Introducing The “MAD 1S” Returns in a Bold New Look by Artist Yinka Ilori

Since its debut in 2021, M.A.D.Editions has carved out a unique space in contemporary watchmaking. Conceived by Maximilian Büsser as a gesture of gratitude to the MB&F community, the line distilled the brand’s signature blend of mechanical creativity and playful spirit into a more accessible form. 

The arrival of the M.A.D.1S during Geneva Watch Days 2024 marked a turning point, with its slimmer proportions and Swiss-made single-cylinder movement setting the stage for future evolutions.

That future now arrives in the form of three vibrant new editions born from a collaboration with British-Nigerian multidisciplinary artist and designer Yinka Ilori. With “Grow Your Dreams,” Ilori brings his bold, optimistic aesthetic to the M.A.D.1S, transforming the timepiece into a canvas for unrestrained imagination. 

The result is a meeting of fine watchmaking and contemporary art that pushes beyond convention, while staying true to the spirit of M.A.D.Editions.

As seen with the M.A.D.1S, the new collaboration with Yinka Ilori is also housed in a 316L stainless steel case measuring 42mm in diameter and 15mm in height, 20% slimmer than previous M.A.D.Editions, which measured 18mm. To complement this evolution, the sleeker movement and reduced case height are paired with redesigned lugs, ensuring a more refined and ergonomic fit.

Pushing the design language further, the bezel introduces a first for M.A.D.Editions: colour inside the bezel itself. Rather than relying on conventional PVD coatings, a precision-machined groove is filled with HyCeram, a high-tech liquid ceramic that hardens through heat and is then hand-polished. Enhancing the rainbow palette, the aluminium baseplate features stamped textural waves, creating a rippling 3D effect beneath the movement.

The slimmer profile is made possible by the adoption of a single-cylinder display, replacing the two-cylinder system previously used for hours and minutes. A modified rotor further improves transparency within the movement. The M.A.D.1S x Yinka Ilori will be available in three distinct versions.

Each rotor blade is precisely milled with a tree motif a symbol of hope and growth revealed at every glance of the wrist. The technical challenge of diversifying the rotor continues with the use of titanium, anodized to achieve three vivid hues: yellow, green, and blue. Super-LumiNova highlights the contours of the rotor and illuminates Ilori’s motto, “Grow Your Dreams,” etched onto its surface. Even the numerals on the time display bear Ilori’s artistic signature.

Debuting the first-ever Swiss-made movement in the series, the M.A.D.1S x Yinka Ilori is powered by the automatic La Joux-Perret G101 calibre, beating at 28,800 vibrations per hour (4 Hz) and offering a power reserve of 68 hours.

Each model bursts with mismatched colour through its rubber straps: Sun pairs luminous yellow with green; Water blends deep and sky blues; Nature contrasts bold purple with red. Every strap is detailed with stamped leaf patterns, echoing Ilori’s dreamscape and philosophy. Each watch is delivered with an additional interchangeable white strap, both secured by a stainless steel folding buckle.

Each edition is limited to 400 pieces. As with previous M.A.D.Editions, a portion of the Grow Your Dreams models will be reserved for the MB&F Tribe (owners) and Friends (suppliers) on a first-come, first-served basis. The remainder will be offered to the public via raffle, giving enthusiasts the opportunity to acquire the M.A.D.1S Grow Your Dreams. The raffle opens on Tuesday, September 2, and closes on Monday, September 8. The retail price is CHF 3,200, approximately AED 14,540.

The link to the raffle registration page.