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MB&F, a distinguished independent watchmaker renowned for its avant-garde designs, has achieved a significant milestone with the grand opening of its inaugural New York City Lounge. This innovative space, nestled within Manhattan's historic Fuller Building, reimagines the traditional retail experience by integrating business operations with a luxurious, hospitality-driven showroom. This new venture represents MB&F's second directly managed retail outpost, building on the success of its M.A.D.Gallery in Geneva, established 15 years prior. The New York Lounge signifies a strategic and substantial expansion of the brand's presence in the United States, following more than two decades of collaboration with various retail partners across the nation.

Located on the fifth floor of the iconic Fuller Building, at the intersection of Madison Avenue and 57th Street, the MB&F Lounge is conceived as an oasis for discerning clients. The primary objective behind its creation is to provide an unhurried and immersive environment where guests can explore the brand's extraordinary timepieces, fostering a deeper appreciation for 'mechanical art.' Designed in close partnership with Swiss-based Voltige Design & Architecture, the Lounge is characterized by an abundance of natural light, gracefully flowing architectural lines, and rich, warm wood finishes. Every detail contributes to an atmosphere that feels less like a conventional store and more akin to an exclusive private salon, inviting relaxation and contemplative engagement with the intricate mechanics on display.

Given MB&F's philosophy of producing a limited number of watches—typically between 400 and 500 pieces annually—the New York Lounge operates distinctly from a typical high-end boutique. Its purpose transcends mere sales, focusing instead on nurturing enduring relationships with watch collectors. This intimate setting allows visitors to not only discover MB&F's exquisite creations but also to forge personal connections with the visionary minds and skilled artisans behind these horological masterpieces, emphasizing the human element and passion embedded in each piece.

To commemorate the grand opening of its Manhattan Lounge, MB&F also launched an exclusive LM101 EVO NYC Edition. This special timepiece, limited to just 25 units, is available solely through the New York location. The original LM101 model, first introduced in 2014, received an upgrade last year with the EVO series, marking the brand's 20th anniversary. These enhancements included improved water resistance, a secure screw-down crown, an extended 60-hour power reserve, and a Super-LumiNova-treated display for enhanced readability. The LM101 EVO NYC Edition incorporates all these modern improvements, while notably being the first iteration of the model to be encased in a sophisticated 18K rose gold. This rose gold case is elegantly complemented by a black PVD-treated dial plate, which features a sunray-brushed finish. This combination bestows a more formal and refined character upon the watch, despite its robust integrated rubber strap. A subtle yet meaningful tribute to the Lounge's debut, the watch's caseback is engraved with the inscription "MB&F NYC," marking this significant occasion.

The inauguration of the MB&F Lounge in New York City signifies a new chapter for the brand, offering an elevated and personalized experience for its clientele. This bespoke approach, coupled with the launch of an exclusive timepiece, reinforces MB&F's commitment to innovation, artistry, and fostering deeper connections within the world of high-end independent watchmaking.