Brand values & commitment
The Max Twelve Manifesto
Max Twelve is more than a brand, it’s a way to experience life. Discover the four Max Twelve Characters: the Entrepreneur, the Expert, the Adventurer and the Host.
The Entrepreneur
Engineering • Innovation • Quality
The Entrepreneur embodies engineering, innovation and independence. We push boundaries in design, materials and technology, challenge the status quo and explore new ways to create a Swiss watch.
The Expert
Authentically Swiss • Trust • Social Responsibility
The Expert characteristic represents the spirit of marrying Swiss tradition with cutting-edge innovation, fostering trust, transparency, and sustainability.
The Adventurer
Passion • Freedom • Adventure
Fuelled by passion, the Adventurer celebrates freedom and exploration. It’s about embracing challenges, pushing boundaries and creating experiences that inspire curiosity and adventure.
The Host
Community • Fun • Self-Expression
This character represents connection, creativity, and joy. It’s about creating a space for community, celebrating individuality, and encouraging moments of fun and self-expression. A reminder to embrace life and share it with others.
