MB&F has announced a significant partnership with Chanel, which has acquired a 25% stake in the company. Despite the new investment, MB&F’s founder, Maximilian Büsser, retains the majority ownership with 60%, while Serge Kriknoff, the Head of R&D and Production, holds 15%. The leadership team, including Büsser, Kriknoff, Charris Yadigaroglou (Head of Marketing Communications), and Thibault Verdonckt (Head of Sales), will continue to guide the company.

Chanel’s minority stake is seen as a strategic move that will bring stability and resilience to MB&F, aligning with the shared values of both brands and ensuring that MB&F’s long-term strategy remains intact. Büsser emphasized the importance of this partnership, noting that it was a necessary step to secure the future of MB&F as it approaches its 20th anniversary. “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,” added Büsser in a statement.

Frédéric Grangié, President of Chanel Watches & Fine Jewellery, expressed his enthusiasm for the partnership, saying, “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”.

Of the move, Revolution’s resident business analyst Oliver R. Müller added, “It is a very strong and positive signal that both brands are sending out. MB&F is fostering its future with a strong strategic partner and Chanel is making another long-term investment into independent watchmaking after having taken minority stakes at F.P. Journe and Romain Gauthier. Good news for the future of MB&F, a creative lab that became a brand and achieved CHF 42m in sales last year.”

MB&F launches podcast, a new LM Sequential, and “The Minimilians”

MB&F has been on a roll in the last couple of months alone, having recently launched a first podcast season, a new LM Sequential Flyback, and a new series of collectibles called “The Minimilians”. This collection of alien-like figurines each feature a unique design that mirrors the distinct characteristics of MB&F’s timepieces, such as the pop-out eyes of the Minimilian Frog and the aviation-inspired Minimilian Thunderbolt. These figurines are a tribute to “The Tribe,” MB&F’s owners club, as a token of gratitude for their support.

Any MB&F watch registered with The Tribe, whether new or from the secondary market, will come with a corresponding Minimilian figurine. This initiative also retroactively applies to the approximately 1,600 watches already registered, with deliveries already underway. 

In May, MB&F announced the launch of the LM Sequential Flyback Platinum in a limited edition of just 33 pieces. This new edition differs from the 2022 sportier EVO launch with its classic Legacy Machine style. It now includes a domed dial in white lacquer, blued hands, a sky-blue dial plate, and a platinum case with screwed lugs. The hours and minutes dial is tilted toward the wearer for enhanced legibility, achieved through conical gears.

MB&F’s LM Sequential EVO was designed by Stephen McDonnell, and made waves as the brand’s first-ever chronograph, winning the prestigious GPHG “Aiguille d’Or” award in 2022. This dual chronograph was lauded for its innovative design, addressing flaws in traditional chronographs and introducing unique timing modes like independent, split-second, lap-timer, and cumulative — but now with a flyback function, allowing the chronograph to stop, reset, and restart with a single button press.

In June, MB&F launched the first two episodes of their new podcast, “Tales from the Tribe”. The new venture marks MB&F’s upcoming 20th anniversary and their vibrant community of collectors, known as The Tribe. The podcast, hosted by Büsser, spotlights passionate individuals to share their life stories, careers, and insights into what drives their creativity and love for horology.

Each monthly episode will feature a different Tribe member, covering diverse topics such as venture capital, health, creativity, technology, and style. “Tales from the Tribe” is available on major platforms, including Spotify, Apple Podcasts, and YouTube.