In 2021, MB&F presented the M.A.D.1 BLUE Friends Edition, and then after almost a whole year, they launched the M.A.D.1 RED for those who couldn’t get one of the Friends Edition pieces. While the M.A.D.1 is not an MB&F Machine, but a more accessible timepiece that was created under a different brand, the idea was still generated by Max Büsser himself.

The first M.A.D.1 Friends Edition broke the internet and it was reserved for ‘Friends’ —suppliers who help MB&F create their MB&F Machines— and to the members of ‘The Tribe’ —the owners of MB&F machines. After the M.A.D.1 RED, the M.A.D.1 GREEN followed and earlier this year, MB&F presented a collaboration with artist Jean-Charles de Castelbajac named M.A.D.1 ‘Time to Love’ Edition X Jean-Charles de Castelbajac.

Max Büsser and the MB&F team now debut the fifth edition in the M.A.D.Editions story right in time for Geneva Watch Days, continuing to craft more accessible timepieces that nod to the thrill of the mechanical art universe. The new M.A.D.Editions M.A.D.1S. is a slimmer watch with a single time indication cylinder and powered by a Swiss-made movement.

This new watch is presented as a thank you to the friends who have supported the world of MB&F; a thank you to those who turned the initial sketches into something tangible on the wrist; a thank you 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. The creation of the M.A.D.1, lies behind the idea of a watch that gives back to the MB&F community, with a timepiece that prioritizes creativity at an accessible price point.

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 vph with a power reserve of 68 hours. Housed in a stainless steel 316L case, at 42 mm x 15 mm, 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 into a new chapter and available in either ice blue or purple.

Since 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. 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. 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?

Until now: the M.A.D.1S now plays host to an all-new movement. Call it a 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 reworked 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 colorways. 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.

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.

While the new M.A.D.Editions M.A.D.1S is not limited, the first batch, available via the raffle, includes about 1,500 pieces for the Ice Blue. The Purple —exclusive to Tribe & Friends— will depend on their orders.

Sticker Price CHF 2,900 Swiss Francs—approximately USD 3,400. For more info on MB&F and the M.A.D. Gallery click here.