MB&F marks their 20th anniversary in 2025—twenty years of creativity, friendship, and unapologetic horological madness.
The Spark: One Man, One Idea
In 2005, Maximilian Büsser left behind a high-profile career at Harry Winston to chase a sketch and a dream. With nothing but conviction and a handful of visionary retailers—The Hour Glass in Singapore, Westime in Los Angeles, Ahmed Seddiqi in Dubai, Ghadah in Kuwait, and Chronopassion in Paris—he launched MB&F. The “MB” stood for Max himself; the “F” for the Friends who believed in his vision before the first watch even existed.
Rewriting the Rules
Independent watchmaking in the early 2000s barely registered against the dominance of major maisons. Max had already disrupted the status quo with Harry Winston’s Opus series, but MB&F went further: creating machines that blurred the line between watchmaking and kinetic sculpture. Guided by the mantra “a creative adult is a child who survived”, MB&F became a playground for wild mechanical dreams.
Twenty Years of Mechanical Insanity
The first years were precarious, but the results speak volumes: around 4,500 watches created across four collections—Horological Machines, Legacy Machines, Performance Art, and Special Projects—each powered by one of 22 original calibres.
From the HM1’s four-barrel engine to the LM1’s flying balance, from the LM Perpetual’s mechanical processor to the LM Thunderdome’s triple-axis whirlwind, MB&F has consistently broken boundaries. The LM Sequential with its Twinverter system won the 2022 GPHG Aiguille d’Or, while the 2023 LM Sequential Flyback pushed timing into uncharted territory. And in 2024, the HM11 brought architecture to the wrist with a rotating case that lets the wearer choose between time, winding, or even temperature.
The McDonnell Factor
Among MB&F’s Friends, one stands out: Northern Irish watchmaker Stephen McDonnell. He not only helped birth the HM1 but went on to revolutionize complications with the LM Perpetual and LM Sequential, proving that even centuries-old mechanisms can be reimagined.
Putting Friends Front and Centre
At a time when brands concealed their suppliers, MB&F did the opposite—crediting every watchmaker, designer, engineer, engraver, and casemaker. Collaborators like Eric Giroud, Kari Voutilainen, Jean-Marc Wiederrecht, Stepan Sarpaneva, and many others became integral to the MB&F story. This openness wasn’t just philosophy; it was practice: treat others the way you’d want to be treated.
From Outsourcing to Hybrid Mastery
What began as a lean, fully outsourced structure has matured into a hybrid model. MB&F now has a team of eight in-house engineers and its own machining workshop, producing most cases and many movement components while still collaborating with external Friends.
Performance Art and Beyond
MB&F’s collaborative DNA gave rise to Performance Art—watches reinterpreted by artists, designers, and jewellers. From the Boucheron “JwlryMachine” to pieces with Alain Silberstein, James Thompson, Stepan Sarpaneva, and even Bulgari, MB&F turned horology into a multidisciplinary canvas.
The partnerships extended beyond the wrist: fantastical clocks with L’Epée 1839, music boxes with Reuge, rocket-shaped loupes, and even writing instruments with Caran d’Ache. MB&F didn’t just make watches; it built a universe.
The Tribe
Collectors became part of the story too. Through The Tribe, owners join a global family with insider access, special events, and whimsical perks like “Minimilian” figurines. The goal: not simply to sell watches, but to help people find their “true north.”
The Wild Card: M.A.D.Editions
What began as a personal project in 2014 evolved into a global phenomenon. The M.A.D.1, launched during Covid as a thank-you to Friends and Tribe members, caused a frenzy. Demand exploded—18,000 sign-ups for a few hundred pieces. What was meant as an experiment became a cult line of its own, culminating in the 2025 release of the M.A.D.2.
Spaces for Mechanical Art
In 2011, MB&F opened its first M.A.D.Gallery in Geneva, showcasing its Machines alongside kinetic art. The concept has since spread worldwide in the form of full galleries and compact MB&F LABS, each an immersive stage for mechanical creativity.
Looking Ahead
The next chapter promises as much madness as the first. A new creative voice, Berlin-based designer Maximilian Maertens, joins Max and Eric Giroud at the helm, with their first co-signed wristwatch scheduled for 2026.
Meanwhile, Chanel’s acquisition of a 25% stake in 2024 provides stability while preserving independence—placing MB&F alongside F.P. Journe and Romain Gauthier in the luxury giant’s high-watchmaking portfolio.
Still M.A.D. After 20 Years
Two decades on, MB&F has proven that watchmaking can be bold, transparent, collaborative, and profoundly imaginative. What started as a “crazy idea” has grown into one of the most influential independent brands of our time.
And if history is any guide, the glorious madness has only just begun.