MB&F and Chanel: A Strategic Alliance for the Future of Exceptional Watchmaking

In a strategic move, MB&F is teaming up with Chanel to safeguard its independence and strengthen its long-term future.

The prestigious independent watchmaking brand MB&F has just reached a major 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 stake, ensuring continuity of the vision that has shaped MB&F’s singular identity. Long-time partner Serge Kriknoff, Director of R&D & Production, holds 15% of the shares. Together, with Charris Yadigaroglou (Director of Marketing & Communication) and Thibault Verdonckt (Commercial Director), they will continue to steer the brand through this new phase of its development.

This alliance with Chanel is not merely a financial transaction, but a powerful act of consolidation. By bringing in a shareholder that shares the same values of independence and creativity, MB&F secures long-term stability while preserving its artistic freedom. For Maximilian Büsser, the timing could not be better: “Ensuring MB&F’s long-term future is a responsibility we had to take on in today’s favourable 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 specialised suppliers.”

On Chanel’s side, this investment is far from incidental. Having established itself in the world of watchmaking since 1987, the house is continuing its strategy of supporting luxury artisans. After taking stakes in Romain Gauthier in 2011 and F.P. Journe in 2018, Chanel once again demonstrates its determination to preserve and enrich watchmaking expertise worldwide. Frédéric Grangié, President of Chanel Watches & Fine Jewellery, explains: “This partnership with MB&F reflects our long-term commitment to watchmaking savoir-faire, as well as our desire to continue investing in houses that embody independence, creativity and excellence.”

MB&F: A distinctly artistic vision of watchmaking

MB&F, short for Maximilian Büsser & Friends, has stood out for nearly two decades thanks to its avant-garde approach and collaborative spirit. Founded in 2005, the brand has established its unmistakable signature through radical conceptual watches—true three-dimensional kinetic works of art. The company, fiercely independent, posted revenue of CHF 45.4 million in 2023 and produced just 419 watches that same year, ensuring the exclusivity and rarity of its creations. MB&F has also diversified with the launch of M.A.D.Editions, a more accessible line that has met with clear success, with around 3,500 pieces produced annually.

With an impressive track record 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 its founder’s vision.

Chanel: A house devoted to craftsmanship and innovation

Since its creation at the beginning of the 20th century by Gabrielle Chanel, the Chanel house has never stopped reinventing itself while remaining faithful to its values of creation and exceptional craftsmanship. From haute couture to watchmaking, as well as jewellery and fragrances, Chanel embodies the ultimate in luxury and is committed to preserving and promoting savoir-faire around 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 fits squarely within this dynamic, enabling Chanel to strengthen its foothold in high-end 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 secure a prosperous future. This partnership promises exciting innovations ahead, while preserving the artistic integrity and technical expertise that underpin MB&F’s reputation.