Why It Belongs

The M.A.D.1S isn’t trying to be another MB&F. Instead, it captures the same playful spirit in a package that’s more approachable, more wearable and, most importantly, still unlike anything else on the market. It proves that creativity doesn’t have to sit at the very top of the price ladder.

The Story

The M.A.D.1S immediately stands out because it asks you to read time from the side rather than from the top. The hours and minutes are displayed around the edge of the case, while the centre is dominated by MB&F’s signature triple-blade rotor. The updated “S” version refines the original concept with a slimmer profile and a more balanced case, making it noticeably more comfortable on the wrist while preserving the playful character that made the M.A.D.1 so popular.

When the original M.A.D.1 was introduced, demand quickly exceeded supply and prices surged well above retail. It became one of the most talked-about releases in independent watchmaking, introducing a much wider audience to MB&F’s unconventional way of thinking. Today, with the initial excitement having settled, the M.A.D.1S is easier to appreciate for what it has always been—a genuinely creative watch that prioritises fun, engineering and originality over prestige or exclusivity.

Collector’s Insight

The interesting thing about the M.A.D.1S is that it isn’t trying to replace an MB&F Legacy Machine or Horological Machine. It was never meant to. Instead, it gives collectors a chance to experience the brand’s philosophy in a more relaxed and accessible way. Now that the early hype has faded, the conversation has shifted back to where it should be—the watch itself. And that’s probably the best thing that could have happened to the M.A.D.1S.