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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

M.A.D. Editions Introduces the M.A.D.1S “Grow Your Dreams” Collection, a Collaboration with Artist Yinka Ilori Worn & Wound
MB&F; Aug 27, 2025

M.A.D. Editions Introduces the M.A.D.1S “Grow Your Dreams” Collection, a Collaboration with Artist Yinka Ilori

About a year ago, we got our first peek at the M.A.D.1S, a slimmer and far more wearable version of the original M.A.D.1. This week, we got the first new variant of that watch, a collaboration between the crew at M.A.D. and Yinka Ilori, a British artist and designer known for infusing public spaces with bright colors. The new M.A.D.1S “Grow Your Dreams” collection adds a healthy dose of Ilori’s aesthetic to the M.A.D.1 and gives us a look at how future limited editions and variants of M.A.D. Editions pieces might take shape as the brand grows.  At the outset, I think it’s important to acknowledge that M.A.D. Editions is indeed a brand unto itself at this point. What started as a one off project to reward longtime MB&F; collaborators with a cool watch to own in the same spirit of the high horology creations with a much lower price tag has morphed into what could really be called one of the most interesting microbrands going at the moment. I’m not sure if the team at M.A.D. Editions would necessarily self-identify as a microbrand, but of course in these pages it’s a compliment, and reflects a certain amount of ingenuity and creativity while remaining within certain guardrails and parameters around pricing and accessibility.  The “Grow Your Dreams” collection consists of three watches, each taking on a different theme derived from the natural world: Sun, Water, and Nature. All include pretty wild color combinations – there’s no watch here that could be du...

Introducing: The M.A.D.1S “Grow Your Dreams” Water, Nature, And Sun - A Collaboration With Artist Yinka Ilori Fratello
MB&F; Aug 27, 2025

Introducing: The M.A.D.1S “Grow Your Dreams” Water, Nature, And Sun - A Collaboration With Artist Yinka Ilori

Block September 2nd if you want to have a chance to wear a relatively affordable MB&F; collaboration watch on your wrist. On that day, at 2:00 PM CEST, the raffle for the M.A.D.1S “Grow Your Dreams” in three colorways will start. These M.A.D.Editions are the result of a collaboration with British-Nigerian artist and designer Yinka […] Visit Introducing: The M.A.D.1S “Grow Your Dreams” Water, Nature, And Sun - A Collaboration With Artist Yinka Ilori to read the full article.

MB&F; Turns to Yinka Ilori for the M.A.D.1S ‘Grow Your Dreams’ SJX Watches
H. Moser & Cie Elements Aug 27, 2025

MB&F; Turns to Yinka Ilori for the M.A.D.1S ‘Grow Your Dreams’

The accessibly priced, MB&F;-adjacent wristwatch returns as the M.A.D.1S ‘Grow Your Dreams’, a collaboration with Yinka Ilori, a British designer known for applying bright colors to furniture, architecture, and interiors. With three kaleidoscopic colourways – Sun, Nature, and Water – the new M.A.D.1S leans into the maximalist trends of the day, which suits the M.A.D.Editions sub-brand, and MB&F; in general, like a glove. Initial Thoughts I’m reminded of the H. Moser & Cie. Elements of Time we covered just last week. Like with those, the M.A.D.1S ‘Grow Your Dreams’ is a series of thematic, limited edition collaborations sold via online raffle. And of the flavours on offer here, my favourite is again the Water variant. Collaborations like this can often feel like a one-way street, but that doesn’t feel like the case here. It’s good to know Yinka Ilori was an active participant in the watch’s design, personally designing the stylised numerals on the hour cylinder. I’ll also point out Mr Ilori is the model in all of these wrist shots. As for my thoughts on his work, I own some tableware he designed a few years back – which sits in my cupboard, seldom used but often admired. “Water” The M.A.D.1 series in general are dubious as a value proposition; though they are very affordable for an MB&F;-ish watch, they are pricey for the segment. But that misses the point – few are cross shopping these with similarly priced offerings from Tudor or Longines, or ev...

Reflecting on Twenty Years of MB&F; SJX Watches
MB&F; Aug 4, 2025

Reflecting on Twenty Years of MB&F;

It’s difficult to picture what the independent watchmaking landscape would look like without MB&F;. In some ways, it feels like the brand has always been around, perhaps because for me, it has. I first discovered MB&F; in 2008 when the HM2 was launched, but even back then the brand had an aura of polish that belied its short history. With the benefit of hindsight, Max Büsser’s decision to step away from corporate life, and leave the top job at Harry Winston Rare Timepieces to build his own brand rooted in collaboration, transparency, and imagination, seems obvious. But at the time, it was seen as a risky move that would never work. To understand why it did, we need to go back to the early 2000s. Max Büsser during the launch of the HM1 It’s called what? Let’s rewind. In the early 2000s the watch community was obsessed with the topic of in-house movements. The internet was slowly helping collectors find one another and share insider knowledge, which revealed how many watches were powered by the same handful of movements. If a new brand wanted to be taken seriously, it was increasingly important to be a manufacture and do as much as possible in-house. It was a simpler time, and we had yet to see such widespread misuse of the term.  So when Mr Büsser explained that MB&F; stood for ‘Maximilian Büsser & Friends,’ and that he would actively celebrate the friends and collaborators that he was working with, people told him he was crazy. But he understood that the coll...

