When MB&F turns Paris Aéroport into a showcase for its creation

MB&F: from watchmaking masterpieces to immersive experiences

MB&F, a Geneva-based luxury watch brand, creates exceptional timepieces with extraordinary designs. Founded in 2005 by Maximilian Büsser, the brand defines itself as a “horological concept lab” rather than a traditional watch manufacturer, and aims to create three-dimensional “Horological Machines”, conceived as true works of art. MB&F is renowned for its spectacular and avant-garde creations, often inspired by science-fiction, aviation, automotive and robotics. Production is deliberately limited to target primarily collectors and enthusiasts of fine watchmaking.

Beyond creating these sophisticated pieces, the brand has developed hybrid spaces that blend art galleries and shops —the M.A.D. Galleries—where its creations are displayed alongside those of other artists working in kinetic art and robotics. More recently, the MB&F Lab opened, offering a more intimate, immersive experience focused on showcasing and selling the brand’s pieces.

An exceptional showcase in the heart of Paris-Charles de Gaulle

To enhance its creations, MB&F has taken over Paris-Charles de Gaulle airport and is prominently displayed in the Terminal 2A baggage claim area, to reach international travellers. The campaign is run on the Luggage Wall, a large-scale display consisting of six 12-sqm lightboxes strategically located to capture travellers’ attention upon arrival.

The premium environment provided by Paris Aéroport showcases every detail of MB&F’s timepieces. This high-profile initiative also enables the brand to precisely target a highly qualified audience. Passengers are invited to visit the MB&F Lab, located at 271 Rue Saint-Honoré in Paris. This true cabinet of curiosities displays the brand’s exceptional timepieces in a contemporary and innovative setting.

Extime JCDecaux Airport is proud to highlight this independent Swiss brand and its iconic know-how in an environment where passengers are naturally receptive to brand messages and open to innovation and discovery.