In the world of haute horology, where innovation meets artistry, MB&F has long stood as a beacon of avant-garde watchmaking. With its unconventional designs and visionary approach, the independent Swiss brand has captivated collectors and enthusiasts alike. Now, as MB&F approaches its 20th anniversary, it has entered a new chapter—one marked by a strategic partnership with the iconic French fashion house, Chanel.
Chanel’s acquisition of a 25% stake in MB&F is more than just a business transaction; it’s a meeting of minds. The partnership was announced by Maximilian Büsser, the founder of MB&F, who will retain a 60% ownership of the brand. Serge Kriknoff, head of research and development and production, will hold a 15% stake. This alliance, according to Büsser, represents a “natural evolution” for MB&F, ensuring the brand’s long-term stability while allowing it to maintain its creative independence.
“It was our responsibility, in today’s very favourable context and with our management team in its prime, to take this major step to ensure our long-term future,” Büsser explained. This partnership, he added, will allow MB&F to continue its independent journey without the pressures of aggressive growth, while also benefiting from Chanel’s extensive ecosystem and network of specialised suppliers.
Chanel’s investment in MB&F is part of its broader strategy to strengthen its position in the high-end watch market. Since launching its watchmaking division in 1987, Chanel has made strategic moves to deepen its horological expertise, including stakes in other prestigious watchmakers like Romain Gauthier and F.P. Journe. By aligning with MB&F, Chanel reinforces its commitment to fostering innovation and creativity in the watch industry.
“We are delighted to sign a strategic partnership with MB&F, who share the same values of independence, creativity, and excellence,” said Frédéric Grangié, president of Chanel Watches & Fine Jewellery. This partnership not only highlights Chanel’s dedication to preserving traditional craftsmanship but also underscores its vision of shaping the future of watchmaking.
For MB&F, the partnership with Chanel signifies the beginning of a new era. With a secure financial foundation and access to Chanel’s resources, MB&F is poised to continue pushing the boundaries of horological art. The brand’s iconic “Horological Machines,” which blend intricate engineering with artistic design, will undoubtedly benefit from the enhanced stability and creative freedom this partnership brings.
MB&F has always been more than just a watchmaker; it’s a “horological concept laboratory,” as Büsser likes to call it. The brand’s timepieces, which often draw inspiration from science fiction and nature, are not just tools for telling time—they are kinetic sculptures, pieces of wearable art. This ethos will remain at the core of MB&F, even as it embarks on this new journey with Chanel.
As MB&F prepares to celebrate two decades of innovation, the partnership with Chanel marks the start of a promising new chapter. With a like-minded ally by its side, MB&F is set to continue its mission of redefining the art of watchmaking, ensuring that the next 20 years are as groundbreaking as the first.
In a world where tradition often dictates the rules, MB&F, with the support of Chanel, will continue to chart its own course—one that celebrates creativity, independence, and the relentless pursuit of horological excellence.
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Images from MB&F, Chanel
