MB&F celebrates the opening of its New York Lounge
with an exclusive limited edition of 25 pieces
To celebrate the opening of the new MB&F Lounge in New York — a city whose energy, creativity and cultural influence have long resonated with the brand — MB&F introduces a dedicated edition of the LM101 EVO in a striking rose gold and black colourway.
While retaining all the technical and ergonomic enhancements that define the EVO collection, this exclusive edition distinguishes itself through a refined rose gold case and a black PVD-treated dial plate with a sunray-brushed finish, creating a striking contrast with the signature flying balance wheel and floating subdials. The black dial plate introduces additional depth, further emphasizing the watch’s three-dimensional architecture.
The hours and minutes display, the enhanced 60-hour power reserve indicator and the hand-finished balance bridge architecture remain faithful to the LM101 EVO introduced in 2025. Beneath the sapphire crystals, the movement continues to showcase the exceptional craftsmanship developed in collaboration with Kari Voutilainen, combining traditional haute horlogerie finishing with MB&F’s distinctive approach to kinetic watchmaking.
Turning the watch over reveals a discreet tribute to the occasion: the caseback is engraved “MB&F NYC”, commemorating the opening of the brand’s newest destination in one of the world’s most dynamic cities. Produced as a limited edition of just 25 pieces, exclusively for the Lounge, the LM101 EVO NYC Edition celebrates both the enduring appeal of the LM101 and the opening of a new MB&F chapter in New York.
A new MB&F lounge in New York City
New York has long embodied values that resonate with MB&F: energy, creativity and the constant exchange of ideas. After more than two decades in the United States, nurtured through close relationships with retail partners across the country – which continue with Westime in Beverly Hills, Stephen Silver in Silicon Valley, Watches of Switzerland in Las Vegas and Provident Jewelry in Jupiter/FL – MB&F has chosen to establish a permanent home in the city with the opening of its new Lounge in Manhattan.
Marking the second directly-managed retail venture since the inauguration of the original M.A.D.Gallery in Geneva 15 years ago, the New York Lounge represents a significant new chapter in MB&F’s presence in North America.
“Welcoming our community in one of the most iconic NYC skyscrapers is a dream come true. American Tribe members have been some of the most loyal supporters of the brand: the boldness of our designs resonates with the daring mindset of the country. Twenty years after the creation of MB&F, it was time for us to give the brand the right platform to welcome them in New York,” says founder Maximilian Büsser.
Nestled within one of Midtown’s historic buildings, the MB&F Lounge is located on the 5th floor of the Fuller building at 595 Madison Avenue, overlooking the prestigious 57th Street. Designed by Walker & Gillette, the Art Deco building was erected in 1929 for its original main occupant, the Fuller Construction Company – which previously occupied another Manhattan landmark, the Flatiron building. The facade of the lowest six stories is clad in black granite and features large bay windows, and the triple-height main entrance is decorated with architectural sculpture by Elie Nadelman.
The space has been designed by MB&F partners Voltige Design & Architecture, who adapted the architectural identity applied to M.A.D.Galleries and MB&F Labs to the new space. Rather than a traditional point of sale, it offers a place to welcome watch enthusiasts and friends, and discover the brand’s creations at a more relaxed pace, surrounded by mechanical art. A cosy living room area, presentation spaces, an office and a dedicated meeting room come together to create an environment that feels both intimate and inspiring.
Flooded with natural light and characterised by flowing architectural lines, warm wood finishes and carefully curated objects, the New York Lounge embodies the spirit that has guided MB&F since its inception: creating meaningful encounters around mechanical artistry and bringing together people who share a passion for creativity.
The space will be open from Monday to Friday, 9 to 6pm and will operate by appointment – requests should be sent to the email below.
