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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

Fratello Favorites: The Best Watches Of 2025 - Daan’s Picks From MB&F;, Parmigiani Fleurier, Tissot, And More Fratello
Parmigiani Fleurier Tissot Dec 16, 2025

Fratello Favorites: The Best Watches Of 2025 - Daan’s Picks From MB&F;, Parmigiani Fleurier, Tissot, And More

Finally, it’s my turn to tell you about my picks for the best watches of 2025. Several of my colleagues have already published theirs. Some chose watches that I’d also scribbled down for my list. Luckily, though, there were many great releases this year, so I’m happy to report that I can still highlight five […] Visit Fratello Favorites: The Best Watches Of 2025 - Daan’s Picks From MB&F;, Parmigiani Fleurier, Tissot, And More to read the full article.

Introducing: Schaefer & Companions Solune Grand Art Marqueterie - Straw You Can Actually Clutch At Fratello
MB&F; Nov 26, 2025

Introducing: Schaefer & Companions Solune Grand Art Marqueterie - Straw You Can Actually Clutch At

You’re familiar with Max Büsser and his friends. The creations MB&F; produces are incredible, wondrous, and imaginative, but they’re also out of reach for the majority of watch enthusiasts. Let me introduce you to Schaefer & Companions, a brand recently founded in Le Locle that positions itself as an artistic platform. Christophe Schaefer, the brand’s […] Visit Introducing: Schaefer & Companions Solune Grand Art Marqueterie - Straw You Can Actually Clutch At to read the full article.

Architect, Reimagined: The MB&F; HM11 Art Deco SJX Watches
MB&F; Nov 18, 2025

Architect, Reimagined: The MB&F; HM11 Art Deco

MB&F; opens Dubai Watch Week with a thematic reinterpretation of the HM11 Architect: the HM11 Art Deco. While the underlying structure remains the same, including the strangely satisfying rotate-to-wind case, the latest version goes all in on Art Deco motifs, from sunbeams and stained glass to ziggurats. The 20-piece limited edition also marks a subtle turning point: the growing influence of Maximilian Maertens, who has worked alongside Maximilian Büsser and Eric Giroud since joining the company as an intern in 2017. Initial thoughts Though ‘merely’ a new version of an existing watch, the HM11 Art Deco feels like a sign of things to come from MB&F;. The original HM11 design originated, as so many MB&F; products have, as a collaboration between Maximilian Büsser and designer Eric Giroud. But Mr Büsser is not the only Maximilian to leave an imprint on the HM11 Art Deco; that would be the brand’s Senior Industrial Designer, Berlin-based Maximilian Maertens. Mr Maertens joined MB&F; as an intern in 2017, and has worked on a number of larger objects including the Orb clock made in collaboration with L’Epée 1839. Mr Giroud will no doubt remain as critical as ever, but the growing impact of Mr Maertens is something to watch as MB&F; builds for the future. Tangibly, the Art Deco is much the same watch as the HM11 Architect that debuted two years ago, with its novel rotate-to-wind case and movement. But while everything else seems to have gotten more expensive since 2023, th...

Introducing - A Special MB&F; LM Perpetual EVO and a New LM Perpetual Baguette for Seddiqi’s 75th Anniversary Monochrome
MB&F; Oct 22, 2025

Introducing - A Special MB&F; LM Perpetual EVO and a New LM Perpetual Baguette for Seddiqi’s 75th Anniversary

Ahmed Seddiqi & Sons is the leading watch and jewellery retailer in the United Arab Emirates and the name behind the biennial Dubai Watch Week, now a major event on the industry’s calendar. Marking its 75th anniversary this year, several partner brands have celebrated the event with special editions. Having enjoyed the support of Ahmed […]

Friends in Dry Places: MB&F; Marks 75 Years of Seddiqi SJX Watches
Casio n MB&F; has developed Oct 22, 2025

Friends in Dry Places: MB&F; Marks 75 Years of Seddiqi

MB&F; has generated a lot of attention this year with a number of new releases celebrating the brand’s own 20th anniversary. Today MB&F; celebrates the 75th anniversary of one of its early champions and long-time retail partners, Ahmed Seddiqi & Sons, one of the most influential retailers in the Middle East, best known for organising Dubai Watch Week. To mark the occasion, MB&F; has developed two new limited edition models of its groundbreaking perpetual calendar, the Legacy Machine Perpetual EVO, on a sporty rubber strap, and the Legacy Machine Perpetual Baguette Diamonds, which is the first LM Perpetual to feature a gem-set bezel. Both models wear the typical Legacy Machine (LM) look and feature a vibrant blue colour used once before for another Seddiqi collaboration. Each watch is extremely limited; the titanium EVO will be a limited edition of just seven pieces, while only five pieces will be made of the steel version with its baguette-set bezel. Initial thoughts It’s a big year for milestone anniversaries, which is a good thing for watch collectors who are unusually spoiled for choice. That’s especially true for clients of Seddiqi, who can choose between two appealing new variants of one of the most intellectually compelling perpetual calendars on the market. They say it’s good to have friends in high places, but evidently it’s also good to have friends in dry places. Speaking about MB&F;’s long-term relationship with Seddiqi, founder Maximilian Busser noted,...

