Demand For M.A.D. Edition Spin-Off Has MB&F Founder Seeing Red
A refined second M.A.D. Edition watch signals the side project’s staying power.
Max Büsser’s side project M.A.D. Edition has been bolstered by a second watch, the M.A.D.1 Red.
Büsser, founder of MB&F, announced the side project last summer after growing frustrated that the watches of brand were inaccessibly priced for so many. The first watch, the M.A.D.1, was made available to MB&F’s most loyal customers and the co-creator Friends that represent the ‘F’ in MB&F.
“The response to that M.A.D.1 was mind-blowing: in a matter of days, we were submerged by thousands of comments and messages on social media, begging us to make the M.A.D.1 available,” says Büsser. “After a few weeks, in early July, I posted a video to explain the thinking behind the M.A.D.1, and why it was limited to our Friends and Tribe members… and at the same time, I promised you that our team was working very hard on making a follow-up version.”
The watch features the same inverted Miyota movement with timekeeping hour and minute cylinders rotating around the caseband, illuminated with Super-LumiNova as well as the titanium and tungsten triple-blade winding rotor sitting where the dial should be. New this time around is the cherry red color, a slimmer bezel and a traditional round winding crown in place of the pocket watch style bow of the first watch.
The first pieces will be offered to those people who contacted MB&F directly since the first launch, priced CHF 2,900 exc taxes (approximately $3,100 USD) with the remaining pieces allocated via a lottery system, which can be entered via MB&F’s online store over the next two weeks.
In other watch news, Studio Underd0g brings April Fools’ joke to life to raise money for cancer charity.
