Launching MB&F’s first women’s time machine


MB&F, an acronym for Maximilian Büsser & Friends, was founded in 2015 as an artistic concept lab to bring together a creative collective of independent watchmaking professionals in the common pursuit of radical time machines. The resulting kinetic sculptures are triumphs of craftsmanship that restore magic to marking time, with designs ranging from biomorphic to futuristic. The brand has also established a community of ‘patrons’ and extends membership to owners of validated pre-owned pieces, thus integrating the concept of custodianship and longevity of precious machines existing outside of transient trends. MB&F retained our services to handle its press and public relations activities for France around the launch of MB&F’s first timekeeping machine for women, with a focus on developing brand awareness and visibility, as well as reinforcing relationships between MB&F and key media.


We began our collaboration with MB&F several months ahead of the actual launch of the brand’s first women’s timepiece.  We supported the brand at the SIHH (Salon International de la Haute Horlogerie) and organised one-on-one meetings with editors-in-chief and watch journalists of leading media and Maximilian Büsser. When the timepiece was launched in March 2019, we created buzz and excitement around the launch, formulating targeted pitches with brand narratives and story angles based on our expert knowledge of the media landscape in France.


Our campaign reinforced relationships between MB&F and key editors, digital influencers, tastemakers and opinion leaders. We were successful in showcasing the prominent position of MB&F in the women’s watch market specifically, and highlighting both the importance of sophisticated timepieces designed especially for women and the appeal of complications to today’s female collectors. Thanks to our extensive experience, technical expertise and network within the world of watches, we were successful in creating visibility for MB&F by creating much enthusiasm for the message among top-tier editors, and securing prominent and impactful brand features around the launch, which we used as a platform to communicate the universe and the core values of the brand and further develop brand awareness and visibility for MB&F in France.