The new M.A.D.1S “Grow Your Dreams” brings a vibrant dose of creativity to independent watchmaking. Available in three striking versions—Sun, Nature, and Water—it is not just a watch but a symbol of imagination and self-belief, designed to inspire its wearer as much as it intrigues collectors.
From Experiment to Artistic Platform
M.A.D.Editions began as a playful project by Max Büsser, intended as a reward for friends and loyal supporters rather than a commercial venture. The response, however, was overwhelming, turning it into a fully-fledged creative journey. The M.A.D.1S, launched in 2024, refined the concept with a slimmer profile and a switch to a Swiss-made movement. With “Grow Your Dreams,” the brand partners with British-Nigerian artist Yinka Ilori, known for his storytelling and bold use of colour, to transform the watch into a wearable piece of art.
Technical Refinement Meets Bold Expression
The watch features a 42 mm stainless-steel case measuring 15 mm in thickness, with sapphire crystal on the front and mineral glass on the back. Water resistance is rated at 30 meters. Inside beats the La Joux-Perret G101 automatic calibre, running at 4 Hz with a 68-hour power reserve. This slimmer movement allows for a more balanced case while supporting the watch’s signature peripheral time display. The rotor, made of anodized titanium, is skeletonized with a tree-shaped motif and engraved with “Grow Your Dreams.” Each model—Sun, Nature, or Water—comes with its own rotor colour, enhanced with Super-LumiNova for nighttime brilliance.
Design That Speaks to Dreamers
The artistic elements are where this watch truly stands out. The bezel incorporates HyCeram inlays, creating depth and vibrancy, while the baseplate carries stamped, wave-like textures for added dimensionality. Each model conveys a distinct emotion: Sun radiates energy with yellow accents, Nature evokes growth with green and purple tones, and Water offers serenity with calming shades of blue. The mismatched rubber straps are embossed with leaf patterns, adding a tactile and visual richness. For balance, a clean white strap is also included, offering a more understated option. The result is a watch for those who want their timepiece to reflect optimism and individuality.
A Limited Invitation to Grow
With only 400 pieces per version, the M.A.D.1S “Grow Your Dreams” is produced in deliberately small numbers, maintaining exclusivity while still being more attainable than MB&F’s creations. Priced at CHF 3,200 (plus VAT), it sits at an intriguing crossroads: high enough to reflect the artistry and Swiss mechanics involved, but still accessible to a wider community of watch lovers. Distribution is handled through a raffle system, giving enthusiasts around the world a fair chance to acquire one.
Conclusion: Horology with a Human Touch
The M.A.D.1S “Grow Your Dreams” is more than an object of timekeeping. It embodies the joy of collaboration, the optimism of creativity, and the technical rigor of Swiss horology. It’s a watch that doesn’t just mark the hours—it encourages you to chase what matters most. And if you are a fan of the brand, check out MB&F’s HM8 Mark 2 Purple which is – most probably – going to blow your mind !
