Maximilian Büsser: Design Tangents Episode Eleven
The punk rock provocateur of Swiss watchmaking on creating to fulfill your own desires
Our latest Design Tangents podcast guest, Maximilian Büsser (who we have known for more than 15 years) is nothing less than a renegade in the very traditional Swiss watch world. As the founder of MB&F he’s continued to surprise and delight watch and clock collectors globally with his visionary pieces—and draw attention to historic partners. In 2014, Büsser was the subject of a COOL HUNTING Video, and one year later we collaborated with the pioneering provocateur on a COOL HUNTING Edition Starfleet Machine. His work manages to be both futuristic and nostalgic—bound by a sense of wonder. Celebrating Swiss watchmaking, human craftsmanship, and mechanical art, MB&F’s creations are much more than time-telling machines (though they do that too).
Büsser began in the traditional watch industry. As a child, he thought he’d be a car designer and studied engineering. However, he ended up at the prestigious maison Jaeger-LeCoultre, back when it was a small brand and at a time when the world did not know what to do with mechanical watches. After seven years at Jaeger-LeCoultre, several as its CEO, he moved to luxury powerhouse Harry Winston, where he began to amass considerable success. “Watchmaking saved me,” he tells us. “It gave me a family. It gave me a life. It gave me a purpose,” he says.
Stop creating to please people. Try to create for yourself.
Maximilian Büsser
However, there was a disconnect between his success at Harry Winston, his relationship to his own father, and his desire to do what he believes in and be proud of it. He started to imagine a small, disruptive company of his own. In 2005, he stepped away from the mainstream and began to redefine what watches could be. “MB&F is a life decision,” he tells us. “It is not a business decision.”
Büsser is full of advice. “Stop creating to please people. Try to create for yourself,” the entrepreneur says. “That’s not something you’re brought up on. I want to create something that I love.” Büsser adds that, at first, he didn’t know what he loved and part of the process with MB&F has been uncovering it. To learn more about what’s inspired him, how he has upended the industry and what he hopes for the future of the brand, listen in to Design Tangents now.
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Design Tangents is presented by Genesis and produced and edited by SANDOW Design Group. Special thanks to the podcast production team: Rob Schulte and Rachel Senatore and to Amber Lin for creating our show art. Discover more design podcasts from SURROUND at surroundpodcasts.com.
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