Disclaimer: this video/review was not sponsored by MB&F, M.A.D., Yinka Ilori or any other entity.
Video
Review
MB&F is one of the defining independent watch brands of this generation: a brand that treats horology like kinetic art, and one that’s essentially impossible to ignore if you care about modern high-end watchmaking. It’s also very much a “serious money” universe: pricing for their Horological or Legacy Machines typically starts in the ~$40,000 range and goes up fast. A big part of that magnetism is Maximilian Büsser himself: a highly prolific, hyper-visible figure in watchmaking, and especially in the indie scene, with the kind of cult following usually reserved for artists and auteurs. He’s not just the guy behind the concepts… his enthusiasm is genuinely infectious, and it’s helped MB&F grow into a creative ecosystem of collaborators rather than a conventional watch brand.
M.A.D. Editions is the more accessible pressure valve for all that energy… a parallel outlet where MB&F (and its designers) can express themselves at a lower price point while keeping Büsser’s eccentric design ideology intact. It’s meant to give mere mortals a real taste of what makes MB&F special, without pretending you’re getting a Horological Machine in terms of finishing or complexity.
Enter Yinka Ilori: a British-Nigerian multidisciplinary artist and designer known for bold color, patterns, optimism, and work that scales from objects and interiors to large public installations. He was made a Member of the British Empire (MBE) for services to Design in 2021, and his work seems to always have a very positive and cheerful tone that is easy to identify, making this collaboration feel completely authentic, because that is exactly how I would describe my interactions with Max Büsser.
The M.A.D.1S x Yinka Ilori “Grow Your Dreams” collaboration is exactly the kind of joyful, coherent weirdness you’d hope for, released in three variants: Sun, Nature, and Water (the one I’m reviewing), with just 400 of each. Retail is CHF 3,250 (roughly $4,150 USD), and once you factor in the extra 15% tariff, it effectively lands around $4,800 USD.
Let’s check it out!
Case
The M.A.D.1S case is the kind of object that immediately reminds you this is still an MB&F creature, even if it’s wearing a “more accessible” price tag. I measured 41.75mm in diameter, 49.75mm lug-to-lug, and 14.80mm thick, with a 24mm curved lug width and a 7.6mm push-pull crown sitting at 12 o’clock. And unlike most watches where you mostly interact with the dial and and maybe bezel, the M.A.D.1S demands more of your attention – the top surface and the sides are integral to the experience, to the point where I’d argue the case is the single most important design element here.
It is made of stainless steel, capped by a slightly curved sapphire crystal that, thankfully, gets genuinely effective anti-reflective treatment (so you’re not fighting glare while trying to enjoy the spectacle underneath). MB&F’s own specs describe the watch as using both sapphire and mineral glass with AR coating, and I believe that the mineral glass lives on the flanks / barrel, though you’ll also see some references describing mineral glass on the back so I’m not entirely certain.
Visually, this “Water” variant is my favorite combination of colors: you’ve got green HyCeram inserts on the top and side that punch up the already sculptural silhouette, that contrast beautifully with the blue rotor and blue hour track inside.
The lugs are especially cool: they are an extension of the case-back architecture (if you can even call it that), curving upward into carved forms that mix brushed and polished finishing in a way that reads more “industrial sculpture” than “traditional lug”. And the 12 o’clock crown carries the “Grow Your Dreams” motif with what looks like yellow enamel fill, and it’s easy to grip and operate even while the watch is on the wrist. The watch is rated to 30m of water resistance, which sounds underwhelming on paper, but for something this design-forward, it’s also not unusual.
Dial
I’m going to be slightly heretical here and call the side of the watch, specifically that lower flank around 6 o’clock, with its lume-filled triangular reference marker, the “dial”. Functionally, that’s where the time lives, even if it’s been pushed to the periphery and turned into part of the sculpture.
The M.A.D.1S also makes its priorities very clear in what it doesn’t show. Earlier M.A.D.1 versions offered more explicit hours-and-minutes, but the 1S ditches the independent minute display for a slimmer, cleaner construction, and I’m completely fine with that; this isn’t designed for precise timekeeping so much as it’s designed to be worn as a piece of horological art. If that trade-off bothers you, I’m fairly certain this watch just isn’t for you.
On the Water variant, the hour ring is a brushed blue band with large white numerals, white dots for 15-minute increments, and a wonderfully un-serious squiggly “S” marking the 30-minute position. You won’t be nailing minute-perfect accuracy, but you can still get close… maybe within half of a 15-minute increment if your eyes are reasonably functional. Side-read time itself isn’t a new trick either: Urwerk has done it, and MB&F have played with the concept for years on pieces like the HM5 and HM8. And you have plenty of smaller brands like Amida, Xeric, etc. who have done this too. Overall, legibility isn’t sports-watch crisp, but it’s good enough… and more importantly, it delivers a genuinely fun experience every time you tilt your wrist and “find” the time.
