In the world of haute horology, where tradition often reigns supreme and innovation inches forward with cautious steps, MB&F is a glorious anomaly. Nestled in the heart of Geneva, this small but fiercely imaginative watchmaking atelier has become known as the “M.A.D.House”—an apt moniker for the Mechanical Art Devices that emerge from within its walls.
Founded in 2005 by industry renegade Maximilian Büsser, MB&F (Maximilian Büsser and Friends) is more than just a watch brand—it is a kinetic art collective, a horological playground, and perhaps, most importantly, a rebellion. In a landscape dominated by centuries-old maisons with deeply entrenched rules, MB&F gleefully breaks them.
The M.A.D.House isn’t chaos
“It’s controlled madness. That’s where the magic lives.”
— Maximilian Büsser
A LABORATORY DISGUISED AS A WORKSHOP
Step inside MB&F’s Geneva headquarters, and you’re greeted not by the austere silence of a conventional watch factory, but by an environment buzzing with the energy of collaboration and curiosity. The décor is more science-fiction studio than Swiss manufacture: glass-encased machines, conceptual art, and steampunk-like sculptures litter the space, evoking a mechanical dreamscape.
Employees don’t work in isolated stations; they operate like a troupe of inventors, often huddling together to troubleshoot bizarre new complications or prototype otherworldly case designs. Watchmakers, designers, and even external artists come together here, blurring the lines between function and fantasy.
HOROLOGY TURNED ON ITS HEAD
This madness has given rise to some of the most visually and mechanically radical timepieces of the 21st century. The Legacy Machine series, with its suspended balance wheels and domed crystals, pays homage to classical watchmaking while giving it a bold, sci-fi twist. Meanwhile, the Horological Machines (HMs)—with shapes resembling spaceships, jellyfish, or 1970s supercars—seem to defy the very idea of what a wristwatch should be.
These are not just timekeepers—they are kinetic sculptures, each designed to provoke emotion and spark imagination. The HM7 Aquapod, for instance, draws inspiration from a jellyfish, with a central flying tourbillon under a towering sapphire dome. It’s not subtle. It’s not supposed to be.
MB&F’s creations often polarize traditionalists. Some critics have dismissed them as novelties or “toys for rich men.” But to Büsser and his “Friends,” that critique misses the point entirely.
THE FRIENDS BEHIND THE NAME
MB&F’s unique approach extends beyond its in-house team. The “F” in MB&F—“Friends”—represents a growing circle of external collaborators, including independent watchmakers, artists, and engineers. These aren’t hired hands; they are co-conspirators.
One of the brand’s most famous collaborations is the “Medusa” clock, developed with clockmaker L’Epée 1839. Resembling a glowing, tentacled sea creature, it looks like it swam out of a science fiction novel. It tells time, yes—but it also challenges the viewer to redefine what timekeeping can look like.
This openness to external creativity has kept MB&F on the bleeding edge of innovation and helped the brand punch far above its weight in influence and visibility.
M.A.D. EDITIONS: MAKING THE UNEXPECTED ACCESSIBLE
In 2021, MB&F introduced M.A.D. Editions, a new line designed to make the brand’s avant-garde creations more accessible. The first release, the M.A.D.1, featured an innovative upside-down movement and lateral time display, offering an affordable entry point into MB&F’s world of mechanical artistry. The M.A.D.1 was an immediate success, selling out rapidly and proving that there was strong demand for MB&F’s bold design philosophy at a more accessible price point.
Building on this success, MB&F launched the M.A.D.2 in March 2025, further expanding the reach of the brand’s creative vision. Designed by Eric Giroud, the M.A.D.2 draws inspiration from 1990s club culture, featuring raised subdials resembling DJ turntables and a central dial that mimics the grooves of a vinyl record. Powered by the La Joux-Perret G101 movement and enhanced with a bespoke jumping hour module, the M.A.D.2 brings even more innovation to the M.A.D. Editions line.
Priced at CHF 2,900 (excluding taxes), the M.A.D.2 was available through a raffle system, continuing MB&F’s commitment to accessibility. The watch came in two striking colorways—green and orange— with the orange edition exclusive to the MB&F Tribe and Friends.
Together, the M.A.D.1 and M.A.D.2 showcase MB&F’s ability to bring its signature creativity and boldness to a wider audience without compromising on the brand’s ethos of pushing the boundaries of watchmaking.
For more information about the M.A.D.2, please visit the official MB&F website.
