The (in)famous M.A.D. 1 from the minds behind MB&F is finally getting a second generation in the M.A.D. 1S, a slimmer and all around more refined take on the original concept. The new watch addresses the most common complaints levied against it, except for one – it still won’t be easy to get. But the bigger picture here is the commitment to projects such as this, which is a very good thing. The original M.A.D. 1 served as a thank you to tribe members (MB&F owners) and ‘friends of the brand’ but it quickly became more than that. Subsequent variations have been made available to the general public via raffles, and it will be no different here.
The M.A.D. 1S is an entirely new take on the original idea, which basically amounted to a watch mounted upside down in its case, with the time read via rotating cylinders along the side of the case. The original versions used a Miyota movement visible from the top of the watch, with the signature battle-ax rotor placed atop it. The hours and minutes cylinders were mounted perpendicular to the movement, which created a rather unique time-telling experience, as well as a somewhat tall, 18.8mm thick case.
With the 1S, they’ve collapsed the time into a single ring, which brings the total thickness to a far more manageable 15mm. In addition to the single cylinder, they have opted to use a Swiss made La Joux-Perret G101, which provides an elevated view underneath the spinning battle-ax rotor, which remains unchanged. The platform holding the case amounts to a plate connecting the lugs on either side, which has also been refined to better fit with the new proportions of the watch.
The 1S is being offered in two colorways upon release. First is a purple expression that is reserved only for tribe members and friends of the brand. The second is a baby blue color, and this is the one that will be made available via raffle.
The end result here is far more elegant than the somewhat brutal original, which I suspect will still enjoy plenty of defenders. The 1S will likely find a much broader appeal as a result, though it will remain just as tricky to actually buy. The M.A.D. Gallery is sticking with the raffle formula here, though to enter you’ll have to agree to a pre-authorization of your credit card. This is being done to weed out bad actors in the process, and you will not be charged unless you’re actually selected, so hopefully it provides a smoother, and more equitable experience for interested parties.
I love the idea of the M.A.D. 1, and am mostly excited to see them stick with the concept. We’ve recently seen the release of these Minimillians, a similar expression of gratitude, which I’d love to see expressed in a commercially available variation sometime soon. The M.A.D. 1S raffle is open now, and will close on September 2nd, when winners will be notified and charged its retail price of CHF 2,900. Deliveries are expected to begin in September. MB&F
