ABOUT MB&F.
Founded in 2005, MB&F stands out as the world’s first horological concept laboratory. Based in Geneva, the brand is renowned for its artistic and micro-engineering approach, focusing on small-series, radical concept watches. MB&F’s team comprises top-tier horologists—including artists, watchmakers, designers, and manufacturers—who collaborate to push the boundaries of traditional watchmaking. Their critically acclaimed timepieces, guided by founder Maximilian Büsser’s vision, are celebrated for transforming traditional watchmaking into 3-D kinetic art.
CHANEL’S STRATEGIC INVESTMENT.
Chanel’s investment in MB&F underscores its strategy to advance and invest in the future of luxury watchmaking. This move aligns with Chanel’s long-term approach to partnering with luxury specialists to foster and preserve high-level craftsmanship. Chanel’s foray into watchmaking began in 1987, with the establishment of a design studio in Paris’s Place Vendôme and the acquisition of G&F Châtelain Manufacture in Switzerland in 1993.
BUILDING ON PAST INVESTMENTS.
This latest investment follows Chanel’s previous stakes in high-end watchmaking brands Romain Gauthier (2011) and F.P. Journe (2018). By creating an expert ecosystem of watchmakers and component suppliers, Chanel continues to build a network of independently run yet interconnected luxury watch brands.
MB&F LEADERSHIP.
Despite Chanel’s new stake, MB&F’s founder, Maximilian Büsser, retains majority ownership with 60%, while his partner Serge Kriknoc holds 15%. Büsser will continue to lead the company alongside his management team, including Serge Kriknoc (Head of R&D & Production), Charris Yadigaroglou (Head of Marketing Communications), and Thibault Verdonckt (Head of Sales). The partnership agreement was formalized between Chanel SARL, Chanel’s Swiss entity, and MB&F.
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