Before attending WatchTime New York, I carried with me the long-held assumption that the pinnacle of watchmaking excellence—those truly transcendent creations that represent the highest art and technical mastery—could only emerge from legendary names such as Rolex or Patek Philippe. These brands, after all, have for generations symbolized prestige, heritage, and perfection in craftsmanship. Yet as I stepped into the lively atmosphere of WatchTime New York, that notion began to evolve. I discovered that within the community of passionate collectors, admiration extends far beyond the traditional giants of the industry. Collectors are not merely drawn by brand reputation or monetary value; instead, they gravitate toward the timepieces and makers that personally resonate with them, reflecting their individuality, aesthetic taste, and emotional connection to the art of horology.
Moving through the exhibition, I observed an almost electric energy filling the space. Every booth seemed to pulse with activity, attracting clusters of curious visitors who lingered to admire design details, mechanical intricacies, and the innovative spirit each piece embodied. The sheer density of enthusiasts made navigation an adventure in itself; several times, I found myself gently maneuvering through the crowd, edging closer just to glimpse the craftsmanship displayed before me. The scene was a vivid testament to the enduring allure of fine watches and the collective enthusiasm they inspire.
Amid this bustling environment, one brand emerged as an undeniable focal point—MB&F, or Maximilian Büsser & Friends. Until that day, the name had been unfamiliar to me, a hidden gem within the realm of independent luxury watchmaking. Yet within moments of encountering it, the brand commanded my attention in a way few others had. Conversations with fellow attendees quickly confirmed my impression: MB&F was widely regarded as a standout, its creative vision positioning it as something of a phenomenon. One exhibitor, Reugger, described it to me with evident admiration as the ‘superstar of independent watchmaking,’ adding that Büsser himself possessed the magnetic persona of a ‘rockstar.’ This sentiment echoed repeatedly as I spoke to others—many voiced eager anticipation about visiting the MB&F booth, almost as if it were a pilgrimage within the fair itself.
Motivated by their enthusiasm, I followed their lead and made my way to see the brand’s showcase firsthand. Although the aesthetic language of MB&F’s timepieces did not perfectly align with my personal style—its avant-garde forms and unconventional designs diverged from my own preferences—I nonetheless found myself captivated by the experience. Standing before those intricate mechanical marvels, I realized something profound: somewhere along the way, I had succumbed to the irresistible fascination of horology. The meticulous engineering, artistry, and innovation embodied in each watch awakened a new sense of appreciation within me. I had, quite unmistakably, been bitten by the watch bug.
By the end of the day, I had not purchased a watch, yet that absence of a transaction hardly mattered. The essence of the event transcended immediate acquisition. Rather, it served as an initiation—a transformation from casual observer to aspiring collector, or at least an enthusiastic admirer. I left WatchTime New York with a revived curiosity and a newfound emotional connection to the world of fine watches. As one fellow participant remarked to me, with a knowing smile and an unintentional pun that felt perfectly timed: it was, indeed, about time.
Sourse: https://www.businessinsider.com/watchtime-new-york-event-photos-luxury-watches-2025-10
