Why does luxury have to come from somewhere else?
Marcus Bu Helland grew up in Klepp, on the windswept coast of Jæren in southwestern Norway. Fascinated by watches from an early age, he taught himself about their movements, dials and design. At fourteen, he wanted to see how far his own vision could go.
Norway's landscapes, light and design tradition formed his starting point. The watch house he envisioned would be independent, unmistakably personal and grounded in the place he calls home.
Not a legacy inherited.
A vision created.
BûTóN was founded in 2024. The name nods to both the French word for a small fastening detail and the founder's own initials. Every timepiece is designed in Norway and made to order, rather than held in a warehouse of identical pieces.
The HELLUTINI collection draws its colours and textures from the Norwegian coast: deep blues, bright winter light, slate, earth and warm summer evenings. Ten expressions from a single point of view.
Built by someone
who refused to wait.
Marcus's early work was featured in the Norwegian newspaper Jærbladet when he was fifteen. Today, as founder of BûTóN AS, he guides the design direction and identity of the brand personally.
The ambition is larger than a single collection: to create an independent Norwegian voice in the world of watches, with its own recognisable design language.
DISCOVER THE HELLUTINI COLLECTION ↗