MB&F's 20th anniversary is the perfect moment to thank their community of watch lovers with something unprecedented—apparently a world-first in Haute Horlogerie: 20 very special timepieces to be won, compliments of MB&F. Yes, you read that right. This invitation extends not only to the brand's Tribe members—the ever-important owners of MB&F Machines—but also to the thousands of watch enthusiasts who have participated in the M.A.D.Editions raffles over the years.
Two Raffles and 20 Watches
There are two raffles: a total of 20 watches, each in a limited edition of 10 pieces, which will never be commercially available otherwise. These are genuinely unique pieces created exclusively for this celebration.
The first raffle is for MB&F's cherished Tribe members, who have been supporting the brand from its inception, making the MB&F adventure possible. Tribe members have a chance to win one of 10 very special LM101 Longhorn 20th Anniversary pieces. The LM101 Longhorn takes its name from its distinctive long lugs, also known as horns. These longer horns have only been featured previously on three MB&F pieces, and always for special occasions. Additional features include a stainless steel case and a silver, black, and blue colorway, similar to the LM Sequential Flyback and Perpetual Longhorn editions that launched the anniversary celebrations earlier this year. Flipping the LM101 Longhorn over reveals a message on the back sapphire crystal: "Fortune Favours the Bold"—a reminder of the rewards that can be reaped by daring to take a chance. A value that's incredibly dear to the brand.
Simultaneously, MB&F wanted to acknowledge their broader circle of fans. The second raffle—for a special M.A.D.1S 20th Anniversary—will draw 10 lucky winners among the thousands of watch enthusiasts who have participated in the M.A.D.Editions Raffles. Their names will be automatically entered into the draw. The 20th Anniversary edition is based on the M.A.D.1S, the latest iteration of the M.A.D.1 series, featuring a slimmer case and a Swiss-made La Joux-Perret G101 base movement. The colorway matches its LM101 Longhorn counterpart, with Roman numerals adorning the hours and minutes cylinder—a first for a M.A.D.Editions model. The case-back bears the same "Fortune Favours the Bold" message.
The draws will take place in October and will be supervised by a bailiff to ensure complete fairness. Because that's how things are done at MB&F.
MB&F: Two Decades of Glorious Madness
2025 marks the 20th anniversary of MB&F, and honestly, what a journey it has been. Twenty years of pure creativity, friendship, and yes—glorious madness.
The Beginning: One Man and a Crazy Idea
The MB&F story begins in 2005 with Maximilian Büsser (the "MB") and a handful of brave souls he called "Friends" (the "F"). Two decades later, MB&F has evolved into a thriving collective of nearly 70 team members, hundreds of Friends, 22 in-house calibres, nine GPHG awards, and a second brand called M.A.D.Editions, and a portfolio that's as wildly diverse as it gets.
Back in 2005, all Max had was a sketch and a dream. After leaving his high-powered corporate role at Harry Winston, he set off on a world tour to pitch a timepiece that didn't yet exist, from a brand no one had heard of. However, a few visionary retailers leaped: The Hour Glass in Singapore, Westime in Los Angeles, Ahmed Seddiqi in Dubai, Ghadah in Kuwait, and Chronopassion in Paris. They paid up front for the promise of something extraordinary—and became the brand's first retail "Friends."
Rewriting the Rules of Independent Watchmaking
In the early 2000s, the independent scene was barely a scene at all. Max had already begun to disrupt the landscape at Harry Winston with the Opus series. Still, with MB&F, he went further—building machines the industry had never seen before, pieces that blurred the line between timekeeping and kinetic art. The driving force? A belief captured in the brand's mantra: "a creative adult is a child who survived."
Twenty Years of Mechanical Insanity
The result is absolutely astonishing: approximately 4,500 timepieces across four main collections—Horological Machines, Legacy Machines, Performance Art, and Special Projects—each powered by one of 22 original calibres. Not to mention co-created clocks, music boxes, and the more democratic M.A.D.Editions.
