An increasingly polarized luxury watch market
Luxury watchmaking is experiencing a structural tension that shapes both supply and demand: on one side, powerful groups capable of investing massively, securing distribution and promoting global brands ; on the other, a galaxy of independent workshops whose strength lies less in size than in idea, singularity and proximity to collectors.
This movement is not simply a passing fad . It responds to a deeper aspiration of contemporary luxury : to seek meaning, to prefer authenticity to uniformity, and to accept that the object carries a vision, sometimes divisive, rather than a consensus.
In this context, MB&F (for Maximilian Büsser & Friends) stands out as a textbook case. The brand does not simply manufacture watches: it offers unconventional, often sculptural horological objects that are part of a creative culture close to design , mechanical art and experimentation .
This stance, risky in appearance, becomes a strategic advantage when desirability arises precisely from what resembles nothing else.
The current polarization also highlights a crucial question: how to survive and thrive
The rest awaits you
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