Introducing the M.A.D.1S, the new generation of M.A.D.1 watches

MB&F's label M.A.D. Editions unveiled a new generation of M.A.D.1 watches called the M.A.D.1S, with the “S” indicating a slimmer case. Price CHF 2,900

MB&F's label M.A.D. Editions is presenting a new generation of M.A.D.1 watches called the M.A.D.1S, with the added “S” indicating a slimmer case.

In addition, the new M.A.D.1S is now powered by a Swiss movement that replaces the Japanese movement used for the previous releases.

Introduced three years ago in a limited batch by Maximilian Busser, the founder of the high-end independent watchmaking brand MB&F (Maximilian Busser & Friends), as a way to thank those who contributed to the brand's success, the initial M.A.D.1 achieved instant success, leading to the creation of a parallel brand called M.A.D. Editions and the subsequent launch of red and green variations in 2022 and 2023.

When the original M.A.D.1 was launched, the only movement in this price segment with unidirectional winding – essential to make the rotor spin with great energy – was the Japanese Miyota 821A. In the meantime, Swiss manufacture La Joux-Perret released an automatic calibre with unidirectional winding: the La Joux-Perret G101, operating at a frequency of 28,000 vibrations per hour (4 Hz) with a power reserve of 68 hours. 

Thanks to the adoption of this movement, the M.A.D.1S is now slimmer, with a total height of 15 mm compared to the 18.8 mm of the original M.A.D.1.

This result was possible also thanks to the single cylinder display (previous editions featured two cylinders, one for hours, one for minutes).

To complete the evolution, the 42 mm case in 316L stainless steel has been streamlined with slimmer lugs for a sleeker fit, along with a modified rotor that offers greater visibility of the movement. Water resistance is guaranteed up to a pressure of 3 bar (30 metres / 100 feet).

The price of the M.A.D.1S remains unchanged at CHF 2,900 + VAT.

Two variations have been created. A special Purple edition will be exclusively available to Friends & Tribe. 

The Ice Blue edition is open to everyone through a raffle system previously used by M.A.D. Editions.

To participate, credit card pre-authorization is required. Those who have entered a M.A.D. Editions raffle before without winning will have their chances automatically doubled.

 

The raffle opens Tuesday, August 27th at 2:00 PM CEST and remains open until Monday, September 2nd at midnight. To enter, follow this link.