MB&F

What MB&F does

MB&F (Maximilian Büsser & Friends) is a privately held Swiss luxury watchmaker founded in 2005 by Maximilian Büsser and headquartered in Carouge, Switzerland. The company self-describes as the world's first "horological concept laboratory," producing small series of radical concept watches that treat timepieces as three-dimensional kinetic art rather than traditional horology. Core product families include the numbered Horological Machines (HM7 through HM12), the Legacy Machines (LM101, Perpetual, Sequential, Split Escapement, Flying T, Thunderdome, LMX), Special Projects, Co-Creations with artisan partners such as L'Épée 1839 and Reuge, and the more accessible M.A.D.Editions line. Pieces are produced in strictly limited editions of 10-33 units and priced from CHF 58,000 for entry Legacy Machines to over CHF 420,000 for sapphire and precious-metal variants.

Underlying horological technology centers on proprietary complications developed with a network of independent watchmaker "Friends," including the Mechanical Processor (perpetual calendar architecture), Twinverter binary switch, FlexRing shock absorption system, patented 3D-gasket, and internal jewelling for chronograph mechanisms. Since founding, MB&F has produced over 20 calibres, won the 2022 GPHG Aiguille d'Or, and grown to 60+ employees by 2025, its 20th anniversary year.

MB&F sells through its own eshop, branded M.A.D.Galleries (Geneva, Dubai), MB&F Labs in Beverly Hills, Menlo Park, Paris, Singapore, and Taipei, and a curated network of authorized retailers including Watches of Switzerland, Chronopassion, The Hour Glass, and Westime. The M.A.D.Editions sub-brand uses a raffle-allocation system to manage demand and maintain exclusivity. Revenue concentrates among ultra-high-net-worth collectors organized around "The Tribe" community, with secondary revenue from curated kinetic art, collectibles, and merchandise. As of August 2024, Chanel holds a 25% minority stake, founder Büsser retains 60% ownership, and the company remains operating independently with full creative autonomy.

Name

MB&F

Legal name

MB&F

Website

https://mbandf.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

51–100 employees

Short description

MB&F is a privately held Swiss luxury watchmaker producing limited editions of radical concept watches and kinetic art timepieces (CHF 58K-420K+) for ultra-high-net-worth collectors. Founded in 2005, it operates through direct galleries, authorized retailers, and the M.A.D.Editions sub-brand, with a 25% Chanel minority stake held since August 2024.

Ownership category

akta.pro rank

Product category

Luxury independent watchmaking

NAICS

Surgical and Medical Instrument Manufacturing (339112)

SIC

Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)

akta.pro primary industry

Luxury Mechanical Watches (CRAKADAA)

Keywords

• Independent horological watches
• Kinetic art timepieces
• Limited edition watches
• Horological concept laboratory
• Luxury mechanical watches

Headquarters

HQ city

Carouge

HQ country

Switzerland

HQ region

Europe

Offices10 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Luxury Watch Sales: Direct sales of high-end horological machines through MB&F's e-commerce platform and branded retail spaces (M.A.D.Galleries, MB&F Labs). Products include Horological Machines, Legacy Machines, Special Projects, and Co-Creations priced from CHF 58,000 to CHF 420,000+.
2. M.A.D.Editions: More accessible parallel watch brand launched in 2020, offering creative timepieces at lower price points through raffle allocation system. Creates entry point into the MB&F universe.
3. Curated Art Sales: Sale of mechanical and kinetic artworks from curated artists through M.A.D.Galleries, alongside MB&F's own Machines and Co-Creations.
4. Collectibles and Merchandise: Sale of branded collectibles including Minimilians (alien-like creatures modeled after watches), Robodog, and other MB&F merchandise.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

MB&F designs, develops, and manufactures small series of high-end conceptual and kinetic-art mechanical wristwatches and clocks — the Horological Machines (HM series), Legacy Machines (LM series), Special Projects, Co-Creations with partners such as L'Épée 1839, Reuge, Caran d'Ache, and Loupe System — alongside the more accessible M.A.D.Editions line (M.A.D.1, M.A.D.2) and curated mechanical artworks sold via M.A.D.Galleries. Each piece is a hand-finished, limited-edition horological object priced from CHF 58,000 to over CHF 420,000.

Differentiator

Problem solved

Functional benefit

Products and services

• Horological Machines (HM series) MB&F's signature line of three-dimensional kinetic-art wristwatches including HM12 (The Guardian), HM11 (Architect/Art Deco), HM10, HM9, HM8 Mark 2, and HM7, each a hand-finished, limited-edition concept piece priced from approximately CHF 68,000 to over CHF 420,000.
• Legacy Machines (LM series) Limited-edition mechanical wristwatches inspired by classical watchmaking aesthetics, including LM101, LM Perpetual, LM Sequential Flyback/EVO, LM Split Escapement/EVO, LM FlyingT, LMX, LM2, and LM Thunderdome, priced from CHF 58,000 to CHF 228,000.
• M.A.D.Editions (M.A.D.1 / M.A.D.2) A more accessible parallel line of creative mechanical watches sold through M.A.D.Editions Raffles, including M.A.D.1 (Blue, Red, Green, Time to Love, M.A.D.1S) and M.A.D.2 (R&B, REDemption, Live), providing a lower-priced entry point into MB&F's universe.
• MB&F Co-Creations with L'Épée 1839 Co-developed table clocks and kinetic sculptures with Swiss clockmaker L'Épée 1839, including Albatross, Orb, TriPod, Starfleet Explorer, T-Rex, Tom & T-Rex, Medusa, Grant, The Fifth Element, Octopod, Destination Moon, Balthazar, Sherman, Arachnophobia, Melchior, and Starfleet Machine.
• MB&F Co-Creations with Reuge (MusicMachine series) Co-created mechanical music boxes and kinetic clocks with Swiss music-box maker Reuge, including MusicMachine 1, MusicMachine 1 Reloaded, MusicMachine 2, MusicMachine 3, and Kelys & Chirp.
• MB&F Co-Creation with Caran d'Ache (Astrograph) Co-created writing instrument combining MB&F's horological engineering with Caran d'Ache's pen-making craft, pairing a mechanical movement with a luxury pen.
• MB&F Co-Creation with Loupe System (Project LpX) Collaboration exploring new territories in mechanical art through Loupe System's lens/cursor system innovation.
• Curated Art at M.A.D.Galleries Mechanical and kinetic artworks from MB&F's roster of curated artists including Abrasax, Adatte Design, Apical Reform, Around Five, Damien Bénéteau, Breakfast, Etienne Franzak, Frank Buchwald, Human Since 1982, and Hyunjin Seoul Studio, sold through M.A.D.Galleries in Geneva and Dubai and via the e-shop.
• MB&F Collectibles and Branded Merchandise Branded collectibles and merchandise including Minimilians (alien-like creatures modeled after MB&F watches), Robodog, and other MB&F-branded items sold through the e-shop.
• Special Projects (SP One) MB&F's Special Projects line, currently anchored by SP One, representing standalone projects outside the main Horological and Legacy Machine series.

