Introducing MB&F Unveils the New Generation of Its Famous Collection the M.A.D.1S

Maximilian Büsser and the MB&F team debuted the fifth edition of the M.A.D. Editions series at the fifth edition Geneva Watch Days this month, continuing to craft more accessible timepieces that celebrate the thrill of mechanical art: introducing the M.A.D.1S.

The M.A.D.Editions watches were originally conceived by Maximilian Büsser as an honest "thank you" to those who turned initial sketches into tangible creations worn on the wrist. As he shared with us, his incredible journey from employee to the owner of one of the companies that revolutionized haute horlogerie has been remarkable. Recently, Max made a significant move to secure the future strength of his company by selling 25% of his stakes to the French group Chanel. Now, at Geneva Watch Days, we welcome a new addition to the M.A.D. collection.

This journey of gratitude led to the creation of the M.A.D.1 in June 2021. Four iterations later, the M.A.D.1 family continues to grow. With anticipation building for the M.A.D.2 on the horizon, “ Max talks to us about the future of MAD releases during our interview with him”. The M.A.D.1 story is far from over. Three years on, coinciding with Geneva Watch Days 2024, the M.A.D.1S joins the collection. The addition of the letter "S" signifies more than just a new reference number; it represents a slimmer, single-cylinder, Swiss-made movement.

Rather than repeating the story of its predecessors, the M.A.D.1S marks a new chapter. Housed in a 316L stainless steel case measuring 42mm in diameter and 15mm in height, the M.A.D.1S is 20% slimmer than previous editions, which measured 18mm. To complement the evolution, the sleeker movement and case size are paired with redesigned lugs for a more refined fit.

The slimmer profile is achieved thanks to the single-cylinder display, as opposed to the two-cylinder system (previously used for hours and minutes). A modified rotor also enhances the transparency of the movement. The M.A.D.1S will be offered to 'Friends' (suppliers) and 'Tribe' members (MB&F collectors) in a limited series with bespoke purple accents on the dial. For the public, who have championed the M.A.D.Editions, the M.A.D.1S will debut with ice-blue accents.

Debuting the first-ever Swiss-made movement in the series, the M.A.D.1S features an automatic La Joux-Perret G101 movement, beating at a frequency of 28,800 bph (4 Hz) with a power reserve of 68 hours.

The watch will be a limited edition, with the M.A.D.1S raffle opening at the end of August, just before Geneva Watch Days. The company has adopted a new raffle system, and the price of the watch is 3,135 Swiss francs, equivalent to 13,600 AED.

For more information, please visit M.A.D gallerie website.