Major industry news this morning as Chanel has announced a strategic partnership with the high-end creative watchmaker MB&F.
In a landmark move that underscores the evolving landscape of luxury watchmaking, Chanel has announced a strategic partnership with the high-end creative watchmaker MB&F, acquiring a 25% stake in the Geneva-based brand. This alliance, revealed on August 22, 2024, marks Chanel’s continued commitment to preserving and advancing the art of fine watchmaking.
MB&F (Maximilian Büsser & Friends) was established in 2005 as the world’s first horological concept laboratory. Renowned for its radical approach to watchmaking, MB&F has consistently pushed the boundaries of traditional horology, transforming timepieces into three-dimensional kinetic art. Under the visionary leadership of founder Maximilian Büsser, the brand has cultivated a reputation for innovation, blending micro-engineering with avant-garde design to create watches that are as much about artistic expression as they are about telling time.
Chanel’s decision to invest in MB&F aligns with its long-term strategy of partnering with luxury specialists to safeguard and develop expert craftsmanship. This latest acquisition is part of a broader initiative by Chanel to foster an ecosystem of high-end watchmakers, which began with investments in Romain Gauthier in 2011 and F.P. Journe in 2018. These strategic stakes have allowed Chanel to nurture a network of independent yet connected luxury brands, all of which contribute to preserving traditional watchmaking expertise while driving innovation forward.
Maximilian Büsser, who retains a 60% majority stake in MB&F, will continue to steer the creative and managerial direction of the brand, ensuring that its independent spirit remains intact. His partner, Serge Kriknoc, who owns 15% of the company, alongside key management figures Charris Yadigaroglou and Thibault Verdonckt, will remain integral to MB&F’s operations. The partnership with Chanel SARL, Chanel’s Swiss entity, is designed to strengthen MB&F’s long-term future, providing access to Chanel’s extensive network of specialized suppliers while maintaining the brand’s autonomy and unique creative vision.
Frédéric Grangié, President of Chanel Watches & Fine Jewelry, emphasized the shared values that underpin this partnership, stating, “We are delighted to sign a strategic partnership with MB&F, who share the same values of independence, creativity, and excellence. This 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.”
As MB&F approaches its 20th anniversary next year, this collaboration with Chanel represents a pivotal moment in the brand’s evolution. It not only secures MB&F’s future but also enhances its ability to innovate, free from the pressures of rapid growth, while benefiting from Chanel’s industry expertise and resources.
