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)
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