M.A.D.EDITIONS - History, Models and Owners' Reviews

M.A.D.Editions. born in Geneva under Maximilian Büsser’s impulse (the mind behind MB&F), the brand was devised as an “access path” to experimental design at a controlled price: the debut M.A.D.1 went first to MB&F’s Friends & Tribe in 2021 before opening to the public via lotteries, framing a community-driven, artisanal, and deliberately offbeat project.

A parallel venture for attainable avant-garde

The idea of a sister brand, more affordable than MB&F, dates back to MB&F’s early days and materialized in 2020–2021: dramatic architecture, lateral time display, a showpiece rotor and bold volume, yet with industrial choices to keep pricing in check; the promise is to extend MB&F-like aesthetics to more enthusiasts while maintaining tight distribution and direct relationships, in order to put the wearing experience first.

Visual language: side reading and a theatrical rotor

M.A.D.Editions’ instant signature is a case-band time display via cylinders, while an openworked rotor whirls “on top” like kinetic sculpture; the setup creates strong wrist presence—half playful object, half expressive instrument—with bold colors (Tribe blue, red, green, later specific tones) meant to deliver legibility in a concept usually reserved for haute horlogerie.

Model timeline (M.A.D.1 → M.A.D.1S)

The product story unfolds in waves: 2021 launches M.A.D.1 (Blue, Friends & Tribe), 2022 brings the M.A.D.1 Red (with a second 2023 wave), September 2023 adds the M.A.D.1 Green, and 2024 introduces the thinner M.A.D.1S powered by a Swiss calibre; in 2025, a vibrant trio with designer Yinka Ilori extends the pop-experimental DNA—an approach that keeps the project in ongoing creative dialogue with its community.

• M.A.D.Editions M.A.D.1 (Blue, 2021) — First run for Friends & Tribe: lateral readout, kinetic rotor, community launch.
• M.A.D.Editions M.A.D.1 Red (2022/2023) — Public release via raffles, two waves totaling about 3,000 pieces reported by specialist media. 
• M.A.D.Editions M.A.D.1 Green (2023) — Circa 1,500 pieces at 2,900 CHF, same architecture in a mint-green livery.
  M.A.D.Editions M.A.D.1S (2024) — Slimmer case and a Swiss La Joux-Perret G101, in Purple (members) and Ice Blue (public).
• M.A.D.Editions × Yinka Ilori (2025) — Limited trio, bold materials and colors, raffle sales window.

Mechanics: from Miyota 821A to La Joux-Perret G101

The original M.A.D.1 used the battle-tested Miyota 821A whose unidirectional rotor was integral to the spectacle, enabling an unusually low retail price for such a concept; in 2024 the M.A.D.1S moved to the Swiss G101 (68-hour reserve), slimming the case and raising spec while staying true to the founding idea of bringing attainable avant-garde to the wrist. 

Positioning, pricing, volumes, and access

Positioned “accessible-to-mid” for a look normally priced far higher, the brand has communicated reference pricing around 2,900 CHF depending on editions, with tight volumes and raffles to manage demand vastly exceeding supply; the supervised process helped shape a highly engaged community around each drop.

Distribution and community relationship

Sales are primarily direct, in short, announced waves; the “Friends & Tribe” then public-raffle logic centers conversation (targeted updates, transparent allocation, clear calendars) while creative collaborations (colors, guest designers) feed ongoing interest; the goal is to embrace cheerful scarcity that prioritizes collective experience over speculation.

Selection advice

Decide first by aesthetics and wear: the original kinetic spectacle (M.A.D.1), the thinner, easier-to-wear case (M.A.D.1S), or a chromatic collaboration (Ilori); then confirm fit (diameter/thickness) and your daily context (desk/leisure), noting that side reading takes a short learning curve; finally, weigh horological interest (G101) against budget/rarity (821A), remembering that each edition tells a distinct chapter of the project.

Conclusion

M.A.D.Editions targets enthusiasts who want Geneva’s experimental spirit in a wearable, financially realistic package. The vocabulary (side readout, kinetic rotor) is unmistakable, and the shift to the M.A.D.1S shows intent to refine comfort without losing whimsy. To choose among editions, start with ergonomics, budget, and your taste for color or collaboration. Scarcity requires patience and process (raffles, lists). Before finalizing, lean on Dialicious customer reviews to match expectations with real-world wear.

(Updated September 2025)