SJX Podcast: MB&F; Gives Away Anniversary Editions SJX Watches
MB&F; Oct 13, 2025

SJX Podcast: MB&F; Gives Away Anniversary Editions

On episode 13 of the SJX Podcast, Brandon Moore and SJX discuss MB&F;’s decision to give away 20 free watches – 10 pieces of a new LM101 Longhorn for Tribe members and 10 pieces of a matching M.A.D.1S for prior raffle registrants. It’s a move that’s generated a lot of buzz, and a little bit of consternation, but regardless it’s a remarkable offer from one of the more successful independent brands of its era. Also discussed is the A. Lange & Söhne Richard Lange Jumping Seconds which just got upgraded with a new solid 18k pink gold dial. Is it still competitive nearly a decade after launch? Listen on Apple Podcasts, Spotify, and Youtube.  

MB&F; Continues their Anniversary Celebration with a Pair of Raffles Worn & Wound
MB&F; Oct 1, 2025

MB&F; Continues their Anniversary Celebration with a Pair of Raffles

In celebration of their 20th anniversary, the self-proclaimed “world’s first horological concept laboratory”, MB&F;, has a slate of special editions to remind the world of their experimental timepieces that push the boundaries of watchmaking (and watch wearing). Named for founder Maximilian Büsser (and friends), the brand’s back-catalog of inventive pieces has been plundered, with a total of 20 limited edition watches to be given away to the lucky few. The catch here is that instead of making the limited editions available commercially, MB&F; will be holding two raffles, each yielding 10 watches to 10 lucky winners.  The first of the two raffles is more exclusive, being open only to “Tribe” members; aka, current owners of MB&F; watches. Becoming a Tribe member requires registering your MB&F; watch, and opens the door to special editions, collectibles, warranty extensions, and other perks. This Tribe-exclusive raffle promises winners one of 10 limited edition LM101 Longhorn pieces. The LM101 is among the most prized “Legacy Machine” watches MB&F; makes, and the Longhorn case is seen infrequently in MB&F;’s catalog, and is perhaps even more sought after. It’s named for its distinctive long lugs, here extending from a 40mm stainless steel case. The colorway is sober silver with black subdials and blue accents on the hands. A caseback inscription on the reverse side reads “Fortune Favors the Bold”.  The second raffle is tied directly to the much more acces...

MB&F; LM101 and M.A.D.1S Giveaway for 20th Anniversary SJX Watches
Casio n Ten pieces Sep 30, 2025

MB&F; LM101 and M.A.D.1S Giveaway for 20th Anniversary

It might seem like every brand is celebrating some sort of anniversary in 2025. Indeed, several of the year’s best releases have been tied to a major anniversary of some kind. Marking its own 20th anniversary, MB&F; has already released a several new models but has seen fit to do something else suitably outrageous, and is set to give away ten pieces each of the LM101 Longhorn 20th Anniversary (pictured above) and M.A.D.1S 20th Anniversary, new models developed especially for the occasion. Ten pieces of each watch will be given away following a raffle in October. Registered members of the Tribe, an MB&F; owners club, will be entered for a chance to win the LM101, while those who have previously put their name in for a M.A.D. Edition will have a chance to win the M.A.D.1S. The M.A.D.1S 20th Anniversary Initial thoughts The concept of deciding allocations of low-volume watches via a lottery system is one that gained acceptance during the heady days of the pandemic; MB&F; has been something of a pioneer in this regard. But ordinarily the raffle offers a chance to buy a watch, rather than a complimentary giveaway. In normal circumstances it would be difficult to rationalise a free giveaway like this, since to some extent the luxury industry is held up by the notion of exclusivity born of high prices. But MB&F; is not a typical luxury brand, and has approached the raffle in a sensible way. The limited production of both watches, just 10 pieces of each, will create a different kind...

Just Because - The MB&F; LM101 Longhorn & M.A.D.1S 20th Anniversary Pieces… That Will Be Offered! Monochrome
Jaeger-LeCoultre Sep 29, 2025

Just Because - The MB&F; LM101 Longhorn & M.A.D.1S 20th Anniversary Pieces… That Will Be Offered!

In 2005, a man with a vision created a brand that would become one of the greatest successes of the independent watchmaking scene. Max Büsser, coming from Jaeger-LeCoultre and Harry Winston, decided to fly solo and gave life to something unique, something that went beyond traditions, a horological concept laboratory, a venture inviting friends to […]

MB&F; Debuts the LM101 EVO Worn & Wound
Hublot who basically invented Sep 9, 2025

MB&F; Debuts the LM101 EVO

There’s a style of watch that I’ve grown particularly fond of over the last few years, and I sometimes find it hard to articulate why. The high end, exotic independent on a rubber strap calls to me like the Sirens. There’s something about the mix of high and low that appeals to me, I think, as it does with everything else I like, from Monty Python to the films of Bong Joon-ho. I also just find a good rubber strap to be one of the most comfortable ways to wear a watch, particularly (but not exclusively) in the warm weather months. And so I’ve nursed a years-long appreciation for Hublot (who basically invented this idea) and have a watch box disproportionately tilted to watches that give me the same feeling (a pair of Arcanauts, and a Bel Canto that lives on rubber year round spring to mind). It should not be surprising, then, that MB&F;’s EVO line has become a personal favorite. The EVO series of watches take Legacy Machine pieces (conceived as MB&F;’s collection inspired by classical watchmaking) and give them a sporty treatment, replacing leather straps with rubber, and adding water resistance and screw down crowns. It makes a ton of sense to create “everyday wear” versions of these watches (if you’re spending into the six figures on these pieces, I imagine you’d want to wear them more frequently, right?) and making them more casual and sporty in appearance is such a natural idea it’s almost hard to believe these haven’t existed from the beginning. N...