A Wacky Take on Time

Maximilian Büsser founded MB&F to radically change watch designs. Keeping the firm artisanal is essential to maintain that creative edge, he says.

- Pavan Lall

SWISS WATCHMAKER

Maximilian Büsser & Friends (MB&F) makes less than 300 pieces a year. But they are so edgy that their buyers have to be brave and deep pocketed. Founder Maximilian Büsser, who is half-Parsi and has roots in Mumbai, is a former employee of the luxury jeweller and timepiece company Harry Winston. Fortune India caught up with him in Basel, Switzerland. Edited excerpts:

WHAT LED YOU TO CREATE MB & F?

After my father passed away, I realised that having regrets on your last day is the worst feeling. So I decided to create a brand with my crazy, non-commercial ideas. But MB&F is small and will stay that way.

DEFINE THE MB & F CULTURE