M.A.D. Gallery

The MB&F M.A.D. Gallery opened its first location in 2011, in the heart of Geneva’s old town. Six years before, MB&F had triggered a seismic event in the watch community, with their audaciously designed Horological Machines that upended long-held assumptions about watch design and function. With the M.A.D. Gallery — an acronym that initially stood for Mechanical Art Devices, but rapidly outpaced its established limits — MB&F expanded its world into another dimension.

An unprecedented concept, M.A.D. Gallery combines consumer retail boutique with creative showcase, a space curated for those who value curiosity and discovery in their lives. At the M.A.D. Gallery, various creations of MB&F are on display and available for purchase, but so are the works of various artists from all over the world. The one thing they all share, the works that populate the M.A.D. Gallery, is their kinetic or mechanical qualities. Even seemingly static displays like the photography of Ulysse Fréchelin or Manolo Chrétien are imbued with dynamism through their choice of subject matter.

Adding to the tick-tock symphony of Horological and Legacy Machines in the Gallery are the Co-Creations of MB&F with clockmaker L’Épée 1839, a veritable science-fiction explorer’s diorama of jellyfish, spiders, rocket ships and friendly robots.

The art displayed on the walls is periodically updated and the M.A.D. Gallery turns into an event venue, welcoming the city’s art lovers on the evenings when featured artists come to visit. The art also goes on tour, flying to the other M.A.D. Gallery spaces across the world.

There are currently four M.A.D. Galleries, including the Geneva location. M.A.D. Gallery Taipei was opened in 2014, Dubai claimed its own M.A.D. Gallery in 2016 and Hong Kong joined the family in 2018.