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Eric Giroud

Architect-trained Geneva designer behind MB&F\'s entire HM and LM series, plus Bovet, Manufacture Royale, Greubel Forsey commissions.

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MB&F HM12 The Guardian: The Robot Watch That Actually Transforms

MB&F's twelfth Horological Machine is a flying-tourbillon wristwatch that docks inside a 15 kg, nearly 400 mm tall transforming robot companion, and only 36 will ever exist

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The M.A.D.3 Vincent Calabrese Is MB&F's Most Historically Grounded M.A.D. Edition Yet

A jumping hour complication rooted in real independent watchmaking history, wrapped in the M.A.D.Editions formula

First Look - The MB&F; SP One, the First Chapter of the New Special Projects Collection Monochrome
MB&F; May 20, 2025

First Look - The MB&F; SP One, the First Chapter of the New Special Projects Collection

Founded in 2005 by Maximilian Büsser and counting on the participation of “friends” in the creative process, MB&F; has levitated around two main collections since its creation, but always with a rather radical concept and designs like nothing else on the market. First came the Horological Machines (with HM1 in 2007), futuristic watches inspired by […]

Hot Take: The New MB&F; SP One Is Classic MB&F; Yet Anything But Fratello
MB&F; May 20, 2025

Hot Take: The New MB&F; SP One Is Classic MB&F; Yet Anything But

What happens when one of horology’s most radical voices tries its hand at something classically elegant? You get the MB&F; SP One. At just 38mm across and 12mm thick, it’s the smallest and slimmest watch the brand has ever made. But don’t let that fool you. This might be a more compact, dress-watch-adjacent MB&F;, but […] Visit Hot Take: The New MB&F; SP One Is Classic MB&F; Yet Anything But to read the full article.

Hands On: MB&F; SP One SJX Watches
Bulgari May 20, 2025

Hands On: MB&F; SP One

With its fifth new model in as many months, MB&F; has been on quite the run to kick off its third decade. Fresh off the launch of the fun and affordable M.A.D.2, which followed closely on the heels of a collaboration with Bulgari and the introduction of the the Legacy Machine Longhorn editions, the brand has returned with the SP One, a contemporary take on the open-worked dress watch. Sleeker than the typical Horological Machine yet more avant garde than a Legacy Machine, the pebble-like SP One is the first model in a new “Special Projects” collection that packages the brand’s signature contemporary aesthetic in a smaller more wearable 38 mm footprint. The SP One joins the collection as a regular production model in either platinum or 18k rose gold. Initial thoughts Picking up the SP One for the first time, one is struck by the light and airy nature of the watch. On the wrist, the minimalist case almost disappears, making the the SP One something of a wrist-worn display case for the Y-shaped movement. This effect is accentuated with a brushed internal flange dubbed ‘the amphitheater’ that focuses attention on the spectacularly three-dimensional mechanical architecture. The smooth pebble-like case measures 38 mm and is just 12 mm thick, making it the most compact MB&F; watch to-date. The front and rear sapphire crystals are cambered to blend seamlessly with the case, giving the SP One the feel of a polished stone. Visually, the smoothness is emphasised by lugs that ...

The Highly Anticipated M.A.D.2 is Here Worn & Wound
MB&F; ’s total revenue Mar 18, 2025

The Highly Anticipated M.A.D.2 is Here

The M.A.D.Editions M.A.D.2 is finally here. This is, perhaps, the most inevitable release of the year. It’s like starting your series of space operas with “Episode IV,” you know that at some point V is coming (and, indeed, I-III, but we’ll save that conversation for another day). Following up one of the most discussed watches of the last few years is certainly no easy task, and the M.A.D.2 comes to market at a very different time than its predecessor, at least in terms of what’s desirable at the moment.  At this point, we all know the story: Max Büsser, in an effort to make something for his friends and collaborators who could likely never afford the high priced watches they helped him create, created a small batch of watches with an inverted rotor and an unusual time telling apparatus read from the side of the case. The M.A.D1 became a viral hit in the watch community, spawned a bunch of variants, and an improved “S” model just last year. Along the way, the M.A.D.Editions project became a brand unto itself, generating around 20% of MB&F;’s total revenue in 2024. And in the three short years since the first M.A.D.Editions watches appeared, the appetite for avant-garde and experimental designs at approachable price points has increased dramatically. In other words, M.A.D.Editions is no longer the only game in town (but they’re still the only affordable way to get a little bit of that Max DNA in a watch without spending tens of thousands of dollars, or mor...