Movement
When MB&F first announced M.A.D.Editions, especially that first run powered by a Miyota 8-series base, I was extremely dissatisfied with the choice. I’ve owned and reviewed enough Miyota 8-series watches to know that I don’t like them, and the Miyota 821A in the earlier pieces is pretty much entry-level in every sense, the sort of movement you typically find in $100-$300 watches. The irony is that MB&F’s choice still made conceptual sense: the uni-directional winding was essential to the high-speed rotor “party trick” that’s basically baked into the M.A.D.1 experience, but the Miyota 9 Series would’ve been a more appropriate option.
So when they announced the switch to the La Joux-Perret G101, I was genuinely thrilled… enough to finally want to buy one myself. The G101 is a movement I don’t just tolerate; I actually think it’s solid, reliable, and good-looking, and I hope it shows up in more watches over time. It has roots in the Miyota 9-series architecture (a far better foundation than the 8-series), and the G101 feels like that concept given the Swiss Made treatment, with upgrades in finishing and specs… including a 68-hour power reserve.
Because it’s uni-directional, spinning it the opposite way can produce that friction-less free-spin that turns the watch into the fidget spinner you’ve always wanted. There’s a guilloché-style teal base, a nameplate for the two collaborators, a gold-colored movement plate that seats everything in the case, and a movement presentation that’s clean and nicely finished. Above all of that sits the star, a three-blade rotor with a beautiful blue finish and lume-filled “Grow Your Dreams” sections, so your fidget spinner also performs in the dark.
The clever bit you don’t see is underneath: a module built on the La Joux-Perret G101 that allows the movement to drive the horizontally aligned hour disc visible on the side of the case. Overall, I’ve got no complaints with the movement choice here: it’s a real upgrade, and the execution is excellent.
Lume
Lume on this watch is both a little ridiculous and genuinely satisfying: very much on-brand. The headline is the rotor: each of its three blades has generously lumed sections, and in the dark it becomes a glowing fidget spinner that’s hard not to distract yourself with. There’s practical lume here too. The triangular reference marker on the case is filled generously, and the hour markings on the side-read barrel light up as well, so you can still find the time without much fuss.
Performance is reasonably potent: it charges easily, glows bright, and lasts through the night. It’s not blazingly bright like a hardcore tool watch, but it’s consistent and bright enough for solid legibility. And yes, with those green HyCeram inserts, it would’ve been cool if they were lumed too: though if it were up to me I’d lume every element of every watch, so maybe don’t take that too seriously.
On The Wrist
On paper, it looks like it should wear like a brick, but in practice it’s much friendlier than the numbers suggest. The 41.75mm overall diameter sits comfortably on my 6.75″ wrist, and while the nearly 50mm lug-to-lug measurement sounds a bit overwhelming at first, that figure is taken across the very tips of the lugs, and those lugs taper out quite a bit. Visually and on-wrist, it feels closer to 47-48mm, which is a meaningful difference in how the watch actually presents.
Thickness is similar: the quoted 14.80mm is technically true, but also a little misleading. The crystal has a noticeable curvature, and the skeletonized case-back adds height even though the “core” of the watch is much slimmer, so it ends up wearing more like a 13mm watch rather than something genuinely chunky. The shape also helps: the case feels sculpted and ergonomic, not like a big flat puck, and the upward-curving lugs do a lot of work to keep it planted and stable.
Strap-wise, the watch comes with two CTS-style rubber straps; one in a multi-color pairing and another in all white. I didn’t actually wear it on either of them and ran it on this leather strap instead. Either way, the bigger takeaway is that it isn’t nearly as intimidating as its proportions might imply, and I’d say most wrists 6.5″ and up will find it comfortable without it looking cartoonishly large.
Wrapping Up
At roughly $4,800 USD all-in, the M.A.D.1S sits in a funny place: it’s a much smaller number than the $40,000+ it typically takes to enter the MB&F universe, but it’s still a lot of money for a watch: especially one whose entire vibe is whimsical, playful, and intentionally unserious. And that price is genuinely competitive territory: $4,800 buys a lot of phenomenal watches new, and the pre-owned market only makes the alternatives more tempting, which makes this a tough segment to justify on specs alone.
But I don’t think the person seriously considering a M.A.D.1S is cross-shopping a Tudor or a pre-owned Speedmaster.. they’re either chasing something unusual, they’re enamored with MB&F, or they’ve simply been pulled into Max Büsser’s orbit and want to belong to the MB&F tribe (you can’t actually join the tribe unless you buy a real MB&F though, sorry). For the buyer who values creative design and originality, the kind of person who lives for the weirder corners of the hobby where out-of-the-box thinking is the point, this M.A.D.1S might actually be perfect.