Each machine has pushed boundaries. From the HM1's four-barrel engine to the LM1's flying balance. From the LM Perpetual's revolutionary mechanical processor to the LM Thunderdome's record-breaking triple-axis mechanism. From the HM10 Bulldog's "jaws" power reserve to the LM Sequential's patented Twinverter switch. And the architectural marvel of the HM11, whose rotating case lets you wind the movement and display the function of your choice—including temperature.
Stephen McDonnell: The Architect of Ingenuity
One name deserves special recognition: Stephen McDonnell. The Northern Irish watchmaker helped bring the first HM1s to life in 2007, but his true breakthrough came with the LM Perpetual—a complete rethinking of the perpetual calendar complication.
He followed that with the LM Sequential, introducing the Twinverter system and earning MB&F the 2022 GPHG Aiguille d'Or, the most prestigious award in independent watchmaking. The LM Sequential Flyback, launched in 2023, took that concept even further.
Friends Front and Center
In a world where brands used to hide their suppliers, MB&F did the complete opposite. From the start, "Friends" were front and center: watchmakers, designers, engineers, engravers, and casemakers. Among them are Eric Giroud, the independent designer who, along with Max, created the first two decades of Horological and Legacy Machines, as well as notable names such as Kari Voutilainen, Peter Speake, Jean-Marc Wiederrecht, Eric Coudray, and Stepan Sarpaneva.
Crediting these essential Friends wasn't just a nice gesture—it was foundational: "treat others like you'd like to be treated."
Co-creations & Performance Art
MB&F's collaborative spirit led to an entire genre of creations. Starting in 2009 with the first Performance Art piece at Only Watch, followed by the JwlryMachine with Boucheron, MB&F has partnered with artists such as Huang Hankang, engraver Eddy Jaquet, jeweller Emmanuel Tarpin, and watchmakers including H. Moser & Cie. and Bvlgari.
And then came the clocks. MB&F and L'Epée 1839 turned the forgotten world of table clocks into something thrilling—with rockets, jellyfish, robots, and spiders. Suddenly, clocks were cool again.
The Tribe
MB&F doesn't just craft watches—it builds connections. Every collector who registers an MB&F watch becomes a Tribe member, unlocking insider perks—from early access to M.A.D.Editions, to a matching Minimilian figurine, to invitations to special Gatherings hosted by Max and the team.
M.A.D.Editions: The Watch That Shouldn't Exist
In 2014, Max wanted to make a more affordable watch for friends and family. After years, the project was shelved. Then came Covid. MB&F revisited it as a thank-you to the Friends and Tribe, offering the M.A.D.1 to 500 of them.
The response was explosive. The watches disappeared instantly. The watch world was furious. Max had to issue a public apology and promised more. When the M.A.D.1 launched publicly with a raffle, over 18,000 people signed up. Since then, new versions, including the M.A.D.2—launched in 2025—, have continued the adventure.
M.A.D.Galleries and MB&F Labs
In 2011, MB&F opened its first M.A.D.Gallery on Geneva's Rue Verdaine to showcase its watches alongside other mechanical and kinetic art. The concept has expanded globally with full-scale M.A.D.Galleries and compact MB&F LABS, each designed by Voltige Design & Architecture with sculptural interiors and a distinctive blue lens that flips the world upside down.
Looking Ahead
As MB&F enters its third decade, the adventure continues. Berlin-based designer Maximilian Maertens, who began as an intern in 2017, is now co-leading creative projects, with the first Büsser-Maertens wristwatch set to debut in 2026.
In August 2024, Chanel became a new "Friend" of the brand, acquiring a minority 25% stake—a partnership that brings long-term security without compromising independence.
Twenty Years On: Still M.A.D.
Twenty years of mechanical insanity. Of believing in Friends. Of turning bold ideas into ticking realities. MB&F has helped redefine what independent watchmaking can be—transparent, collaborative, disruptive, and inspiring. Because MB&F has never been about just watches, it's been about creativity, imagination, community, and the pursuit of finding your true north. And if the past is anything to go by, the madness has only just begun.
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