“I was totally terrified. I thought nobody was ever going to buy this piece, and it was basically going to kill our company.” It turns out that Max Büsser’s fears about the MB&F HM4 (for Horological Machine) were unfounded. In 2019, the New York Times cited the radical wristwatch as one of the 10 timepieces that have shaped modern watch design. The aviation-inspired HM4 was awarded Best Concept & Design Watch at the Grand Prix d’Horlogerie de Genève when it debuted in 2010, and Büsser now hails the near-death experiment in watchmaking as the most important timepiece in his brand’s history.
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