MrWatchMaster Meets… Interview with Max Busser

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Maximilan Busser, a Swiss entrepreneur and founder of the avant-garde boutique brand MB&F, is the former CEO of Harry Winston, Inc Rare Timepieces, and moved through the luxury timepiece sphere as a senior manager at Jaeger-LeCoultre.


Who is Mr. Watch Master? When an email appeared, it became apparent in one quick view the MWM brand understood the magnificence of exquisite timepieces and those who appreciate, craft, own and admire the watch. We, at, were interested.

MrWatchMaster is designed to present a uniquely authoritative resource, covering news, opinion, reviews and entertainment within the watch sector, that people will talk about and share. The ultimate aim is to develop a Marketing Platform for watch businesses who wish to promote themselves to discerning watch purchasers.

With permission the exclusive interviews are reprinted here.

MWM: How is business?

Maximilian Busser: Incredibly good- which is totally counter-intuitive to what is happening in the watch world. Since 2013, when we decided to stop growing, sell-out has constantly been higher than our production. We needed to take a few drastic measures to make up for that and have closed 15 of our 41 retailers in the last two years, just so that our remaining retailers can at least partially respond to the high demand.

MWM: What are you currently working on?

MB: So much that I actually have a few problems focusing. We have 6 new MB&F calibers in the pipeline, many co-creations, a few Performance Art pieces, a dozen new artists for the M.A.D. Galleries… and we’re even working on a new brand (now that is truly unreasonable, but so much fun!).

MWM: Tell us something we don't know about MB&F?

MB: That the fact that I have no idea where the brand is going, makes me extremely happy. It’s very much like psychotherapy!

MWM: What watch do you wear?

MB: I’m wearing our Legacy Machine Perpetual in white gold as we speak. The story of Stephen McDonnell, the genius watchmaker who created it, and the many revolutions this movement has brought to the world of watchmaking are topped up by the fact that it is just so beautiful…

MWM: Apart from your own brand, what watch would you like to own?

MB: I’m very lucky that I can own one creation of virtually every watchmaker I have had the privilege to work with. Voutilainen, Sarpaneva, Speake-Marin, Urwerk, Silberstein, etc… and every time I look at their piece, I remember the great times working together on wonderful projects. Am missing amongst others an F.P. Journe – would love a black dial platinum tourbillon!


MWM: What do you like best about the Watch business?

MB: That the creative potential is limitless, except the engineering of course, and it allows me to work with extraordinary and passionate artisans.

MWM: What don't you like about the Watch business?

MB: That most of the industry is losing touch with real artisanship and not taking enough creative risks.

MWM: What is next on the horizon for you?

MB: Constantly getting out of my creative comfort zone.

Who is MrWatchMaster?

MrWatchMaster presents a uniquely authoritative resource, covering news, opinion, reviews and entertainment about the watch sector.

The term ‘Master’ is synonymous with the world of horology. Indeed, since its inception under Royal Charter in 1631 from King Charles I, the Worshipful Company of Clockmakers has elected a ‘Master’ to lead the organisation. A practice that still continues in the present day.

Throughout history, there have been ‘Master’ watchmakers who have shaped the industry as we know it today: Abraham-Louis Breguet, Abraham-Louis Perrelet and George Daniels to name three. We will follow how their incredible work and inventions, manifest and evolve over the years and how they still greatly influence the business today.

As important as it is to celebrate the past, we will also bring our audience new points of view from a range of leading watchmakers, industry professionals and other practitioners of horology.

For more information on MWM:


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