Private Air New York

www.privateairny.com Private Air New York | Winter 2014/2015 52 COME TO THE FOREGROUND FOR CLASSICS Max, as he is known, is neither a watchmaker, nor even a designer, but a boss with a lot of ideas both business and of design. He has a group of watchmaker friends. What he has done with his company, MB&F, is similar to that of HARRY WINSTON. He had made an Opus plan with HARRY WINSTON, to launch a precious watch and pair it with an independent watchmaker every year. He is doing the same thing with MB&F, but with fewer restrictions and with more people such as watchmakers and MB&F's photographers to boost him. Busser said he wanted to let the unknown watchmakers come to the foreground. It is said in the industry that those watchmakers who cooperated with him received more orders. But business is business and whether or not anyone benefits more than anyone else is up for grabs be it the watchmakers, HARRY WINSTON, MB&F, or Busser himself. Suffice it to say that it is difficult to measure the effectiveness of such a campaign of cooperation, but it appears that all have taken what they needed. e status of independent watchmakers has indeed changed in the past decade at least. In addition to the work that has certainly increased, watch companies are more willing to allow other names to be carved on their precious time instruments. Max Brusser has paved the way for that to take place. Brand and marketing has benefited greatly and the public is more familiar with mainstream brands as well. It is difficult to tell the difference between a brand being considered an independent watchmaking brand or not. Of course, Laurent Ferrier, who established a brand with his son once he retired from Patek Philippe is a good example. Ferrier created about one hundred watches each year and should be regarded as an independent watchmaker without question. On the other hand however, it is unusual for Franck Muller and Parmigiani to be considered independent watchmakers. At the end of the day, the so-called independent watchmaking business classification is still shrouded in mystery and misinformation. e only difference in having a timepiece of quality made by an individual watchmaker who is independent is that less people can afford to have one that has been created since they have to pay more for it. Or, is there another angle perhaps possible... that we are actually in pursuit of the "ultimate name identification" of a master craftsman adding his name and logo to our prized possession timepiece? Maximilian Busser Laurent Ferrier

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