Chanel and MB&F Partnership

In a significant move for the luxury watchmaking industry, Chanel and MB&F (Maximilian Büsser & Friends) have announced a strategic partnership that marks a new chapter in the evolution of high-end horology. Chanel has acquired a 25% stake in MB&F, an independent watchmaking brand known for its radical and innovative designs. This partnership not only highlights Chanel’s commitment to advancing the craft of watchmaking but also ensures the long-term sustainability and creative independence of MB&F.

Founded in 2005 by Maximilian Büsser, MB&F was the world’s first-ever horological concept laboratory. The brand is dedicated to pushing the boundaries of traditional watchmaking by creating 3-D kinetic art that deconstructs conventional timepieces. "It was our responsibility, in today’s very favourable context and with our management team in its prime, to take this major step to ensure our long-term future," said Büsser, underscoring the significance of this partnership as MB&F approaches its 20th anniversary.

The decision by Chanel to invest in MB&F is part of a broader strategy to support and nurture independent luxury specialists. Chanel has a history of acquiring stakes in high-end watchmaking brands, having previously invested in Romain Gauthier in 2011 and F.P. Journe in 2018. These investments are in line with Chanel’s long-term vision to preserve and develop expert "savoir-faire" within the luxury watchmaking industry. "We are delighted to sign a strategic partnership with MB&F, who share the same values of independence, creativity, and excellence," commented Frédéric Grangié, President of Chanel Watches & Fine Jewellery.

MB&F’s creative philosophy and business model have been instrumental in its success. With over 20 calibres forming the foundation of its acclaimed Horological and Legacy Machines, MB&F has established itself as a trailblazer in the world of luxury watches. In 2023, the company reported revenues of CHF 45.4 million and produced 419 MB&F wristwatches, a testament to its dedication to craftsmanship and innovation. Moreover, MB&F expanded its reach by launching a more accessible brand, M.A.D.Editions, in 2021, which currently manufactures approximately 3,500 pieces annually.

The partnership with Chanel offers MB&F the opportunity to access Chanel’s extensive ecosystem and network of specialized suppliers while maintaining its independence. "The investment by Chanel will strengthen our operations by providing access when needed to their wider ecosystem and network of specialized suppliers," Büsser noted. This collaboration is designed to ensure that MB&F can continue to pursue its unique creative vision without succumbing to external pressures on growth or compromising its artistic integrity.

Chanel’s involvement in high-end watchmaking dates back to 1987, when the fashion house established its watch design studio on Place Vendôme in Paris. Since then, Chanel has invested heavily in its watchmaking capabilities, including the acquisition of G&F Châtelain Manufacture in La Chaux-de-Fonds, Switzerland, in 1993. This acquisition enabled Chanel to integrate the highest levels of craftsmanship into its timepieces, further solidifying its reputation in the luxury watch market.

Chanel’s partnership with MB&F is more than just a financial investment; it is a strategic alliance that reflects the shared values of both brands. MB&F has always prided itself on being an independent company that operates at the intersection of art and horology. Its watches are not merely timekeeping devices but are considered pieces of kinetic art that challenge traditional notions of what a watch can be. This ethos aligns perfectly with Chanel’s commitment to innovation, creativity, and the highest standards of craftsmanship.

As MB&F continues to innovate and push the boundaries of watchmaking, the partnership with Chanel will undoubtedly provide the brand with the resources and support necessary to explore new creative avenues. The investment will allow MB&F to focus on what it does best: creating revolutionary timepieces that defy convention and inspire the imagination.

Chanel, on the other hand, reaffirms its position as a leader in the luxury industry by aligning itself with a brand that embodies the spirit of innovation and creativity. This partnership is not only a testament to Chanel’s dedication to preserving and promoting expert craftsmanship but also a clear indication of its commitment to investing in the future of high-end watchmaking.

For more information: www.chanel.com ; www.mbandf.com ; @chanel ; @mbandf