For watch lovers, the M.A.D.House offers a unique and captivating experience far beyond conventional expectations of a watchmaking atelier and office. And that’s where the GMT is heading on the morning of Day 2 of the GMT Watch Safari, a week of total immersion at the heart of Switzerland's finest watchmakers from 27 October to 1 November 2024. Join us on the Watch Safari!
To celebrate its 24th anniversary, GMT Magazine is organizing a week-long adventure for 24 watch enthusiasts, spanning from Geneva to Schaffhausen, with stops in Neuchâtel and the Vallée de Joux. The itinerary includes an exclusive exploration of the workshops and manufactures where exceptional timepieces are born. Here's a sneak preview of the programme for Day 2, which begins with a morning dive into MB&F's M.A.D.House.
The M.A.D.House, originally built between 1907 and 1908, is a fine example of the Heimatstil architectural style, characterised by its romanticised interpretation of historical architecture. The building's exterior, with its half-timbered structure and rusticated stone walls, evokes the castles and buildings found in folklore, perfectly aligning with MB&F's ethos of blending the past, present, and future. The house, a collaborative work by renowned architects of the time Edmond Fatio and Charles Meysson, even won an architectural prize upon its completion — a historical parallel with the collaborative watchmaking philosophy of the award-winning brand it houses today. Now, as a protected building under the Swiss Heritage Society, it stands as a proud testament to Geneva's architectural heritage.
A hub of creative energy
Stepping into the M.A.D.House, visitors are immediately immersed in a world where history and modernity coexist harmoniously. The ground floor is dedicated to the heart of MB&F's watchmaking operations. Here, watchmakers meticulously assemble movements at custom-built workbenches, bathed in natural light that pours through large windows. The rooms retain their original wood panelling and hand-painted ceramic tiles, adding a touch of early 20th-century charm to the state-of-the-art watchmaking process.
The central atrium, with its original 1908 wood engravings, serves as the building's core, around which all activities revolve. The upper floors house various departmental offices, including the product creation team, fostering an organic flow of movement and ideas throughout the space. This dynamic environment is a reflection of MB&F's philosophy of seamless collaboration and creative synergy.
The M.A.D.House is not just a place of work; it is also a gallery of contemporary art and horological artifacts. Objects from the MB&F universe are thoughtfully placed throughout the house, from the intricate Jean Kazès clock on the central stairway to the evocative Ulysse Fréchelin photography prints adorning the walls. These pieces offer a glimpse into the brand's rich history and innovative spirit.
One of the most striking features of the M.A.D.House is its central stairwell, which serves as a rotating canvas for artists to showcase their work. The first artist to leave his mark is Maxime Schertenleib, a Swiss illustrator known for his detailed urban landscapes brimming with human activity. This ongoing art installation ensures that each visit to the M.A.D.House offers something new and exciting.
Surrounded by three hectares of pristine parkland, the M.A.D.House is a haven of light and space. The tranquil setting not only provides a peaceful working environment but also offers visitors a serene escape from the bustling city. Outside the house, an outdoor wind sculpture by American kinetic artist Anthony Howe captures the imagination. His mesmerising creations, which play with geometry and fluid dynamics, hint at the wonders to be discovered inside.
A brand steeped in prestige
MB&F, short for Maximilian Büsser & Friends, is celebrated for its innovative and avant-garde timepieces. Founded by the charismatic Max Büsser, the brand has garnered numerous accolades and a dedicated following among watch enthusiasts. Each MB&F creation is a collaborative masterpiece, reflecting the brand's commitment to pushing the boundaries of traditional watchmaking.
Since opening its doors to the public in 2023, the M.A.D.House has become a pilgrimage site for watch lovers and art enthusiasts alike. The blend of historical architecture, cutting-edge horology, and contemporary art makes it a truly unique destination. Whether you are an avid watch collector or simply appreciate the artistry of fine timepieces, a visit to the M.A.D.House promises to be an unforgettable experience, offering a rare opportunity to immerse oneself in the world of one of the most visionary watch brands of our time.
To register for the GMT Watch Safari, from 27 October to 1 November 2024, click here.
