Introducing M.A.D. Editions' M.A.D.1 Gets Slimmer With The M.A.D.1S

It's a big day for fans of affordable avant garde because M.A.D. Editions is launching the fifth edition of their cult-classic M.A.D.1., and it's the biggest update yet. What started in June 2021, as MB&F founder Maximilian Büsser sharing a relatively affordable watch with his community of suppliers and collectors via email turned into a watch that has spawned four other variations over the last three years. The M.A.D.1. is a watch meant to be read from the side angle (no wrist rotation required) through what was previously two barrels rotating around the case edge to tell the time in hours and minutes. At the top is a unidirectional, fast-spinning blade rotor that speeds around in circles to great effect. And while the watch has gone through a number of color changes, it's always been a fun, albeit chunky, watch.

Well, the M.A.D.1S seems to have hit the gym and shed a bit of bulk, because the new release from Max Büsser is now 42mm by 15mm thick, 20 percent thinner than its predecessors. For the first time, the watch is powered by a Swiss-made movement, a modified La Joux-Perret G101 (instead of the previous Japanese Miyota 821A). Further cutting down the thickness is a simplified single-barrel display that shows the time at that side angle on the rotating hour disc only. The lugs have also been slimmed down and don't look nearly as dominating from the top or side. 

The M.A.D.1S isn’t a limited edition, but only a set number are being made for the general public in this batch. Some of the M.A.D.1.S will have purple accents and will only be available to suppliers and previous customers of MB&F. The others have ice blue accents and will be allocated via raffle (as in the past releases) in a batch of 1,500 this go around, though more could be made in the future. That raffle will be checked and monitored for any gaming of the system or bots and the drawing will be monitored by an independent bailiff so everyone can get a fair chance. The price is CHF 2,900 and the raffle will run from August 27th to September 2nd.

Oooooh buddy. Here we go again, and boy, am I excited. M.A.D.1 has been on my radar for quite a while. I'm a big fan of Max Büsser and MB&F, but I can't imagine I will ever be shopping in the price bracket where I could get an example of his watchmaking design skills. That's why the M.A.D.1. was so special. Suddenly, many more people had a chance to get a touch of Büsser's creativity on their wrist. But I'm not the only one who has thought so. 

The first M.A.D.1 had 19,000 entrants for 1,500 watches. The second release had 22,000 for the same number. The watch went on to win a GPHG Challenge prize for affordable watchmaking as well. And I – like many of you – never won the raffle. But this new watch makes it look like the wait was worth it (if I get picked this time).

Until now, I've been relatively okay without winning the raffle. This is a novelty with the biggest "capital N" and despite the relatively affordable price tag, I always wondered how often I'd wear something that's 18.8mm thick. I told myself there were watches I would more likely wear at a price – just as a salve on the wound of not being lucky. Now the watch has slimmed down, and in pictures, it looks more substantially thin than the 3.8mm shaved off the top. Sure, you lose a bit of accuracy because you no longer have a more specific minute track, but it's not the kind of watch where accuracy is the point. If you look at the side of the case and say, "It's 7:18-ish," I think that's more than fine. While it's hard to tell in the stylized, Pari Dukovic-esque pictures, the refined lugs also help visually slim the watch.

Maybe the third (or fourth, or whatever number this is) times the charm. I'm definitely going to put my name in for this and I'm definitely going to try to see this in person for more thoughts before the raffle closes. You know where to find them when I do. Oh, and before I forget, the team teased one more bit of information in the press release – there's a M.A.D.2 coming soon too. 

Brand: M.A.D. Editions
Model: M.A.D.1S

Diameter: 42mm
Thickness: 15mm
Case Material: 316L Stainless Steel
Dial Color: Purple accents for Friends and "Tribe" members; Ice-blue accents for the general public
Indexes: Single cylinder display viewed from the side angle
Water Resistance: 30m
Strap/Bracelet: Leather strap with stainless steel folding buckle

Caliber: Manufacture La Joux-Perret Movement G101
Functions: Singular rotating hour track
Diameter: 11 ½'''
Thickness: 4.45mm
Power Reserve: 68 hours
Winding: Automatic winding (unidirectional)
Frequency: 4 Hz
Jewels: 24
Additional Details: Mineral glass and sapphire crystal treated with anti-reflective coating on both faces

Price: CHF 2,900
Availability: Raffle open from August 27th to September 2nd with a random draw
Limited Edition: No, but only 1,500 pieces in this batch. 

For more, click here.