Time On Their Hands

If there is anyone who knows about surmounting challenges in these tough times, it is the founders of these independent watch companies who have carved a name for themselves in an industry dominated by conglomerates. They tell us about seeking the light at the end of the tunnel and how they are making the most of life in a lockdown.

- Lynette Koh

THE MAVERICK: MAXIMILIAN BÜSSER
MB&F

One of the most outspoken independents in the horology business is Maximilian Büsser, founder of MB&F, a Swiss brand best known for its out-of-this-world designs inspired by Büsser’s childhood imagination. In March, MB&F unveiled the Horological Machine No. 10 (HM10) Bulldog, a timepiece with a rounded, compact body of titanium or red gold and what may just be the coolest power-reserve indicator ever: the Bulldog has a jaw that opens to reveal sharp, shiny teeth when the watch is fully wound. As the power reserve of 45 hours winds down, it starts to shut.

A global pandemic, of course, is not an ideal time for any brand to launch a new watch – especially for independent companies that may not have the same kind of financial backing as conglomerate owned brands do. Nonetheless, Büsser shares that there is always a silver lining.

“Our HM10 Bulldog launch on March 24 was arguably one of our most successful ever. Virtually no brand launched a piece in the two weeks before ours so the media was probably happy to finally have something to sink their teeth into. It gave us incredible visibility. The HM10 Bulldog is super cool – if I do say so myself – but I am not sure if we would have gained that much traction in normal times.”

The Dubai-based Swiss entrepreneur shares his thoughts on adapting to the Covid-19 crisis, life in lockdown, and man’s best friend.

MANY MB&F CREATIONS ARE INSPIRED BY THINGS SUCH AS SPACESHIPS AND CARS, WHICH YOU HAVE LOVED SINCE CHILDHOOD. DID YOU HAVE AN ACTUAL DOG IN MIND WHEN CREATING THE HM10?