Cool Hunting Video: MB&F

A look inside the workshop of the most creative mind in contemporary watchmaking

For the first video in our Lincoln Hello Again series, we traveled to Geneva, Switzerland to visit one of the most forward-thinking watchmakers on the planet. In the digital age, when the smartphone has become the modern-day pocket watch, the traditional wristwatch has become something of a relic. It serves more as a fashion accessory or status symbol—especially mechanical watches, with their complicated movement. MB+F founder Maximilian Busser set out to give the mechanical watch renewed purpose by turning it into “a 3-D mechanical piece of art” and we were lucky to see behind-the-scenes at their workshop.