How some of the world’s leading independent watchmakers are navigating the Covid-19 crisis

How some of the world’s leading independent watchmakers are navigating the Covid-19 crisis

Could Netflix serve as an inspiration to the luxury watch industry? It can, or at least its co-founder Marc Randolph and his book about the genesis of the streaming service This Will Never Work already has, says Maximilian Büsser, the founder of avant-garde brand MB&F.

"Last year, I read Randolph's biography. The one thing that he has learnt is that you have to try something. Try small. Don't put your whole company at stake. If that doesn't work, try something new,“ says Büsser.

MB&F is one of the Swiss watch industry's leading independent brands and its boldfaced MAD Gallery concepts, one of which can be found at the Dubai Mall, is full of 'kinetic art' as Büsser refers to them.

Independents do not have the same marketing budgets, interconnectedness or safety net that conglomerates offer brands within their portfolios - yet that can in itself be a distinct advantage.

"You have to basically think David vs Goliath,“ says Büsser. "You cannot implement the same weapons as Goliath. You have no chance whatsoever.“

Those chosen weapons often include simple business decisions that are at the discretion of the owner of the brand, and not at the mercy of sometimes bureaucratic board members within large groups.

Maximilian Büsser,