MB&F M.A.D Gallery Geneva Visit

Ed. W shares an insightful account of his visit to the MB&F M.A.D Gallery in Geneva, offering readers a unique perspective on the brand's philosophy and its distinctive approach to horological art. His post delves into the gallery's curated collection and the strategic use of base movements in MB&F's creations.

After a raining morning touring vineyards in Satigny, south of the city of Geneva, K and I made an important horological pilgrimage to the MB&F M.A.D (Maximilian Büsser & Friends Mechanical Art Devices) Gallery at Rue Verdaine 11 in downtown Geneva. The gallery serves both as a gallery and as the brands exclusive retailer in the Geneva area. 

The obligatory wrist shot of the HM4 Final Edition 

The space is by no means large at around 80 square meters, but houses not only many of MB&F's horological machines, but also mechanical art by other similarly minded people from around the world. The interesting thing is the incredible cohesion of the work presented and sold at the gallery, it could easily convince the casual observer that everything was designed by the same people.

What really made me think was the fact that MB&F used base movements from Sowind, basically Girard Perregaux. The is a surprising but natural choice, the philosophy of MB&F and myself are very different. The brand admits that its goal is to make mechanical art, with timekeeping as a secondary function. Thus I find it acceptable and in fact practical for the small (200 pieces/year) brand to use a finely finished and reliable GP cal. 3000 base. 

The plates and bridges of the HM5 (and in fact the HM2) movement are identical in shape to Girard Perregaux's 3000 movement.

In contrast, my belief is that in order to be creative, you must be good. Timekeeping should always come first, and creativity should not come at the cost of the function. Despite this fundamental difference in philosophy, I can't help but admire the incredible creativity and quality of the variations MB&F has been able to execute. One must remember that despite over two decades in the watch industry, the man himself, Maximilian Büsser is not a watchmaker. His project, MB&F, is an exposition of his ability to draw together various friends, be it individuals or companies, to create a piece of mechanical art never before seen or imagined. That's the real beauty of MB&F, to be creative and beyond good at what the company is meant to do.

Watches by MB&F could be seen, although the HM1 was not on display at the time. Each watch is displayed with its unique parts, be it the movement, unique sapphire crystal, or case.

The Moonmachine with Stepan Sarpaneva (A variation of the HM3)

HM4 Final Edition (PVD) and its unique middle sapphire crystal

HM5 "On the road again" with its mirror display movement