Q&A: MB&F CEO Maximilian Büsser
1- Before you started MB&F, you worked for Harry Winston and Jaeger-LeCoultre, two great companies. What was the most important thing you learned and took with you to MB&F?
If I look back, I think I can say that I learned at JLC how to work and developed my passion for real horology, while at Harry Winston, I Iearned who I really am. Driving that company over seven years taught me of which metal I was made of. Both experiences definitely helped carve the MB&F story.
2- So you have introduced the HM1, HM2 and HM3 collections. All sold out right?
Gosh, not all pieces are sold out - wouldn't that be amazing if they were! The HM1 series is coming to completion - the first 80 movements out of 100 are indeed sold out, and that is why we crafted two limited editions of 10 pieces for the last 20 movements (the RS and Black). As far as HM2 (40 movements in 2009) and HM3 (80 movements in 2009), our whole production for this year is accounted for by our twelve retail partners, but that doesn't mean that they are all sold through yet. We take some enormous financial risks on our R&D budgets, which account to approximately 30% of our revenue. As the company develops always three movements at the same time, the costs are prohibitive, and knowing that our small yearly production is already taken care of, allows us a little relief when we commit to these projects.
3- What is your favorite Horological machine?
I don't want to sound corny, but it is always the next one I am working on. In this case HM6. I love all our creations and each one represents for me a step in my life (professional and personal). One day in 7 seven years, I will be able to look back at 10 Machines, which will write the story of my decade. Probably at that point HM1 will seem like a distant memory (and will not relate to what I will be creating then), but it will always be the first piece which gave me the wish and courage to create my own company, to write my own story.
4- How many pieces of each Horological machine do you produce? Will you ever increase these numbers?
It all depends on the complexity and means necessary. On a pure financial basis, we need to achieve at some point in time 10 million US$ revenue to be able to invest approximately 3 million US$ in our yearly R&D budgets - the amount necessary to develop our most ambitious projects to date. So depending on the price points of our pieces, I would say that MB&F will never exceed 200 to 220 pieces a year (over three Machines).
5- What are you doing to grow or expand MB&F? Or are you already where you want to be?
This year we should craft approximately 140 Machines. The most important is that our production is always much lower than demand, so that not only the demand but also the resale value stay high. We do not want to go over 200 to 220 pieces, because that would mean hiring a much more important administrative staff, opening many more retailers, having to invest in advertising, etc, etc... - everything we DO NOT WANT TO DO!
6- Where do you see your brand in 10 years?
At the same point it should be in two years - with a difference. We do not want to grow, because our main passion is creating, not managing growth. MB&F is more a life decision than a business decision, and as such will remain "pure". Our secondary goal is to develop a business angel platform to help artisans, watchmakers or creators to launch their company or brand - as we already have the network, experience and trust factor with craftsmen, retailers and press, we could help others by benefiting from this.
7- When is the HM4 coming out? HM5? HM6? Any teaser photos?
Aha! HM4 is staged to come out summer of 2010 - HM5 in 2011 and at this point (if we can afford the development) HM6 in 2012.
Unfortunately no teaser photos, especially as HM4 will only be unveiled in over a year, but I can already say that it is widely inspired by those model airplanes I used to assemble at the age of ten...
8- What are some other watch brands you admire?
More than brands, I tend to admire the creators/watchmakers who invent and innovate : for example, Felix Baumgartner at Urwerk, Denis Flageollet & David Zanetta at DeBethune, Vianney Halter, F.P. Journe, Beat Haldimann and many others!
9- Aside from the beautiful and out-of-this-world looks, what makes MB&F timepieces so great?
I would never dare say that our pieces are great, but I will say that we have assembled amongst the best independent engineers, craftsmen and watchmakers in Switzerland to make our "Machine" come to life. It is important to say that our goal is not to improve on the performance of modern movements (no silicium, no oil free escapements, no carbon, etc...), but on the contrary by using the original historical horological traditions to build our three dimensional time giving machines. A good tree needs roots to grow, and our roots are steeped in an incredibly rich 250 year old history of watch making. That is probably why many observers tend to describe our pieces as pieces from a Jules Verne novel...
10. Do you use distributors or do you sell directly to customers?
Our Machines are solely retailed through 12 independent retail partners around the world. In countries where we do not have a retailer, we will exceptionally agree to sell directly to a customer, if that is what he wishes.
Thank you for the interview Maximilian!
