News
Introducing the M.A.D.1 RED
News
Introducing the M.A.D.1 RED
What should absolutely impress you about that, is that Büsser did not use any classical means of having the news of the watch’s launch out there. One fine June day, it just started popping up all over Instagram, and continued to dominate conversations among watch circles well past Geneva Watch Days in September.
Büsser explained back then, “…I absolutely LOVE creating insane MB&F Machines – and I still do! – but their very high price, due to their complexity, production and quality of finishing, had created a bit of frustration in me: my family and friends could never afford them. That’s why I’ve been playing with the M.A.D.Editions side project for quite a while. Also, there was an enormous intellectual challenge in developing something creative at a much lower price point.”
Upon announcement, though, the amount of people who wanted to add the M.A.D.1 went far and beyond Büsser’s logical means to limit its production, several times over. He goes on, “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. 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, accessible to a wider public in 2022.”
While built on the original M.A.D.1, the watch is differentiated with a fresh new cherry red livery along with a slightly slimmer bezel and a more classical round winding crown for the winding and time setting functions.
“By the way – and this is very important! – if you didn’t write to us yet, there’s no need to write now – we’ve closed that list. However, you DO have another chance to get a M.A.D.1 RED, which I’ll explain now.
“Once we have the confirmations of the priority orders, we’ll then take all the remaining M.A.D.1 RED pieces available, and allocate them thanks to a lottery, open to everyone. If you’re interested in participating in the lottery, which is of course totally free of charge, please go to our eShop to obtain a lottery ticket – and relax, there’s no rush, you have the next 2 weeks to get a ticket. After 2 weeks we’ll then proceed with a random draw, and we’ll let you know whether the draw has been favorable to you – in which case you will be able to place your order.”
Explaining a new pricing for the M.A.D.1 RED, Büsser shares, “To make the M.A.D.Editions project sustainable in the long term – because we do have long-term plans for it! – the price of the M.A.D.1 RED is 2,900 Swiss francs before tax.”
Beyond the launch of the M.A.D.1 RED and its price, what you need to take away right now is that Max Büsser has now officially gone on record to say that there are long-term plans M.A.D.Editions.
Tech Specs
M.A.D.Editions M.A.D.1 RED
Movement: M.A.D.1 caliber; inverted Miyota 821A automatic movement, modified with titanium and tungsten winding rotor on top and lateral time display system, featuring revolving hour and minute rings
Function: Hours and minutes displayed laterally
Case: Ø 42mm stainless steel, mineral glass and sapphire crystal; thickness 18.8mm
Dial: Hours and minutes displayed laterally on revolving cylinders
Strap: Calfskin strap with stainless steel folding clasp
More information: shop.madgallery.ch