MB&F JWLRYMACHINE is GAUDY
by Kyle Stults on October 06, 2010
Pinit

He’s kinda cute…and gaudy, too…

An owl?  Yes, an owl.  How clever.  My second reaction (you just read my first) to the new MB&F JWLRYMACHINE was — and still is — that it is “too much”.  Actually, let’s not beat around the bush here — the JWLRYMACHINE is no ‘horological machine’, it is a ‘hoity-toity thing’.  I wish MB&F would not have gone there, but they did.  Obviously following the lead of Boucheron, for whom gaudiness is all-too familiar territory.  More succinctly, I’m not a fan.

In an up-front acknowledgment of the controversial nature of JWLRYMACHINE, MB&F Chief Maximillian Büsser said that “You may love it or hate it, but the level of craftsmanship is just mind-boggling.”  OK, Maximillian, I’ll give you the ‘craftsmanship’ bit.  But as for the rest, I wonder if you can help me understand the WHY (which I know you take as much pride in as the HOW).  And, recognizing that when you set out to create MB&F your goal was very simple (to please yourself without caring about any commercial or marketing considerations), I am quite curious as to just how does the JWLRYMACHINE please you?  And what do you think it says about MB&F?  I wait patiently and hope humbly for your reply.

The new MB&F JWLRYMACHINE (made-to-order, ~$200,000)