Chanel strengthens its presence in high-end watchmaking through a strategic investment in Swiss luxury watchmaker MB&F.
Chanel continues to make bold moves in the luxury watchmaking sector, announcing on Thursday that it has acquired a 25% stake in the prestigious Swiss watch manufacturer MB&F. While the financial details of the deal remain undisclosed, this investment signals a significant step for Chanel as it further solidifies its position in the high-end watchmaking world.
MB&F, short for “Maximilian Büsser and Friends,” was founded in 2005 and quickly gained a reputation for its innovative and artistic approach to timepieces. The company, known for creating kinetic sculptures that double as watches, has produced over 20 unique calibers, blending avant-garde designs with precise Swiss craftsmanship. MB&F’s “machines” range from wristwatches to desk clocks, often featuring organic or futuristic elements that challenge traditional watchmaking conventions. Among their achievements, the Legacy Machine Sequential Evo won the coveted Aiguille d’Or grand prize at the Grand Prix de l’Horlogerie de Genève in 2002, cementing the brand’s status as a leader in innovation.
With this investment, Chanel reinforces its commitment to preserving and advancing artisanal watchmaking. Frédéric Grangié, Chanel’s president of watches and fine jewelry, described the move as part of the brand’s long-term strategy to support specialist expertise and maintain a strong foothold in the high-end timepiece market.
Despite Chanel’s new ownership stake, MB&F’s founder, Maximilian Büsser, and his business partner, Serge Kriknoc, will retain control of the company, holding 60% and 15% stakes, respectively. Büsser will continue to lead MB&F, ensuring the company remains creatively independent while benefiting from Chanel’s vast watchmaking resources when necessary. The existing leadership team, including Kriknoc, Charris Yadigaroglou, and Thibault Verdonckt, will also stay in place, continuing to steer MB&F’s creative and sales efforts.
This partnership with MB&F is the latest in a series of strategic investments Chanel has made in the watch industry. The brand has a history of cultivating relationships with high-end watchmakers, starting with the launch of its Première watch in 1987 and the acquisition of G&F Châtelain in 1993. Chanel has also invested in Bell & Ross, Romain Gauthier, F.P. Journe, and Kenissi, positioning itself as a significant player in the luxury timepiece market while quietly supporting independent watchmakers.
As Chanel and MB&F embark on this new chapter, the collaboration represents a promising evolution for both brands, merging Chanel’s established legacy with MB&F’s innovative vision for the future of watchmaking.