MB&F Minimilians: New Watch Collection Overview

patrick_y · 2024-07-23T18:13:19Z

Explore MB&F's 'Minimilians' initiative, a unique customer loyalty program. Discover how Max Büsser's brand fosters appreciation and stands out in luxury watches.

patrick_y

WPS member · Independents forum

31 replies5393 views10 photos

Patrick_y's insightful post delves into the often-overlooked concept of brand loyalty from the customer's perspective, contrasting it with the retailer-demanded loyalty prevalent in the luxury watch market. He highlights MB&F's innovative 'Minimilians' initiative as a prime example of a brand genuinely appreciating its clientele. This article explores how such gestures foster deeper connections and differentiate brands in a competitive landscape.

Moderator Patrick_y underscores the importance of customer loyalty - an art mastered by MB&F.

There are two definitions of customer loyalty... We normally assume the loyalty customers have towards their dealers. Retailers in the watch world DEMAND customer loyalty. Some customers who spend six or seven figures with a single retailer tell me that they live in fear of being presented a watch they don't want, and yet feel that they can't refuse the watch as it will jeopardize future offerings. Many customers have plead fiefdom-like allegiance to their authorized dealer vassals and dare not cross their lord.

And yet, ODDLY, customers don't always expect customer loyalty of the other kind. The kind where the Manufacture or the Retailer pledges loyalty to the customer. When was the last time a watch brand did something meaningful for you? When was the last time a brand showed a token of gratitude?

Well... MB&F, Max Busser's eponymous watch brand, has something for their customers. A new toy. Some of our WatchProSite readers have already received theirs. MB&F is rewarding customers for their loyalty with a new toy - the MINIMILIAN. For existing owners of MB&F watches, who have registered with THE TRIBE, expect a MINIMILIAN to come by escape pod to your mailbox!

There are multiple MINIMILIANS - each representing the various different models of MB&F timepieces. Some models are quite rare!

The MINIMILIANS aren't some cheap foam plush toy. Each one is actually handcrafted and only 10 pieces are made a day. They are 3D printed and artisan made. Each one hand painted to give off a monochromatic porcelain doll look. These are definitely artisanal. Not quite a Jeff Koons balloon dog reproduction. But something like a simpler version of a KAWS figurine.

Overall, a great Token of Appreciation, from a brand that really thinks of its customers! Thanks Max! Now... If only I could afford to procure one of these works of art!

Maximilian’s minions are called Minimilians - get it?

Finishing department. The aliens are ”deburred."

The aliens are cleaned. By hand - traveling in outer space requires a thorough decontamination process.

The aliens are finished and painted by hand.

Each one is packaged in a collectible keepsake box.

Key Points from the Discussion

The 'Minimilians' project represents a significant financial investment for MB&F, estimated to cost around 200,000 CHF annually for nearly 2,000 sculptures, encompassing design, manufacturing, and shipping. This demonstrates a commitment to customer goodwill that smaller brands often don't quantify on their balance sheets.
Many luxury brands, particularly in fashion, are increasingly focusing on a small percentage of 'whale' clients (2-3% of customers driving 40-50% of sales) during economic downturns, rather than cultivating loyalty among a broader customer base. This strategy carries risks, as over-reliance on a few clients can lead to significant revenue drops if their buying habits change.
Retailers, including those for brands like Rolex, are often mandated to diversify their customer base by acquiring new and younger clients, rather than solely relying on a few high-spending individuals. This mitigates risk and ensures long-term brand health, contrasting with the 'whale hunting' approach.
A simple, thoughtful gesture like the 'Minimilians' can generate immense goodwill, a concept many brands fail to grasp. Even small independent watchmakers are exploring similar localized appreciation tokens.
While the 'Minimilians' are 3D printed with a hand-finished spray, their perceived value is high because the bar for customer appreciation gifts is generally low. Many customers are content with basic items like hats, highlighting how even a moderately sophisticated gift can stand out.
Effective customer appreciation gifts should be clever and ideally something people use daily, but brands often shy away from more elaborate items due to cost. The 'Minimilians' succeed by being unique and collectible, transcending typical promotional items.

The Discussion

Fastwong

Jul 23, 2024

Sadly 99% of the luxury houses treat most customers like the dirty cows to be milked, necessary but mind the smell in the stores, because only the whales - the 2-3% of customers that drive 40%-50% of sales - matter. I really like the watches but I LOVE the way MB&F does business.

SakeM

Jul 23, 2024

The innovation, the craftsmanship, obsessing over the details, the amazing people you meet, and just having fun at the end of the day!

SakeM

Jul 23, 2024

There's definitely enough calibers where they could do this. Now which ones get to be the king and queen...

Jay (Eire)

Jul 23, 2024

Amazes me how many brands / indies can’t figure out how much good will they derive from a simple gesture like this. It’s a timely comment as I was chatting to a small Indie watchmaker last week and spitballing on several topics. One included a gesture like this (but something completely different and very localized). To be determined if he follows through on it.

patrick_y

Jul 23, 2024

Today, no watch retailer would put themselves at such risk to have 40-50% of revenue coming from 2-3% of the customers. As this is simply too much risk - if that customer stops buying, then you've got a significant drop in revenue. And retailers are given quotas by some brands to accept a certain amount of new customers and specifically young customers to help the long-term health of the brand. For instance Rolex has this mandate to their dealers.

patrick_y

Jul 23, 2024

It only conveys text and photos!

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