Founded in 2005, Maximilian Büsser & Friends (MB&F) is the world’s first-ever horological concept laboratory. With almost 20 remarkable calibres forming the base of the critically acclaimed Horological and Legacy Machines, MB&F is continuing to follow Founder and Creative Director Maximilian Büsser’s vision of creating 3-D kinetic art by deconstructing traditional watchmaking.
In 2007 MB&F unveiled its first Horological Machine: HM1 set the standard for the idiosyncratic Horological Machines that have followed. There have been no less than 5 Grand Prix awards from the famous Grand Prix d'Horlogerie de Genève.

To give all these machines an appropriate platform, Büsser had the idea of placing them in an art gallery alongside various forms of mechanical art created by other artists, rather than in a traditional storefront. This brought about the creation of the first MB&F M.A.D.Gallery (M.A.D. stands for Mechanical Art Devices) in Geneva, which would later be followed by M.A.D.Galleries in Taipei, Dubai and Hong Kong.

"After the shock of seeing the Covid-19 virus turn into a pandemic, we realized that we had to adapt our communication with our clients, who were largely confined to their homes. We had to find a way to remain connected with them through digital communication. A centralized CRM system was key to being efficient. In the meantime, with our team members also working remotely, it was the perfect time to focus on this project and make it happen. Nexell provided regular contact and reassurance, while following all the social distancing rules, allowing us to roll out the solution within a few months."