Quantifiable outcome

• GPHG Aiguille d'Or award won by LM Sequential EVO in 2022
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• L'Épée 1839coreStrategic or Co-development PartnerSwiss clock manufacturer collaborating with MB&F on Co-Creations including the Guardian robot companion for HM12 and various table clocks such as Albatross, Orb, TriPod, Starfleet Explorer, T-Rex, Medusa, and others.
• ReugecoreStrategic or Co-development PartnerSwiss music box maker partnering with MB&F on MusicMachine Co-Creations including MusicMachine 1 Reloaded, Kelys & Chirp, MusicMachine 3, and others.
• Caran d'AcheminorStrategic or Co-development PartnerSwiss writing instruments manufacturer collaborating on the Astrograph Co-Creation, combining MB&F's horological expertise with Caran d'Ache's pen-making craft.
• Kari VoutilainencoreStrategic or Co-development PartnerAward-winning independent watchmaker collaborating on the aesthetics and finish specifications for Legacy Machine 101, contributing award-winning expertise in traditional watchmaking craftsmanship.
• Stephen McDonnellcoreStrategic or Co-development PartnerIndependent Irish watchmaker and early MB&F Friend who conceived the Legacy Machine Perpetual and Legacy Machine Sequential EVO/Flyback, bringing innovative complications like the mechanical processor and Twinverter switch.
• Eric GiroudcoreStrategic or Co-development PartnerLongtime MB&F Friend and designer who collaborated for 20 years on Horological Machines, including designing M.A.D.1 and M.A.D.2 editions.
• H. Moser & CieminorStrategic or Co-development PartnerWatchmaker partner providing Straumann double hairspring for Legacy Machine 101 balance wheel, and collaborated on Streamliner Pandamonium Performance Art piece.
• STG CreationminorStrategic or Co-development PartnerGeneva-based workshop responsible for hand-setting baguette-cut gemstones on Legacy Machine Perpetual Chromatic bezels.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Urwerk: Urwerk is a Swiss independent haute horlogerie brand that, like MB&F, deconstructs traditional watchmaking with radical 3D case architectures and avant-garde displays (e.g., wandering-hour satellites), serving the same ultra-high-net-worth collector segment with limited-edition runs.
• H. Moser & Cie. H. Moser & Cie. is an independent Swiss haute horlogerie manufacture and explicit MB&F partner (Straumann hairspring supply, Streamliner Pandamonium co-creation) competing in the same limited-edition luxury segment with strong in-house movement capabilities.
• F.P. Journe: F.P. Journe is an independent master watchmaker producing limited-series haute horlogerie pieces with innovative in-house complications (e.g., resonance, dead-beat seconds), targeting the same connoisseur collector base as MB&F.
• DeWitt: DeWitt is an independent Geneva-based haute horlogerie brand producing highly limited-edition mechanical watches with in-house calibres, serving a similar ultra-niche collector segment to MB&F.
• Bovet Fleurier: Bovet Fleurier is an independent Swiss haute horlogerie maison producing hand-finished, low-volume mechanical watches and decorative timepieces, overlapping with MB&F's collector base at the top of the independent segment.
• Greubel Forsey: Greubel Forsey is a small-batch independent Swiss watchmaker that, like MB&F, emphasizes artisanal hand-finishing, innovative high complications (double tourbillons), and very low production volumes at seven-figure price points.
• Voutilainen: Kari Voutilainen is an independent master watchmaker and named MB&F Friend who contributed finishing and aesthetic specification for Legacy Machine 101; both brands operate in the top tier of artisanal independent Swiss watchmaking.
• Richard Mille: Richard Mille produces ultra-luxury, highly limited-edition tonneau-shaped watches at seven-figure price points, sharing MB&F's positioning as a concept-led, scarcity-driven independent within the broader luxury watch market.

Broad incumbents

• Franck Muller: Franck Muller is a larger independent Swiss luxury watchmaker known for complicated and artistic timepieces; while operating at greater scale and broader price points, it shares MB&F's positioning around artistic, non-traditional watchmaking.

Emerging players

• Christophe Claret: Christophe Claret is a niche independent Swiss manufacturer specializing in high-complication limited editions (e.g., musical repeaters, gaming-themed pieces), overlapping with MB&F in sculptural, complication-led horology for collectors.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/MBandF
• Facebookfacebook.com/MBandF
• LinkedInlinkedin.com/company/974471

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MB&F