In a strategic move, MB&F is partnering with Chanel to guarantee its independence and strengthen its sustainability.
The prestigious independent watch brand MB&F has just reached a new milestone in its history by announcing a strategic partnership with Chanel. The French fashion house has acquired a 25% stake in the company founded by Maximilian Büsser in 2005. Despite this significant entry, Büsser retains a 60% majority, ensuring continuity of the vision that has shaped MB&F’s unique identity. Serge Kriknoff, long-time partner and Director of R&D & Production, holds a 15% stake. Together with Charris Yadigaroglou (Marketing & Communication Director) and Thibault Verdonckt (Sales Director), they will continue to guide the brand in this new phase of its development.
This alliance with Chanel is not simply a financial transaction, but a strong gesture of consolidation. By integrating a shareholder who shares common values of independence and creativity, MB&F ensures its long-term stability while preserving its artistic freedom. For Maximilian Büsser, this agreement comes at the right time: “Ensuring the sustainability of MB&F is a responsibility that we had to assume in a favorable current context, and with a strong management team in place. This partnership with Chanel allows us to guarantee our independence, while benefiting from their vast ecosystem and network of specialized suppliers.”
For Chanel, this investment is not insignificant. The house, which has established itself in the world of watchmaking since 1987, is thus continuing its strategy of supporting luxury artisans. After integrating Romain Gauthier in 2011 and FP Journe in 2018, Chanel is once again demonstrating its desire to preserve and enrich watchmaking expertise throughout the world. Frédéric Grangié, President of Chanel Horlogerie & Haute Joaillerie, explains: “This partnership with MB&F reflects our long-term commitment to watchmaking know-how, as well as our desire to continue investing in houses that embody independence, creativity and excellence.”
MB&F: An artistic vision of watchmaking
MB&F, an acronym for Maximilian Büsser & Friends, has distinguished itself for nearly two decades with its avant-garde approach and collaborative spirit. Founded in 2005, the brand has established its unique signature through radical conceptual watches, true works of three-dimensional kinetic art. The company, which has remained fiercely independent, achieved a turnover of CHF 45.4 million in 2023, and produced only 419 watches that same year, thus guaranteeing the exclusivity and rarity of its creations. MB&F has also diversified with the launch of MADEditions, a more accessible line, which has been a great success with around 3,500 pieces produced annually.
With an impressive list of nine Grand Prix d’Horlogerie de Genève awards, including the Aiguille d’Or, MB&F continues to push the boundaries of traditional watchmaking, true to the vision of its founder.
Chanel: A house dedicated to craftsmanship and innovation
Since its creation in the early 20th century by Gabrielle Chanel, the house of Chanel has continued to reinvent itself while remaining true to its values of exceptional creation and craftsmanship. From haute couture to watchmaking, jewelry and perfumes, Chanel embodies the ultimate in luxury and is committed to preserving and promoting know-how throughout the world. With more than 36,500 employees at the end of 2023, the house continues to innovate while respecting a centuries-old tradition.
The partnership with MB&F is part of this dynamic, allowing Chanel to strengthen its roots in the field of fine watchmaking while supporting projects that reflect boldness and independence, two values dear to the house.
In conclusion, this collaboration between MB&F and Chanel marks a new era for exceptional watchmaking, where creative independence and industrial resilience come together to ensure a prosperous future. This partnership promises great innovations to come, while preserving the artistic integrity and technical expertise that MB&F is renowned for.
