In the world of high-end watches, exclusivity often reigns supreme, with price tags soaring to dizzying heights. However, Max Büsser and Friends decided to flip the script with their M.A.D.1 series. It all began with a nonchalant email, bathed in icy blue, sent out to the dedicated “Friends” who support MB&F in their watchmaking endeavors.
These friends, who share in the creation journey, were in for a delightful surprise. Inside that email were a few tantalizing pictures and an astonishing $2,000 price tag – a far cry from the typical realm of Max Büsser’s horological creations, which often reached astronomical figures of $60,000 to well over half a million dollars.
Suddenly, the watches born from Max Büsser’s imaginative mind space were within reach for those who had played a part in their existence. Later on, “The Tribe,” MB&F’s exclusive owner’s group, was also granted the privilege to acquire one.
Then, in March 2022, the M.A.D.1 Red burst onto the scene, sending shockwaves through the watch world. With only 1,500 pieces available and a price point of 2,900 CHF, enthusiasts clamored to secure one of these timepieces. Keep in mind, MB&F typically crafts around 300 watches in their mainline collection each year. The demand was unprecedented.
The brand faced the daunting task of sifting through a deluge of entries, sifting out the bots and scammers to ensure fairness. They even enlisted the services of a bailiff to oversee the drawing – a testament to their commitment to equity.
Although the M.A.D.1 isn’t an MB&F creation itself, it exudes a similar charm and spirit of unconventional watch design championed by its founder. This became evident when the brand clinched the Challenge Prize at the Grand Prix d’Horlogerie de Genève in 2022, and then proceeded to repeat the feat in February 2023.
Now, the M.A.D.1 returns for a third outing, this time adorned in a striking green hue, complemented by a black minute dial. It still boasts the mesmerizing spinning top rotor blade and an abundance of SuperLuminova for that extra punch. Powering this timepiece is a heavily modified Miyota 8315 movement.
But here’s the twist: the time isn’t read conventionally from the front, but rather from the side. A simple twist of your wrist, and you’ll spot the arrow pointing to the hours and minutes. Once again, there are 1,500 of these remarkable watches in this initial release, with the potential for more to follow. And, to top it all off, the price remains a tantalizing 2,900 CHF, plus tax.