Chanel and MB&F have announced the formation of a new partnership, with Chanel acquiring a 25% stake in the independent high-end watchmaking brand MB&F.
Founded in 2005, MB&F (Maximilian Büsser & Friends) stands as the world’s first horological concept laboratory—a creative hub dedicated to designing and crafting small series of avant-garde concept watches. Based in Geneva, MB&F unites expert horological professionals, including artists, watchmakers, designers, and manufacturers, to create innovative, forward-thinking designs. Under the visionary leadership of founder Maximilian Büsser, MB&F’s acclaimed timepieces continue to deconstruct traditional watchmaking, transforming it into 3-D kinetic art.
This strategic investment underscores Chanel’s commitment to the ongoing evolution and future of high-end watchmaking expertise, creation, and design. It aligns with Chanel’s long-term strategy of partnering with luxury specialists to preserve and enhance expert ‘savoir-faire.’ Chanel began its journey in watchmaking in 1987, establishing a watch design studio on Place Vendôme in Paris, and further investing in the G&F Châtelain Manufacture in La Chaux-de-Fonds, Switzerland, which it acquired in 1993.
The announcement follows Chanel’s previous investments in high-end watchmaking brands, such as Romain Gauthier (2011) and F.P. Journe (2018), creating an ecosystem of independent watchmakers and component suppliers, while allowing each brand to maintain its autonomy.
Maximilian Büsser retains majority ownership of MB&F with 60%, while his partner, Serge Kriknoff, holds 15%. Büsser will continue to lead the company, overseeing creation and general management alongside his management team, which includes Serge Kriknoff (Head of R&D & Production), Charris Yadigaroglou (Head of Marketing Communications), and Thibault Verdonckt (Head of Sales). The partnership was formalised between Chanel SARL, Chanel’s Swiss entity, and MB&F.
Frédéric Grangié, President of Chanel Watches & Fine Jewellery, expressed his enthusiasm: “We are thrilled to enter into this strategic partnership with MB&F, a brand that shares our values of independence, creativity, and excellence. This move is part of our ongoing strategy to preserve, develop, and invest in specialist expertise, reaffirming our commitment to high-end watchmaking.”
Maximilian Büsser, Founder of MB&F, commented: “In today’s favourable environment and with our management team at its peak, it was our responsibility to take this significant step to ensure our long-term future—a natural evolution as we approach our 20th anniversary next year. Chanel’s investment not only allows us to continue our independent journey without pressure for growth but also strengthens our operations by providing access to their extensive ecosystem and network of specialised suppliers when needed.”
