M.A.D EDITIONS - THE STORY UNTIL NOW The story of the M.A.D.Editions began as a spontaneous one. In June 2021, MB&F founder Maximilian Büsser shared a watch with his community of suppliers and collectors on email, with the attachment detailing a handful of images of a watch. There was no launch, no announcement, no press rallying. But what followed saw an unprecedented momentum beyond the select email recipients to see this watch, the first edition of the M.A.D.1, be brought further to life to the public. To this day, and in the spirit of fairness, accessibility to all M.A.D.Editions are sanctioned by audience: to the ‘Friends’ (suppliers) of the brand who have supported Maximilian Büsser’s endeavours since 2005, involved in the creation of timepieces, and the ‘Tribe,’ for those in ownership of MB&F’s Horological and Legacy Machines, granted permanent access to future M.A.D.Editions, acknowledging its adopters both old and new. But the M.A.D.1 Blue, the “Friend and Tribe Edition” garnered traction beyond any expectation. Due to popular demand, less than a year later, in March 2022, the M.A.D.1 RED became the first M.A.D.1 available to the public, modified with unique features including a slimmer bezel and round winding crown. With a production of 1,500 pieces, the raffle strategy was inaugurated for supporters to enter, with the opportunity to win the rights to purchase a watch. With a staggering 19,000 entrants, winners were selected at random and watches were delivered that year, in keeping with Büsser’s goal to reduce wait times and the process from purchase, to wearing on the wrist. As the final distribution of M.A.D.1 REDs made their way to new owners, Büsser and the MB&F team were awarded the Challenge Prize at the esteemed Grand Prix d’Horlogerie de Genève (GPHG), for the best watch under 3500 CHF that year. With no sign of waning appetite, MB&F manufactured a second batch of 1,500 M.A.D.1 REDs in February 2023, via the same raffle process, which saw an increase in entrants up to 22,000. Putting a precedent on affordability and to support the desire amongst fans to own a M.A.D.1, the team later produced a further 1,500 models in September 2023, the M.A.D.1 GREEN, this time in another accented colourway. The M.A.D.Editions continue to speak to Büsser’s watchmaking lens: playful, thought-provoking timepieces that question the boundless limits of horology as a form of art. Paying tribute to this, Büsser welcomed the first collaborator to the series in March 2024, with the inimitable French artist and designer, Jean-Charles de Castelbajac, regarded for his playful fusions of colour, in a limited edition run of 999 pieces. From the early ideation many years ago, to the first execution in 2021, through to the launch of the slimmer, reconfigured M.A.D.1S powered by the Swiss made LaJoux-Perret calibre, M.A.D Editions continues to welcome enthusiasts along a journey in celebrating the M.A.D.ness.

On:

Reading Time: 7 minutesIf the M.A.D.1 broke the rules, the M.A.D.2 spins a different story. Born from the mind of Eric Giroud – designer, rebel, and longtime MB&F Friend – this timepiece is a love letter to the wild, electrifying spirit of 1990s club culture; it’s the second act in a saga thatContinue Reading