Introducing M.A.D.1S with a Slimmer Case, a Single-Cylinder Display, and a Swiss Movement

When Swiss businessman Maximilian Büsser, founder of MB&F, embarked on the journey of creating M.A.D.1, his goal went beyond crafting a mere timepiece — he aimed to encapsulate the eccentric magic of his brand, and make it accessible to more and more wrists. Originally launched in June 2021 as a token of appreciation for MB&F’s inner circle of suppliers and collectors, M.A.D.1 Blue quickly received overwhelming demand, catching everyone by surprise. Understanding the buzz it had created, the team decided that this captivating story was too compelling to keep under wraps.

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Now, after four iterations, the M.A.D.1 family continues to expand. As M.A.D.2 looms on the horizon, M.A.D.1S made its grand debut on 27th of this month, right before Geneva Watch Days 2024. But, what does the ‘S’ stand for? It’s not just a random letter — it signifies a sleeker, single-cylinder, Swiss-made movement, marking a significant evolution in the series.

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Let's take a step back to look at the creation of M.A.D.1, wherein Büsser and his team faced the challenge of embodying MB&F’s creative spirit at a more accessible price point. Their biggest hurdle? Securing an in-house movement that wouldn’t be prohibitively expensive. After extensive search, they zeroed in on a modified Japanese Miyota 821A movement, which provided the unidirectional winding necessary to achieve the signature rapid rotor spin, an integral feature of M.A.D.1’s appeal.

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Fast forward to M.A.D.1S, which takes the series to new heights with an entirely new Swiss-made movement, maintaining the same captivating spin but with a more sophisticated and diverse interior. This model isn’t just a follow-up; it’s a significant evolution, demonstrating that M.A.D. Editions are more than a fleeting trend. M.A.D.1S is the first to feature a Swiss-made La Joux-Perret G101 movement, operating at 28,800 bph/4 Hz with a 68-hour power reserve. Encased in a 42mm x 15mm Stainless Steel 316L body, this timepiece marks a new chapter in the M.A.D. story, offering a fresh take on the familiar. It boasts a slimmer profile, refined lugs for a sleek fit, and a redesigned rotor that adds even more transparency to the movement.

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In keeping with the spirit of giving back, M.A.D.1S will be offered with bespoke purple accents exclusively for 'Friends' (suppliers) and 'Tribe' members (MB&F collectors), while the public can enjoy the ice-blue version. Each watch features a leather strap with a stainless steel folding buckle.

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To ensure accessibility and fairness, M.A.D. Editions have introduced a raffle system, overseen by a bailiff, giving everyone a fair chance to own a M.A.D.1S. This system will be open for several days to prevent bot entries and maintain fairness. The M.A.D.1S raffle kicked off at the end of August, just before the ongoing Geneva Watch Days 2024.

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