The Daily Routine of Luxury Watch Designer Maximilian Büsser

  • Maximilian Büsser left company jobs at giant watch corporations to begin his personal model, MB&F.
  • He produces a mean of 215 timepieces a 12 months, impressed by characters like Captain Kirk.
  • Here’s what his routine is like dwelling and dealing in two locations.
  • See extra tales on Insider’s enterprise web page.

Switzerland-born Maximilian Büsser, 54, based watch firm MB&F in 2005 after working for 15 years in advertising at Jaeger-LeCoultre and Harry Winston Timepieces. 

He needed to create watches that embodied his love of the artwork and craftsmanship in watchmaking. MB&F, which stands for “Maximilian Büsser and Friends,” is understood for producing futuristic-looking luxurious watches. 

a luxury watch on a man's hand in pocket

An MB&F watch.

Maximilian Büsser

Büsser financed the model with $900,000 of his personal cash. 

“MB&F was a life decision, not a business decision,” Büsser instructed Insider. “After my dad passed away, I realized that the last day of your life you look back and are either proud of what you’ve done or you have regrets. After I realized that, I completely changed my life.”

“To me, watches embody everything which is beautiful in human beings,” he added. “The industry grew and became very powerful, but before you know it, it lost its soul to money.”

From 2013 to 2020, the corporate, which employs 31 folks and is headquartered in Geneva, reported $15 million a 12 months in income, however predicts it is going to attain $22 million in 2021.

“Many watch collectors could not travel and compensated by acquiring pieces with the money they saved,” he mentioned of the rise in purchases.

It produces as much as 215 watches per 12 months, Büsser mentioned, and every watch takes 12 to 18 months to create and options 250 to 600 elements. MB&F produces all of their problems in home, a rarity within the watch world.

two hands making a gold watch on a green table

The manufacturing of an MB&F watch.

Samuel Zeller

Timepieces modeled after futuristic characters

side profile of a luxury watch

One of MB&F’s Horological Machines.

Maximilian Büsser

Büsser has two classes of watches: Legacy Machines and Horological Machines, the latter of that are very whimsical and arguably what catapulted the model to cult-like standing.

“When I was a kid, I pretended I was Captain Kirk, Luke Skywalker, a World War II fighter pilot in a P-51 Mustang, and a Formula 1 driver,” Büsser mentioned. “Unwittingly, I created my first MB&F pilots around that. I never set out to create a watch which looks like a plane, but after designing and evolving the initial sketch, it looks more or less like a spaceship.” 

Büsser calls his collectors The Tribe. They dwell all over the world in Taipei, New York, Dubai, or Paris and embody each older and youthful women and men.

“Our clients’ stories are often my story, and the other way around,” he mentioned. “It is so enriching for all of us to meet, and many of them have become great friends.”

While the core vary of price per watch sits between $90,000 and $170,000, some can retail for as much as $400,000. 

two watches on a white background

Two of MB&F’s Legacy Machines.

Maximilian Büsser

“We have always created less pieces than the market wanted,” he mentioned. “Suddenly, in 2020, the demand accelerated, and because our production barely managed to attain the same numbers as 2019 due to COVID-19, the gap between demand and production widened a lot.”

“We got thousands of messages from watch aficionados during the last 16 months saying that they loved following us because not only did we continue to amaze them, but we also put a smile on their faces,” he added.

The most costly watch he is ever bought was the HM6 Alien Nation. Only 4 have been made, and every retailed for $500,000. All 4 items have been bought to the identical collector.

“When I started the company 16 years ago, I was terrified nobody would buy my pieces,” he mentioned. “Now, 16 years, the only thing which actually scares me is to disappoint our followers who own our pieces. Dozens and dozens of MB&F collectors have more than 10, 15, or 20 pieces, which is insane for a brand as young as ours.”

The every day routine of a luxurious watch model founder

man presenting to a boardroom with a watch on the screen

Maximilian Büsser in a gathering.

Maximilian Büsser

Büsser lives in Dubai along with his spouse, Tiffany, and their two younger daughters. Büsser’s typically in Switzerland from Monday to Friday and can depart for Dubai Friday at three p.m. to get dwelling round midnight. 

On a typical work day in Dubai, Büsser wakes up at 6:30 a.m. After getting ready his daughters for college, he’ll work from his dwelling workplace, answering emails and hopping on


Every two to 3 days, he mentioned he spends 60 minutes alone in his backyard, or an undisturbed spot — with out his cellular phone — to seek out inspiration, one thing he is been doing for the final seven years.

“I can’t create reading a book, looking at a movie, or talking to somebody,” he mentioned. During the hour, he tries to deal with creating new merchandise by visualizing them in his head.

His work day stops when his eldest comes dwelling at four:30 p.m. During the 4 devoted household hours after that, he eats dinner, performs along with his youngsters, and places them to mattress.

When in Geneva, Büsser wakes up at 5 a.m. to attend conferences and examine the latest items. 

“There’s one thing we can’t do from afar, and that is touching and experiencing the beautiful finished design, how it fits, how it looks, or how the light reacts with it,” he mentioned. “In Geneva, we’re in the workshops with the prototypes and working with the suppliers and the machines to figure out what’s possible.”

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