Watches, Stories, and Gear:  Pro Tripods, Teenage Engineering’s Scooter, and MB&F;’s Corvette Worn & Wound
MB&F; ’s Corvette Peak Design Jun 28, 2025

Watches, Stories, and Gear: Pro Tripods, Teenage Engineering’s Scooter, and MB&F;’s Corvette

Peak Design Launches the New Pro Tripod Line     If you ask Peak Design, six years ago they re-imagined what a tripod could be with their Travel Tripod. Designed to be lightweight, compact, and most importantly, useful, the tripod took the market by storm, becoming the “go to” option for many photographers. Taking what they learned from this first release, along with some input from Jimmy Chin (Oscar-winner, outdoor fanatic, and talented storyteller), they’re back with a brand new collection, the Pro Tripod. Featuring similar design language to the original travel tripod, this new line allows customers to choose between portability (Pro Lite) and rigidity (Pro Tall) for the ideal addition to their kit. Each of the three models features a newly designed ball head with a “quicker and stronger camera attachment”, fluid panning, and a single adjustment ring that locks (and unlocks) the ball head. Additionally, Peak Design has re-engineered their leg locks to allow for faster setup and tear down. With over $2.8 million dollars pledged and 3,000 plus backers at the time of writing, it’s clear that people are excited about this new line of tripods. You can check out the new series of tripods in each of the Peak Design stores or on their kickstarter page, here. Denis Villeneuve Tapped for the Next Bond Film There was some big news in the world of James Bond this week. While the world waits to see who will be tapped to play the superspy following Daniel Craig’s run,...

SJX Podcast: Max Büsser and 20 Years of MB&F; SJX Watches
MB&F; Jun 20, 2025

SJX Podcast: Max Büsser and 20 Years of MB&F;

Our editor Brandon Moore sat down with Maximilian Büsser of MB&F; to reflect on 20 years of disruptive design, and why the classical SP One is the greatest gift he’s given to himself and the brand. Mr Büsser touches on the challenges independent watchmakers faced before their recent surge in popularity, noting the struggles of himself and his contemporaries. And now the opposite has happened: dealing with the strains of massive, unexpected success. Listen to him discuss the last two decades and the next two decades on YouTube, Spotify, and Apple Podcasts.  

Introducing - The Funky Groove of the New MB&F; HM8 Mark 2 Purple Monochrome
MB&F; Jun 12, 2025

Introducing - The Funky Groove of the New MB&F; HM8 Mark 2 Purple

Max Büsser’s childhood dream was to become a car designer. Although he ultimately studied engineering and founded MB&F;, one of the most successful indie watch brands, his passion for cars has permeated his design language, resulting in driver’s watches like the 1970s-inspired HM5, featuring a lateral speedometer-style display. The HM8 Mark 2, released in 2023, is a true […]

MB&F; Launches an Entirely New Collection for their 20th Anniversary with the SP One Worn & Wound
MB&F; May 20, 2025

MB&F; Launches an Entirely New Collection for their 20th Anniversary with the SP One

Would you expect anything less from MB&F; on their 20th anniversary than the launch of an entirely new collection? The independent brand founded by Max Büsser has spent the last two decades confounding expectations, delighting enthusiasts and collectors along the way with some of the brazen and creative watch designs of the modern era. The brand’s influence and importance on the modern independent watch scene really can’t be overstated. To date, MB&F; releases have existed on two distinct tracks: the LM or “Legacy Machine” collection, which represents Max Büsser’s idea of a classical watchmaking style (think circular cases, classical complications, and a generally traditional if sometimes highly complex readout of the time), and the HM, or “Horological Machine” collection, which can be described as pure, maximalist creativity. This is where you see watches shaped like dogs, and spaceships, with time read in unusual and unexpected ways. While you’d think that working within two collections in this manner (particularly where one is seemingly unbound by traditional watchmaking rules) Max and his team would have the freedom to create just about anything they set their mind to. In reality, of course, there are always projects that don’t reach the finish line for one reason or another. The SP One (SP is short for “Special Projects”) represents an entirely new product category for MB&F; with the promise of reviving these projects and creating entirely new one...

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 ...