Max Büsser, CEO of MB&F

janvier 17, 2019

“Best Baselworld ever”

Max Büsser, founder of the Swiss avantgarde boutique watch brand MB&F, shares his excitement about the upcoming edition of Baselworld and gives an outlook to 2019.

Mr Büsser, during the past weeks, Baselworld announced many new concepts and measures for the 2019 edition. What are your expectations of the show? 

Max Büsser: There is no doubt it is going to be our best Baselworld ever. We are finally in Hall 1.0 and have managed in Les Ateliers to bring together an amazing array of creative artisans. Retailers and press will have more time to share with us, and the customers and fans also.    

The industry is undergoing rapid changes. How do you perceive them? Where do they have the strongest impact? 

Max Büsser: Distribution, fairs, communication. We are at a pivotal moment of our industry. Social media has opened the way of communicating directly with end-consumers and everything will follow suit. Retailers will have to become media or else media will become the next retailers – it has already started. 

How do you – as a very specialised high-end brand – deal with these changes? How can they be addressed and how is this reflected in your products and through your distribution channels?  

Max Büsser: We have always been as close as possible to our retailers and clients. By travelling extensively so as to share face to face, by creating M.A.D. Gallery concepts around the world to showcase our love for kinetic and mechanical art or for example by working extensively on our secondary market, we are working on solidifying a bond which is already strong. 

What do Max Büsser & friends have up their sleeves for Baselworld 2019? 

Max Büsser: 2019 should be an exceptional year. Product wise, we are exploring new creative territories and taking a few more risks. As the company does not wish to grow since 2013 but sales have, we will continue to consolidate our retail partners and work closer than ever with them.