Today my wife pulled me back down to earth with a thud. I needed it too.
As we were on the train, I said to her, ‘you know, it seems like the norm these days that people can afford things that make them happy’.
In the subsequent seconds, she stared me blankly in the face and said, ‘they absolutely can't’. And then proceeded to point out that the majority of the people I interact with, have a wealth that makes up, at most, 1% of the general population.
Most people can’t do what they do.
I thought about it for a second, resisting the urge to defend myself, and instead, I swallowed my pride and agreed with her.
As somebody who has worked in the watch industry, specifically watch retail, for a while now, I’ve become somewhat desensitised to the amount of money being asked for the watches I love.
$50,000? Seems reasonable, $30,000? A downright bargain!
When I think about it, thanks to my wife, even $5,000 for a Tudor is unreachable in the real world of mortgages, bills and the rising cost of living. I think this is why watches like the Moonswatch and the newly released Blancpain collaboration have been so popular. They're a window into a world that's usually reserved for the ultra wealthy. An aspirational first step into watch collecting for the masses.
This got me thinking, what can brands do to be more accessible to this, more down to earth end of the market?
I want to be one of Max Büsser’s friends.
I love crazy watches. The crazier, the better, if you ask me. But if I’m honest with myself, most of what I love will be financially unreachable in my lifetime.
That’s part of the reason I started SmallSeconds, to feel connected to a hobby I can’t afford.
One of my dreams is to own an MB&F. The beautifully creative and complex LM101 is a particular favourite, with its dial side balance wheel and movement finishing by Kari Voutilainen, what’s not to love?
But, at 73,000 CHF or ($125,000 AUD), it’s more than a little out of reach for a mere mortal like me.
Max Büsser, the charismatic founder of MB&F knows this, and back in 2021 after contemplating creating a more accessible brand for years, he ‘launched’ the M.A.D.1 Blue (“Friends and Tribe Edition”). I put launched in quotes because it wasn’t really a launch. He just sent a personal email to his friends, clients and suppliers, thanking them for their support and giving them a change to buy the watch first.
After this, in 2022, he launched the M.A.D.1 Red, the first edition available to the public for well under $10,000 AUD. Now, for a guy with all the influence, creativity, and credibility in the world, this was a big move. To make his brand this accessible is the opposite of what everyone else was doing at the time. It’s like Michael Jordan going down to the local basketball court to hoop with the kids.
"Brands at any level have the opportunity to bring a whole new group of aspiring watch fans into their sphere like MB&F has, just by being open to connect without expecting a sale straight away."
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Learn MoreThe MB&F M.A.D.1 Green
On the 12th of September 2023, Max released the third edition of the M.A.D.1, this time in a rich green colour. With the same case dimensions as the last two, 42 mm and 18 mm thick, it’s on the chunky side, but to be honest, you wouldn't want to hide this one under a cuff anyway.
As a more affordable offering, the watch is powered by a modified Miyota 8315 movement. When I say modified, I mean really modified… How they convert the time display from horizontal to radial is anyone's guess. The movement is visible from the ‘dial’ and is nicely finished but not at the level of the MB&F Horological Machines. However, at a retail price of USD $2,900, it is perfectly fine. For all of you movement snobs out there, loosen up, would you?
But Max, How Can I Buy One?
Almost as interesting as the watch itself, is the way you purchase it.
I’ve worked as a Rolex Sales associate for a while and I have to say, this whole waitlist thing is a pain in the ass. It’s not fair, it’s frustrating, and it doesn’t work. Max and the team at MB&F understand this and have spent months working out how to offer the M.A.D 1 and make it fair for everyone.
What they settled on was a raffle system. You sign up, put your name in the raffle and cross your fingers. No prior purchase history, taking your SA out for dinner or once a week text messages saying – “Don’t forget about me!”
This system gives everyone a fair chance, and I love it. If were in any position of power at all, I would implement this system industry-wide. Rolex, Patek, Ap. Everyone should use it.
Where does the industry go from here?
Max recently reached out to me to say hello after I connected with him on LinkedIn. I was blown away that the owner of a watch company that I have admired for so long would take the time to do that, with no alterior motive or expectations. It made me feel valued as a fan and, if all goes to plan, I’ll be a loyal customer for life.
Things like this are the physical manifestation of an accessibility mindset and a sense of respect within MB&F. The M.A.D 1 is a way that they are connecting with their community and building relationships with people that may not yet have the resources to enjoy MB&F as owners.
Brands at every level have the opportunity to bring a whole new group of aspiring watch fans into their sphere, like MB&F has, just by being open to connect without expecting a sale straight away.
We are all just real people, with hopes, dreams, financial responsibilities and desires to one day be a part of the industry we love so much. All we ask is for a little respect in return.
Thank you, Max and team, for making it possible.
See you in the next one x
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