MB&F's M.A.D.Editions: A Watchmaking Revolution Beyond Tradition


The watchmaking world has been abuzz with excitement since MB&F announced the launch of the M.A.D.1 Green, the latest edition in their unique timepiece series. This distinctive wristwatch marks a groundbreaking departure from the traditional retail model, opting instead for a raffle system to meet the extraordinary demand for this affordable yet creatively engineered watch.

A Tale of Gratitude and Innovation

MB&F's journey into creating the M.A.D.1 began with a profound sense of gratitude. The brand's founder, Maximilian Büsser, recognized that many watch enthusiasts, including his closest friends and family, couldn't access MB&F's high-end timepieces. This realization led to the birth of M.A.D.Editions, a subsidiary brand that aimed to make horological art accessible to a wider audience.

The idea for a more affordable parallel watch brand first sprouted nearly two decades ago but remained dormant until 2014 when it resurfaced. However, it wasn't until 2020, amidst the COVID-19 pandemic, that the concept gained momentum. Between 2020 and mid-2021, MB&F's team meticulously fine-tuned and designed the M.A.D.1. It retained MB&F's signature creativity and innovation while being far more budget-friendly.

The Unveiling of M.A.D.1 Blue

The inaugural M.A.D.1, known for its distinctive blue accents, was never formally launched. Instead, it was quietly shared with MB&F's network of supporters, including suppliers and members of "The Tribe," MB&F's owner's club. These dedicated supporters had played a significant role in the brand's success, and the M.A.D.1 was initially intended as a token of appreciation. However, once in the hands of these supporters, the watch began to generate considerable buzz. What was initially a thank-you gesture soon became a global sensation.

From "Friends and Tribe" to Wider Audiences

Given the rising demand for the M.A.D.1 and the widespread enthusiasm generated by its early adopters, MB&F faced a dilemma. It was clear that the M.A.D.1 had outgrown its initial audience and was ready to embrace a broader clientele. This transition was a logical step in a world where social media and online communities could not contain the excitement for this remarkable watch.

Developing the M.A.D.1 was a creative endeavor, much like the more luxurious MB&F timepieces, albeit at a more accessible price point. To balance affordability with ingenuity, MB&F modified the reliable Miyota 821A movement and designed a distinctive case structure. The result was a timepiece with an eye-catching design and an upside-down movement, a nod to MB&F's penchant for lateral displays.

The M.A.D.1 Red: A Step Toward Accessibility

Following the success of the M.A.D.1 Blue, MB&F unveiled the M.A.D.1 Red in March 2022, with its own unique features. This vibrant cherry red edition was made available to the public, complete with a more traditional round winding crown. After analyzing the true costs involved in creating and servicing the M.A.D.Editions, the price was adjusted to CHF 2,900 + tax (approximately $3,100).

The public release of the M.A.D.1 Red saw overwhelming demand, with 22,000 participants entering the raffle for a chance to acquire one of the 1,500 pieces. The lucky winners reveled in their good fortune, securing this captivating watch.

Introducing the M.A.D.1 Green: The Latest Chapter

The M.A.D.1 Green, unveiled in September 2023, continues MB&F's innovative approach to watchmaking. This refreshing mint green edition offers a new opportunity for fans and collectors who have yet to acquire their M.A.D.1. The raffle system that has become synonymous with M.A.D.Editions remains the avenue to access this timepiece.

Watch enthusiasts can register for the M.A.D.Gallery e-shop's raffle from September 12th for two weeks. After meticulous filtering and cleaning of the entries, the lucky winners will be chosen at random under the supervision of a bailiff. The results are expected to be announced in early October, with deliveries scheduled from October 2023 to April 2024.

MB&F's innovative approach to accessible luxury timepieces challenges the conventional watch market, proving that creativity and affordability can indeed go hand in hand. The M.A.D.1 Green promises to be a worthy addition to this revolutionary journey, making exceptional horology accessible to a global audience.

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