Not all images were able to load for printing. Please close the print window and try again. The New & Vibrant M.A.D. Editions x Yinka Ilori “Grow Your Dreams”
The M.A.D.1S gets an artistic touch of optimism with Yinka Ilori.
Launched as a side project next to his main brand MB&F, Max Busser created M.A.D.Editions first as a way to reward friends of the brand, long collectors and suppliers for their continuous support. There was no intention for it to become a brand on its own, but what followed saw an unprecedented momentum beyond the select group… Seeing the success of the non-available M.A.D.Editions M.A.D.1, the decision was made to bring it to life for the public, with the idea for it to remain a collaborative project. Playful, different and yet relatively accessible, the brand has gathered great success. In April 2024, Büsser welcomed the first collaborator to the series, French artist and designer Jean-Charles de Castelbajac. Now it’s time for another artist to join the show, British-Nigerian multi-disciplinary designer Yinka Ilori, releasing a colourful and optimistic trypitch based on the M.A.D.1S.
About Yinka Ilori: “A London-based, British-Nigerian multi-disciplinary artist and designer whose bold visual language draws on his dual heritage to convey new narratives through contemporary design. For Yinka Ilori, the world is a canvas for optimism. Through vibrant colour and playful design, the British-Nigerian artist infuses everyday objects with joy and meaning. From his childhood to his rise as a celebrated multidisciplinary creative, Ilori has used storytelling to blend cultural heritage, social commentary, and aesthetics across diverse mediums.”
Grow Your Dreams is the name of the newest version of the M.A.D.Editions M.A.D.1S, the slimmer version of the original M.A.D.1, unveiled last year. The “Slim” wasn’t just a slightly revamped model, it introduced a slimmer design and a Swiss-made, single-cylinder movement. And now, the base watch has been handed over to Yinka Ilori for him to apply his artistic touch, resulting in three bold, highly colourful and optimistic watches named Sun, Nature and Water. Entitled “Grow Your Dreams”, the series explores three themes, with each of the models being limited to 400 pieces. While the case and movement architecture remain anchored in the Swiss Made LaJoux-Perret calibre that debuted in the M.A.D.1S, this edition pushes design to new heights.
The base remains a barrel-shaped steel case of 42mm in diameter, with a 15mm thickness, a reduced profile that was made possible by switching to a single-sided barrel for the display of the time, instead of two in the inaugural M.A.D.1. The shape of the lugs and caseback, rather impressive considering the price range in which these watches are offered, remains unchanged. Now about the changes… And there are quite a few to report. The M.A.D.1S Grow Your Dreams’ main difference comes from the rotor, in plain sight on the front of the watch. Made of titanium, it undergoes anodization to transform its colour, allowing the creation of three vivid hues: yellow, green, and blue. The shape has also been reimagined, now slimmer and more intricate, without compromising its signature high-performance rotation. Each blade is precisely milled with a tree motif, a symbol of hope and growth.
Framing the sapphire crystal on top is a bezel that now incorporates colours, but instead of 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 finished with hand-polishing. To complete the rainbow of colours, the aluminium baseplate features stamped textural waves that ripple under the movement with a 3D effect.
As said, power now comes from the Swiss-made LaJoux-Perret G101 instead of a Japanese Miyota engine. The powerful alternative to ETA and Sellita benefits from an extended power reserve of 68 hours and more refined decoration. It’s also slimmer and, like the Miyota movement, retains a super-fast spinning rotor that makes all the fun of wearing a watch by M.A.D.Editions.
Each model bursts with mismatched colour through its rubber straps: Sun pairs luminous yellow and green; Water blends deep and sky blues; Nature contrasts bold purple with red. Every strap is further detailed with stamped leaf patterns. Each version also comes with a second interchangeable white strap, for those occasions when the mismatched colour straps might be just a bit too much.
Availability & price
As with previous M.A.D.Editions, a portion of the Grow Your Dreams pieces will go to our Tribe (MB&F owners) and Friends (suppliers) on a first-come, first-served basis. The rest will be offered to the public via a raffle, giving access to purchasing the M.A.D.1S Grow Your Dreams. The raffle opens Tuesday, September 2nd and closes Monday, September 8th. Registration is free. The price of the watch will be CHF 3,200 + VAT. And as said, each edition is limited to 400 pieces.
For more details and to register for the raffle, please visit www.mbandf.com/madeditions/madeditions-raffles.
3 responses
Paging the Chris Ward attack dogs. Where are you? Hilarious!!
Affordability is relative. Busser wants me to grow my dreams while he grows his bank account. Tell ya’ what; I’ll keep my bank account and he can keep his dreams. “Affordability” appears to have become an often used word to describe outrageous pricing for what’s being offered these days. And then I have to register for a raffle to see if I’m lucky enough to get my name drawn for the “privilege” of growing his bank account. Ha!
What a JOKE!
It could be a fan pool-summer watch, but only with 30m? You barely can get it close to the sink.