MB&F;’s Affordable Editions Continue with the M.A.D.2 Eric Giroud SJX Watches
MB&F; ’s Affordable Editions Continue Mar 14, 2025

MB&F;’s Affordable Editions Continue with the M.A.D.2 Eric Giroud

Echoing its own contrasting approach to design, MB&F; is growing its affordable M.A.D. Editions with the addition of the more conventional M.A.D.2. Conceived by Eric Giroud, a longtime designer who designed the very first MB&F; watch, the M.A.D.2 has a 42 mm round case that contains a self-winding movement with a bidirectional jumping hour. Modelled on a DJ’s turntable, the M.A.D.2 debuts in two variants. Orange is available only to MB&F; owners, otherwise known as “The Tribe”, as well as “Friends”, associates and partners of the brand. Green will be available to the public and sold via an online raffle as was the case for earlier M.A.D. Editions. Initial thoughts Two things stand out about the M.A.D.2. One is that it’s a fairly conventional round watch, as opposed to the more exotic style of the M.A.D.1. This is a logical evolution of the affordable-MB&F; concept since it echoes the segmentation of MB&F;’s own catalogue between the sci-fi Horological Machines and classical Legacy Machines. The second notable aspect is that it’s Swiss made like the recent M.A.D.1S; the base movement is La Joux-Perret G101 while the jump hour module is also Swiss according to MB&F;. In contrast, the original M.A.D.1 was assembled in Switzerland with imported components, including a low-cost Miyota base movement (however, the Swiss G101 is actually based on a Miyota construction). While being “Swiss made” doesn’t make it a better watch or necessarily mean every component is m...

[VIDEO] The M.A.D.1S: First Impressions, and Scratching the MB&F; Itch Worn & Wound
MB&F; Feb 28, 2025

[VIDEO] The M.A.D.1S: First Impressions, and Scratching the MB&F; Itch

As a watch enthusiast, you inevitably come to admire certain brands and watches that you know, deep down, you’ll just never be able to own. It doesn’t take long in this hobby to become acutely aware that it’s insanely expensive, and there’s a whole miniature industry of watches that exist in absolutely untouchable realms. If you’re really lucky, maybe every so often you get a chance to see a watch in this class at an industry or collector event, but we’re talking about watches produced in the hundreds per year, max. They are genuinely rare. The odds of getting a glimpse of one of these super watches is always against you.  MB&F;, for me, has always been this brand. They are perhaps the watches I love the most that I have the smallest chance of ever actually owning. Trust me when I tell you I’ve made peace with that many times over, as most enthusiasts have with whatever watches or brands are truly out of reach. This hobby would be truly miserable, after all, if we let the disappointment of never actually being able to own a six figure watch ruin our day. So when the M.A.D.1 project surfaced a few years ago, I along with many other watch lovers got a shot of hope injected directly into their veins. Surely you know the story by now: Max Büsser, as a “thank you” gesture to his many partners and colleagues that have helped him create so many incredible but wildly expensive timepieces over the years, designed a watch that was made with the spirit of an MB&F;, ...

Introducing: Bvlgari And MB&F; Turn The Serpenti Into A Horological Machine Fratello
Bvlgari Feb 15, 2025

Introducing: Bvlgari And MB&F; Turn The Serpenti Into A Horological Machine

Of course, we can’t buy all the watches in the world, and not all watches are within our budgets. So, especially as someone who professionally writes about watches, I’ve learned to appreciate ones that are not in my financial scope or simply not my style. In some cases, that’s harder to do than in others. […] Visit Introducing: Bvlgari And MB&F; Turn The Serpenti Into A Horological Machine to read the full article.

