Haute News: Chanel Takes A 25% Strategic Stake In 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.

Adrienne Faurote

Editor in Chief · Haute Time

As a former New Yorker, now a “Miamian,” Adrienne Faurote joined Haute Living in August of 2021. She currently serves as the Haute Media Group Editor-in-Chief, overseeing all editorial platforms within the Haute Media Group while also maintaining her role as Fashion, Jewelry & Watch Director. Prior to her position at Haute Living, Faurote was the Market Editor at Marie Claire Magazine US, amassing over ten years in the industry, becoming an authoritative voice in all things fashion, jewelry, and watches.