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Privacy Notice

Privacy Notice

Thank you for visiting and using our websites and our social media pages (“Sites”).

MB&F SA respects your right to privacy in the online world when you use our Sites and when you visit our boutiques, such as the M.A.D.Gallery. This Notice explains how and for what purposes we use the information collected about you through our Sites, in our boutiques, via offline programs or events.

1. Scope of this privacy notice and your consent

By using our Sites or by giving us your personal data, you accept the practices described in this Privacy Notice. If you do not agree to this Privacy Notice, please refrain from using or visiting our Sites or providing personal data.

MB&F reserves the right to make changes to this Privacy Notice at any time and we will communicate to you any substantial changes.

2. What personal data we collect about you

We only collect personal information that is necessary for a specific purpose or that you provide to us with your consent, based on your actions and behaviours or for a legitimate reason:

  • Personal contact information such as name, email, phone number, picture and demographic information, including age, gender or location;
  • Information about your watch, such as series number, date and location of purchase;
  • Account login information or membership details, such as name and address;
  • Payment information, such as credit card and bank information;
  • Your comments and user-generated content, including any photos, videos and personal stories that you share with us.
  • Video images when you visit one of our boutiques such as the MAD Gallery in Geneva.

We also use cookies and other tracking technology which collect certain kinds of information when you interact with our sites or open our emails, such as IP addresses, devices or browsing preferences. You can find more information in our Cookie Notice.

We may collect personal data about you from third party data aggregators (e.g. Google), promotional partners, public sources and third party social networking sites. Such information may include personal data as part of your profile on a third party social network and that you allow that third party to share with us, pursuant to their rules.

3. Why do we collect personal data and use it

We may collect and use your personal data for a number of purposes, including:

  • to allow you to create and access your client account or manage your Tribe membership;
  • to fulfil your orders and purchases including after sales service and any required upgrade of your watch;
  • to respond to your queries or use it for contests you have entered;
  • to contact you for marketing purposes, including sending you information about new accessories;
  • to combine with information we receive from others to help understand your needs and to provide you with better service, including customizing sites and serving you interest-based advertising;
  • for safekeeping and maintenance of our Sites; for reporting; and for risk, dispute and record management;
  • for the security of our boutique and employees via CCTV.

4. With whom do we share personal data

We may disclose your personal data to our affiliates, in particular our boutiques, and our franchisees. We also disclose data to our service providers, media agencies or messenger platforms, commercial partners, and authorities if so requested by law.

In order to offer you e-commerce facilities, we share your personal data with our e-shop service provider and with our financial and logistic partners. We might also use messaging platforms to communicate with you about your orders or requests. Those can include Facebook Messenger and What’s App applications stored in the USA and their privacy notices apply as well.

The MB&F Sites may use third parties such as network advertisers and ad exchanges to serve you ads on third party websites after you leave our MB&F Site, and we may use third party analytics and other service providers to evaluate and provide us and/or third parties with information about the use of the MB&F Sites. See more information in our Cookie Notice.

We require such third parties, who may be based outside the country from which you have accessed the Sites, to comply with all relevant data protection laws.

When we use social plugins, we may collect and process information relating to your account on social media platforms. The third-party platform’s use of information collected from you (or as authorized by you) is governed by its own privacy policy and your settings on the service.

5. How do we store, secure and retain data

We take all reasonable technical and organisational measures to protect the personal data we hold against loss, unauthorised access or disclosure and against other misuse. Your personal data will not be sold or disclosed to any other third parties except as provided in the Privacy Notice.

When the personal data that we collect is no longer required for the given purpose, or for legal requirements, we destroy or delete it in a secure manner.

6. Your rights

6.1. How you may access your personal data and seek its correction

You can request access to the personal data we hold about you by contacting us at You have the right to tell us if you would like to withdraw your consent, correct, update or delete your personal data in our records. To assist us in dealing with your request, please provide your full name and details.

You may opt-out at any time from marketing communications by following the ‘opt-out’ options provided or by contacting us ( You may also limit the use of tracking technologies (such as cookies for which you can set your browser to warn you before accepting them, or you can simply set it to refuse them).

6.2. How to contact us

MB&F SA, registered in Switzerland under number CHE112.459.564 acts as “data controller” for the personal data it processes in the framework of this Privacy Notice.
Please contact us by phone at +41 22 786 36 18 or +41 22 508 10 38; email at; regular mail at MB&F SA, Boulevard Helvétique 22, 1207 Genève, Switzerland.

MB&F SA 2019

We also invite you to read our Terms and conditions, Conditions of use and Sales and Cookie Notice

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For more information on the use of your data read our Privacy Notice.