What's Happening?
MB&F, a Swiss timepiece maker, has partnered with British-Nigerian artist Yinka Ilori for its latest M.A.D. Editions collection. The collaboration, titled 'grow your dreams,' features three colorways inspired by nature and is based on the brand's M.A.D.1S model. The watches retail for approximately 3,200 Swiss francs and are available through an online raffle system. This partnership marks MB&F's second artist collaboration, following a previous project with Jean-Charles de Castelbajac.
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Why It's Important?
The collaboration highlights MB&F's commitment to creativity and cost-efficiency, offering collectors a more affordable option compared to its main line. By partnering with Ilori, MB&F taps into the artist's vibrant design aesthetic, potentially attracting a broader audience and enhancing the brand's appeal. The limited edition nature of the collection may drive demand and increase brand visibility in the competitive luxury watch market.
What's Next?
The watches will be available for purchase via a raffle running between September 2 and 8. As MB&F continues to explore artist collaborations, future projects may further expand its reach and influence in the luxury watch industry.
