MB&F is my number one when it comes to artistic watchmaking. What Max Büsser has built is just different from everything else out there. They're playful and deadly serious at the same time, and somehow that works. It more than works.
People sometimes compare MB&F to Jacob & Co, and I get why from the outside. Both make bold, unconventional watches. But the DNA is completely different. Jacob comes from the world of jewelry and diamonds. Max comes from design and architecture. MB&F takes ideas from buildings, from machines, from science fiction, and translates them into mechanical objects that actually tell time. You can feel the difference when you hold them side by side.
What fascinates me most is the pace. The number of diverse, intense models they release is staggering. Each one feels like it could have taken five years to develop, but they keep coming. From the initial concept at Max's desk to production to the final finish, what MB&F achieves is something most people can't even comprehend. Non-watch people look at their pieces and don't understand. That's part of what makes it special. These watches aren't for everyone, and they were never supposed to be.
They've also built a serious collector community around the brand. MB&F owners are loyal in a way you don't see with most brands. That loyalty comes from the work itself, not from marketing.
I think what they're doing is the future. Working with them on content through LMC Flow is one of the best parts of what I do. Every piece they put out gives me something new to work with. That doesn't get old.