Bulgari and MB&F; Collaborate on a Completely New Take on the Serpenti Worn & Wound
Bulgari Feb 10, 2025

Bulgari and MB&F; Collaborate on a Completely New Take on the Serpenti

Whenever Bulgari introduces a new Serpenti, we see a familiar chorus of articles and reactions, often but not always from male members of the watch media, opining on the possibility of a “Serpenti for men”. We don’t like to gender watches around here and firmly believe that anyone can wear anything they’d like, but there’s also no point in denying that the Serpenti, for its entire history, has been aimed squarely at the ladies market, and that the watch itself, insofar as it resembles a piece of fine jewelry, possesses a certain inherent femininity. So the thought experiment of what a Serpenti that is truly gender neutral or even designed for a male wrist has persisted (even though it’s perfectly fine for some watches to just be what they are). Today, through a collaboration with MB&F;, we get an answer, kind of.  The Bulgari x MB&F; Serpenti is an audacious reimagining of the core Serpenti idea, which is to interpret the body of a snake as a time telling device. MB&F;, of course, is the perfect collaborator for an endeavor like this. They’re no strangers to taking the essence of a living thing and turning it into a horological work of art. After frogs and bulldogs, the snake seems like a comfortable next step in populating  the MB&F; zoo.  The new creation, unlike a Serpenti Tubogas that is meant to wrap around a wrist, is worn like a traditional watch, at least in the sense that it consists of a case with a strap mounted to either end of it. That case though...

First Look - The Bulgari x MB&F; Serpenti, The Metamorphosis of an Icon into a Horological Machine Monochrome
Bulgari x MB&F; Serpenti Feb 10, 2025

First Look - The Bulgari x MB&F; Serpenti, The Metamorphosis of an Icon into a Horological Machine

Incredible things can happen when you put Bulgari’s designer extraordinaire and director of watchmaking, Fabrizio Buonamassa, and MB&F;’s visionary founder and creator, Max Büsser, in the same room. Joining forces for the second time, the dynamic duo has envisioned a new habitat for Bulgari’s iconic Serpenti that sheds its familiar feminine universe and takes possession […]

MB&F; and Bulgari Reimagine the Serpenti SJX Watches
Bulgari Reimagine Feb 10, 2025

MB&F; and Bulgari Reimagine the Serpenti

MB&F; turns 20 this year, and is celebrating in style with a number of new releases planned. The first was the launch of the Legacy Machine Longhorn editions just under a month ago, and today the brand has partnered with Bulgari to unveil the Bulgari x MB&F; Serpenti, a new take on the Italian jeweller’s iconic Bulgari creation. Available in three separate limited editions of 33 pieces each in titanium, rose gold, and steel (pictured above, left to right), the Serpenti takes on the provocative form of a serpent’s head, with the time read via rotating domes inside the creature’s “eyes”. Initial thoughts I’ve always appreciated the Bulgari Serpenti, arguably the only successful watch model to break with conventional bracelet design. So I was intrigued to see the brand’s collaboration with MB&F; dispense with the iconic spiral-shaped bracelet and focus instead on the serpent’s head. The intrigue of this Serpenti is centered on its case, which is understandably complex to create, given its flowing, organic shape and the need for enough precision to seal all five oddly shaped sapphire crystals well enough to earn a 30 m water resistance rating. With hinged lugs front and rear, the Serpenti will likely wear well on most wrists, despite its 18 mm thickness and 53 mm case length. The Serpenti is brought to life by a bespoke movement born from the HM10 Bulldog. Like its predecessor, the time is read via the “eyes” which are comprised of paper-thin aluminium domes; ...

L’Epée 1839 Makes their LVMH Watch Week Debut with a Clever New Watch Box Worn & Wound
MB&F; Jan 23, 2025

L’Epée 1839 Makes their LVMH Watch Week Debut with a Clever New Watch Box

When I was in middle school, my Saturday afternoons were my own. My younger brother played travel soccer, my dad was his coach, and my mom rarely missed a game, so just about every weekend in the Fall and Spring, I had the house to myself for a few hours. One of my favorite things to do during these reprieves from my family was to go up to my dad’s attic office, open up his watch box - a brown leather box that held five watches - and marvel at what I found inside. Something about that brown leather box communicated with perfect clarity that anything found inside it was to be treasured. That experience is probably no small part of why I love watches today, and a part of me is always looking to recapture the wonder I felt sneaking into my dad’s office and opening up his watch box. These days, it’s a harder experience to find, and I generally think a lot less about watch boxes - most of my watches either sit out on a felt pad on my desk or live in a set of retrofitted metal drawers from IKEA. Still, every so often, someone goes the extra mile and makes a watch box that’s hard to ignore. With their new acrylic Watch Box, L’Epée 1839 has done just that. If you know of L’Epée 1839, it’s probably from their clocks. And they’ve made some incredible clocks over the years; from very traditional carriage clocks to their collaborative pieces made with MB&F; (the Destination Moon is a personal favorite), L’Epée 1839 has consistently been a leader in Swiss cloc...