.

Overall, MB&F’s approach to watchmaking is driven by a passion for art and design, a willingness to take risks, and a commitment to pushing the boundaries of what is possible in the industry.

What are some of the significant milestones in MB&F’s history, and what distinguishes your timepieces from others in the market?

The last 18 years have been nothing less than insane. Creating 20 incredibly complex calibres/watch concepts and 14 clocks in such a short time has been a unique experience. But what really differentiates us is the constant creative risk taking that is evident in our creations as it is in our concepts.

Speaking of milestones, the company was born in 2005 and we introduced four very radical Horological Machines during the year. In 2011, we dared to present a reinterpretation of classic watchmaking, the Legacy Machine. The same year, we open our M.A.D. Gallery in Geneva, the first art gallery in the world dedicated to mechanical and kinetic art.

There have been many innovations and accomplishments that have followed since, but one that stands out is the launch of FlyingT, our first kinetic art piece originally dedicated to women, in 2019. And then in 2021, we launched the M.A.D. 1 timepiece, which retails for fifty times less than our traditional handcrafted MB&F pieces.

How did your past work experiences at Harry Winston and Jaeger-LeCoultre shape your vision for MB&F?

At Jaeger-LeCoultre, I perfected my love of mechanical watchmaking and learned that great teams do not need superstars to achieve great results. Mindset is more important than skills (which can be taught).

At Harry Winston, I discovered that I was able to function under extreme stress and my seven years at the helm of the company allowed me to understand that power, money and recognition did not make me happy. With the Opus projects, I discovered for the first time the lives and work of independent watchmakers and realised that it was my calling too.

Give us some insights into the inspirations behind your top three timepieces this year.

The year 2023 is bringing us back to our roots: Horological Machines. We will continue to deconstruct traditional high-end watchmaking to reconstruct timepieces as mechanical works of art (… and which don’t resemble watches). June will see the fourth iteration of my love for automotive design, and in November, we’ll present another “surprise”.

The M.A.D1 Red Piece was created as an affordable timepiece. What sets it apart from other MB&F timepieces?

I am so proud of what we have accomplished at MB&F but none of my friends and family could afford them. There is a moment when you realise as a creator that whatever success you have achieved does not mean much if those you love cannot access it. M.A.D. 1 was designed in 2014 and it took me seven years to garner the courage to launch it. It is a side project of MB&F and is meant as a “thank you” to my friends, to those who helped us build MB&F and to the fans who find our Horological or Legacy Machines very expensive.

Read: Maximilian Büsser on the stunning LMX and the future of MB&F