Maximilian Büsser and the MB&F team debut the fifth edition in the M.A.D.Editions story at Geneva Watch Days, continuing to craft more accessible timepieces that nod to the thrill of the mechanical art universe: introducing the M.A.D.1S.
If watches had a voice, Maximilian Büsser’s M.A.D.Editions would say this: Thank You. Thanks to the friends who have supported the world of MB&F; thank you to those who turned the initial sketches into something tangible on the wrist; thanks to the collectors who have followed this universe since the beginning or those who have entrusted their faith along the way. A thank you to anyone curious about what MB&F strives to create. This journey of gratitude led to the creation of the M.A.D.1, a watch that gives back to the MB&F community, with a timepiece that prioritises creativity at an accessible price point.
Crafting a story
Since June 2021, M.A.D Editions has developed the identity of the M.A.D.1 across four models. What began with the M.A.D.1 Blue, initially created just for MB&F’s community of suppliers and collectors, was met with an unprecedented demand that the brand could never anticipate. They soon decided that the vote of thanks shouldn’t just stop there. If M.A.D.Editions were going to create a watch that not only represents the eccentric world of mechanical art, but a watch that would be obtainable for more wrists, then the story needed to be shared with the world.
Four iterations of the M.A.D.1 later, the family of watches continues to grow. With the anticipated future of its successor, the M.A.D.2 on the horizon, the story of the M.A.D.1 doesn’t just stop here, however. Three years on, and coinciding with Geneva Watch Days 2024, the M.A.D.1S joins the collection. You’ll notice the addition of the letter S, which isn’t just for the sake of generating another reference number, but a slimmer, single cylinder, and Swiss made movement offering.
Debuting its first ever Swiss made movement in the series, the M.A.D.1S now plays host to an automatic La Joux-Perret G101 movement, beating at a frequency of 28,800 bph/4 Hz with a power reserve of 68 hours. Housed in a Stainless Steel 316L case, at 42mm x 15mm, it showcases an alternative movement proposition in the line-up. Rather than repeat the story of its predecessors, the M.A.D.1S offers something different, turning the page on a new chapter.
Turning a new page: the M.A.D.1S
When Maximilian Büsser set out to create the first M.A.D.1, the challenge was a tough one: to create a product that welcomes the same spirit of creativity as an MB&F machine, but under a separate brand. And all the while confronting the task of an approachable price point. Challenge accepted. But the first hurdle?
No in-house movement would match the desired price. The search led the team far and wide to find a movement that would embody the spirit of the M.A.D.1: its crux, the rapid spinning of the rotor, provoked by the flick of the wrist. While bidirectional movements were in their plenty (offering slower rotations), no such mechanism for a Swiss made movement with unidirectional
winding existed at the time of the M.A.D.1 inception, within the desired price bracket. And after all, what would the madness of these watches be without their spinning enchantments? Thus, Büsser and the team opted to bring the spinning illusions to reality by modifying a dependable Japanese Miyota 821A movement, granting the unidirectional winding needed to achieve the feat.
Until now: the M.A.D.1S now plays host to an all new movement. Call it variation on a theme, this diversified timepiece continues to write the story of this unexpected horological phenomenon, now with an all-new interior.
With around 6000 wrists bearing ownership of a M.A.D.Edition to date, the M.A.D.1S welcomes the next community of collectors and culturally-curious wrists with a more streamlined presence, in part thanks to the new Swiss made movement. The reduced height of 15mm – 20% slimmer than previous M.A.D.1 editions – is also obtained thanks to the single cylinder display (previous editions featured two cylinders, one for hours, one for minutes).
To complete the evolution, the slimmer movement and case size are matched with re-worked lugs for a sleeker fit, along with a modified rotor that offers further transparency to the movement.
Hailing back to the foundations of the M.A.D.1 and the spirit of giving back to a cherished community, the M.A.D.1S follows suit with the launch of its colourways. The M.A.D.1S will be available to ‘Friends’ (suppliers) and ‘Tribe’ members (MB&F collectors) in a limited series with bespoke purple accents on the dial. To the public, who have continued to champion the M.A.D.Editions in their numerous variations, the M.A.D.1S will debut with ice-blue accents.
Discover the tale
At the heart of M.A.D.Editions, Maximilian Büsser has set out to bring his sense of wonder to watchmaking, while eradicating as many obstacles as possible from price point to accessibility. Averse to prolonged waiting lists and countless queues, the team behind M.A.D.Editions have created a raffle system to allow for as fair distribution to the public as possible.
Open for several days, the raffle allows ample time for entrants to register, while removing as best as possible multiple registrants and bots, to ensure as fair a result as possible. The random draw is taken under the supervision of a bailiff. The M.A.D.1S raffle will open at the end of August, just before the Geneva Watch Days.
