Chanel has announced a new strategic partnership with the independent high-end watchmaking brand MB&F. This move marks Chanel’s continued investment in the future of creative and innovative horology. By acquiring a 25% stake in MB&F, Chanel is further solidifying its commitment to advancing high-end watch design and craftsmanship.
The Vision Behind MB&F
Founded in 2005, MB&F (Maximilian Büsser & Friends) quickly established itself as the world’s first horological concept laboratory. The Geneva-based company is renowned for its artistic and micro-engineering creativity. MB&F focuses on designing and crafting small series of radical concept watches. The brand brings together a diverse team of experts—including artists, watchmakers, designers, and manufacturers. Together, they create forward-thinking designs that challenge traditional watchmaking boundaries. These critically acclaimed watches reflect the vision of founder Maximilian Büsser, who leads the brand in creating 3-D kinetic art by deconstructing conventional techniques.
Chanel’s Strategic Investment
Chanel’s investment in MB&F is part of its broader strategy to foster and preserve expertise in high-end watchmaking. Since launching its own watchmaking operations in 1987, Chanel has been committed to developing and supporting the future of watch design. This partnership with MB&F follows Chanel’s previous investments in other high-end watchmaking brands, such as Romain Gauthier in 2011 and F.P. Journe in 2018. Consequently, Chanel is contributing to an ecosystem of independent watchmakers and component suppliers.
Frédéric Grangié, President of Chanel Watches & Fine Jewellery, highlighted the significance of this partnership. He stated, “We are delighted to sign a strategic partnership with MB&F who share the same values of independence, creativity, and excellence. The announcement is part of our long-term strategy to continue to preserve, develop, and invest in specialist know-how and expertise, reaffirming our position in high-end watchmaking.”
Chanel’s involvement in MB&F reflects its desire to stay at the forefront of horological innovation. The partnership, finalized between Chanel SARL, Chanel’s Swiss entity, and MB&F, ensures a collaborative future for both companies.
Leadership and Future Direction
Despite Chanel’s investment, Maximilian Büsser will retain a majority stake in MB&F, holding 60% ownership of the company. His business partner, Serge Kriknoff, owns the remaining 15%. Büsser will continue to lead MB&F, overseeing creation and general management. He is supported by a team including Serge Kriknoff as Head of R&D and Production, Charris Yadigaroglou as Head of Marketing Communications, and Thibault Verdonckt as Head of Sales.
Maximilian Büsser expressed his views on the partnership, saying, “It was our responsibility, in today’s very favorable context and with our management team in its prime, to take this major step to ensure our long-term future—a natural evolution for a company celebrating its 20th anniversary next year. In addition to allowing us to pursue our independent path, free of any pressure on growth, the investment by Chanel will strengthen our operations by providing access when needed to their wider ecosystem and network of specialized suppliers.”
Büsser emphasized that this partnership is crucial for securing the company’s long-term future. Chanel’s involvement will enable MB&F to pursue its independent path while strengthening operations as needed to meet future demands.
Shared Values and Long-Term Commitment
Frédéric Grangié, President of Chanel Watches & Fine Jewellery, expressed his enthusiasm for the partnership. He emphasized the shared values between Chanel and MB&F. Grangié noted that this collaboration is a natural extension of Chanel’s strategy to invest in specialized know-how and expertise. Moreover, it reinforces Chanel’s position in the high-end watchmaking industry.
Maximilian Büsser echoed these sentiments. He noted that the partnership with Chanel represents a significant step in MB&F’s evolution as it approaches its 20th anniversary. Büsser stressed that the collaboration will not only allow MB&F to maintain its independence but also enhance its ability to innovate and grow.
Conclusion
Chanel’s strategic partnership with MB&F underscores the brand’s ongoing commitment to advancing high-end watchmaking. By investing in MB&F, Chanel supports a future where creativity and innovation continue to thrive. This collaboration promises to bring new and exciting developments to the world of horology. Both brands will work together to push the boundaries of traditional watchmaking. For more information on Chanel’s watchmaking endeavors and the latest developments from MB&F, visit their official websites:
