The Entrepeneur characteristic encompasses the spirit of engineering, innovation, and quality, which is woven into everything we do.

Engineering

The art of designing products, structures, and processes, in a human and solutions-centered way, where design and function goes hand-in-hand. Through applying engineering practices in our every-day processes, such as CNC milled patterns, and the use of monoblocks, Max Twelve bridges the gap between theoretical and practical applications, solving real-world problems, and delighting our customers at every step of the way.

Innovation

The bravery to experiment, try new things, and explore. Max Twelve aims to continuously push the boundaries of the watch industry, by incorporating new technologies and applying processed from different fields, driving product development and technical innovation. Driven by the spirit of exploration, curiosity, and bravery to break the status quo, the Innovation characteristic marries traditional Swiss watchmaking with the modern world of technical machine engineering.

Quality

The relentless drive for excellent quality products, with enduring durability, and reliability. ‘Quality’ embodies Max Twelve’s perseverance to drive the topic of timepiece quality to new heights. By incorporating premium solutions from machine engineering, top talent, and only using high-quality partners and materials, this characteristic symbolises the drive to not only create highly durable watches, but also excellent quality services and processes.

The Expert is defined by precision, trust, and a deep sense of responsibility. It reflects a steady hand, an unwavering dedication to mastery, and a commitment to doing what is right.

Authentically Swiss

The Expert carries the pride of Swiss heritage, valuing tradition while embracing progress. There is a natural affinity for working with the best—seeking out trusted partners and mastering techniques that blend the old with the new. Grounded in authenticity, this characteristic celebrates precision, craftsmanship, and the pursuit of excellence that defines Switzerland.

Trustworthiness

The Expert characteristic represents Max Twelve’s dedication to dependability, transparency, and dedication. It is a promise kept, a commitment upheld, and a quiet assurance that every detail has been considered. Driven by integrity, it takes pride in delivering nothing less than the best, every step of the way, be it in a service inquiry or ensuring the best product quality for our customers.

Environmental, Social, and Governance (ESG)

We only have one planet, thus it’s imperative that Max Twelve does its part in upholding fair and responsible practices; environmentally, socially, and lawfully. By bringing power back to the Swiss value chain, focusing on local production and choosing Swiss suppliers wherever possible, we are committed to reduce our environmental impact, supporting the local community with jobs and tax contributions, and promote long-lasting craftsmanship. Socially, we stands for fair wages, diverse hiring, and flexibility in the workplace. Governance is our commitment to comply with local and international laws, ethical business practices, and ensuring the highest standards for employees and partners alike.

The Adventurer embodies passion, freedom, creativity, and an unrelenting drive to explore the unknown. It’s about embracing life’s challenges with courage and curiosity while refusing to be bound by convention.

PASSION

Life is full of challenges, but passion is the fire that will always keeps us moving forward. It’s the force that fuels perseverance, transforming obstacles into opportunities, and gives meaning to both the triumphs and the struggles of life. Passion exists at the very heart of Max Twelve. It inspires everything we do—from creating products to building customer relationships and shaping our daily work.

Freedom

Freedom, independence and the courage to explore without limits, is an imperative part of Max Twelve. As a fully independent watch brand, not being constrained by the bureaucracy and politics, Max Twelve is free to experiment, embrace individuality, and offer flexibility. From made-to-order options to interchangeable straps, we empower self-expression and give our customers the freedom to take control of their own destiny.

Adventure

Adventure is what drives us to push boundaries and seek the extraordinary. Inspired by the thrill of extreme sports, the creativity of exploration, and the energy of the unknown, Max Twelve dares to do what others won’t. Adventure means embracing the unpredictable, trying new things, and living life with courage and excitement.

Creativity

Creativity fuels our vision at Max Twelve. We believe in curiosity, playfulness, and not taking life too seriously. By embracing artistry and expression, we are free to explore new ideas and bring bold, imaginative concepts to life. Creativity is at the heart of our journey, reminding us to have fun and always keep exploring.

At Max Twelve, we believe in the power of social interaction, individuality, and fun. This characteristic emphasises fostering community, self-expression, and the joy of shared experiences.

Community

At the core of Max Twelve is a vibrant community. We bring together like-minded individuals who share common values and passions. By encouraging in-person connections and fostering a sense of inclusion, we create a dynamic space where people can form meaningful relationships and feel part of something bigger.

Fun

Life is too short to be too serious. We believe in enjoying the present, stepping away from the digital world, and experiencing the excitement of real-life moments with friends. It’s about letting loose, experience life, and creating memories together.

Self-Expression

As a platform for self-expression,Max Twelve believes in the spirit of embracing individuality and the freedom to express who you are—whether through design, style, or personal spirit. We celebrate the uniqueness of each person and encourage them to explore, be inspired, and dare to stand out.