MB&F Announces New, Slimmer M.A.D. 1S

When MB&F announced the release of the original M.A.D. 1 back in 2021 it caused quite the stir. Here was a highly unique watch, featuring a touch of the signature creative magic of MB&F, that was available to the masses. In reality, it was quite that straightforward. The M.A.D. 1 was initially produced as a “thank you” to owners (aka the tribe) and “friends” of the brand, a nod to their support through thick and thin. Alas, mere mortals couldn’t expect to walk into a M.A.D. Gallery and walk out with one of these watches. As such, it quickly became a prized commodity amongst the enthusiast community, a symbol of being a part of that in-crowd. It was clear there was a substantial demand for a commercially available variant of the watch. A year later, MB&F announced just that, and thus kicked off a series of limited editions of the M.A.D. 1, available via raffle, each in a different or unique colorway. This week, the M.A.D. 1 gets its first substantial update ever in the form of the M.A.D. 1S, and this time, things will work a bit differently. 

The M.A.D. 1 was immediately recognizable as something different and special. It featured a Miyota movement mounted upside down, with the signature battle-axe rotor mounted on the top, where you’d typically expect to see a dial. The time was read along the walls of the case, where two rings representing the hours and minutes made their rotations. What it lacked in practicality it made up for in style points. Due to the unique construction and time display, the watch itself was quite thick, at 18.8mm, and unwieldy on the wrist, though not necessarily uncomfortable. It was rather light, after all, with the majority of the case itself being hollow. 

The M.A.D. 1S remedies the height issue by collapsing the time indication to a single cylinder display. This has shaved nearly 4mm off the thickness of the watch, which now clocks in at a more reasonable 15mm. In addition to the slimmer case, the watch has made the move to a Swiss movement, now employing the La Joux-Perret G101. This allows for a slightly more refined view under the battle-axe rotor, which remains unchanged. The case itself is 42mm in diameter, and gets a slimmer lug design as well, making for an all-around more wearable expression of the original concept. 

This is a huge step forward for the M.A.D. 1 watch, and represents a commitment to such projects by the brand. MB&F watches are obviously prohibitively expensive for most of us, and such projects offer the broader enthusiast community a way to connect with and support the brand in a more approachable manner. As such, I hope to see further such visions brought to life and offered via the M.A.D. Gallery.

There will be two variations of the M.A.D. 1S at launch. The first is a purple colorway which will be reserved for tribe members (owners) and friends of the brand. The second is a light blue colorway, which will be available to all via a raffle system. This raffle will work a bit differently however, with those wishing to take part being charged a credit card pre-authorization right off the bat. This is being done to “reach real enthusiasts, filtering out flippers and multiple entries” according to the brand. Those who aren’t selected will have the authorization canceled, and will not be charged. 

The raffle for the slimmer, second-generation M.A.D. 1S is open now, and will close Monday, September 2nd. At this point, winners will be notified and charged the full price of the watch, CHF 2,900, with shipping of the initial batches expected to commence in September.