M.A.D. Editions Introduces the M.A.D.1S “Grow Your Dreams” Collection, a Collaboration with Artist Yinka Ilori
About a year ago, we got our first peek at the M.A.D.1S, a slimmer and far more wearable version of the original M.A.D.1. This week, we got the first new variant of that watch, a collaboration between the crew at M.A.D. and Yinka Ilori, a British artist and designer known for infusing public spaces with bright colors. The new M.A.D.1S “Grow Your Dreams” collection adds a healthy dose of Ilori’s aesthetic to the M.A.D.1 and gives us a look at how future limited editions and variants of M.A.D. Editions pieces might take shape as the brand grows.
At the outset, I think it’s important to acknowledge that M.A.D. Editions is indeed a brand unto itself at this point. What started as a one off project to reward longtime MB&F collaborators with a cool watch to own in the same spirit of the high horology creations with a much lower price tag has morphed into what could really be called one of the most interesting microbrands going at the moment. I’m not sure if the team at M.A.D. Editions would necessarily self-identify as a microbrand, but of course in these pages it’s a compliment, and reflects a certain amount of ingenuity and creativity while remaining within certain guardrails and parameters around pricing and accessibility.
The “Grow Your Dreams” collection consists of three watches, each taking on a different theme derived from the natural world: Sun, Water, and Nature. All include pretty wild color combinations – there’s no watch here that could be dubbed “the conservative choice.” They are not subtle. Each essentially follows a pattern of contrasting the color of the time display with the rotor, along with a multicolor rubber strap. The Sun watch features a purple display with a yellow rotor and a green and yellow strap, the Nature watch has a red display with a green rotor (perfect for the holidays!) with a strap split between purple and red, and the Water variant mixes tones of blue on the rotor and display, and the strap.
Finishing has been stepped up a notch for this release. You’ll notice that the rotor, visible from where you’d normally expect to see a dial, has been skeletonized with a tree motif visible in each spoke. The M.A.D. team tells us that the rotor is also now a bit thinner than what’s found in the original M.A.D.1S. The numerals are also custom for this watch, and designed by Ilori, and these watches also feature colored HyCeram (a type of liquid ceramic) inserts inside the bezel.
All watches in the “Grow Your Dreams” collection still run on the LaJoux-Perret G101 movement, offering over 60 hours of power reserve on a full wind. Of course, like the previous M.A.D.1S, the minute barrel has been removed, making this essentially a one hand watch with time told via an hour barrel viewed from the side of the case. While you might lose a bit of precision (but not as much as you thought, there are markers at every quarter hour), the slimmer case, compared to the original M.A.D.1, more than makes up for it. This watch clocks in at 42mm across and 15mm tall, and while that might seem like a lot, on the wrist this case honestly just wears like a big diver. If you can wear a Pelagos, you can wear a M.A.D.1S.
Each color variant is limited to 400 pieces, and has been the case with previous M.A.D. Editions releases, allocations will be handled via a raffle system. Interested parties are invited to sign up via the M.A.D. Editions website beginning on Tuesday, September 2 with the window closing on Monday, September 8. The retail price sits at CHF 3,200. M.A.D. Editions
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