M.A.D.1S “Grow Your Dreams”: Time to Dream in Color with Yinka Ilori

The new M.A.D.1S “Grow Your Dreams” collection was born from a chance encounter between Maximilian Büsser, founder of MB&F and of the M.A.D.Editions brand, and the Anglo‑Nigerian artist Yinka Ilori. Immediately captivated by the artist’s vividly colourful world, Büsser shares: “Yinka Ilori lives in a dazzling universe of colour; his work energises us—like an adrenaline rush that pushes us to go further.”

The M.A.D. watch, first created in a white-and-blue version as a discreet thank-you to MB&F suppliers and friends, is well on its way to becoming an iconic piece.

Three limited editions, three colourful worlds

• Sun (Soleil): purple display, yellow rotor, yellow-and-green strap;
• Nature: red display, green rotor, purple-and-red strap;
• Water (Eau): sky-blue display, blue rotor, light-and-dark blue strap.

Each edition is limited to 400 pieces. And yes: scarcity creates value. We saw it with the M.A.D. 1 Red, whose pre-owned price skyrocketed on release because the “right to buy it” was obtained via a lottery.

Watchmaking techniques revisited with flair

• 42mm × 15mm steel case, Swiss LaJoux‑Perret G101 movement with a 68-hour power reserve.
• Titanium rotor, slimmer and more elaborate, engraved with a tree motif, then anodised in yellow, green or blue depending on the model.
• The first M.A.D.Editions case to incorporate colour into the bezel: a machined groove is filled with HyCeram, a liquid ceramic that is heat-treated and hand-polished.
• Stamped aluminium plates with a textured 3D wave pattern for a pleasing visual effect.
• Original display with a rotating hour cylinder and numerals designed by Ilori, enhanced with Super‑LumiNova on the rotor and the “Grow Your Dreams” lettering.

Comfort and modular style

Each watch comes with two straps: a colourful, contrasting rubber strap embossed with leaf motifs, plus an interchangeable white strap for a more understated look.

Availability and price

Some of the pieces are reserved for Tribe members (MB&F owners) and suppliers, on a “first come, first served” basis. The remainder will be available to the general public via a free lottery open from Tuesday 2 September to Monday 8 September 2025. The retail price is CHF 3,200 excluding taxes (around €3,400 excl. VAT).

Why this watch makes you dream

The collaboration embodies the optimism, boldness and joyful aesthetic of artist Yinka Ilori, applied to technical watchmaking. The design plays with colours, shapes and materials to create not just a watch, but an invitation to dream. The message is clear: “Grow your dreams” with patience and hope, symbolised by the tree motif and the vibrant treatment of the components.

FAQ (for Featured Snippets)

• What is the M.A.D.1S “Grow Your Dreams” collection? A series of three limited-edition watches (Sun, Nature, Water), created through a collaboration between MB&F and Yinka Ilori, combining colourful design with Swiss mechanics.
• How are these watches styled? Each watch features an anodised rotor (yellow, green or blue) engraved with a tree motif, a bezel filled with HyCeram, a textured plate, and contrasting straps.
• How much do they cost and how can you get one? Price: around €3,400 excl. VAT. Availability via a lottery open from 2 to 8 September 2025 (free entry).

Key takeaways

The M.A.D.1S “Grow Your Dreams” is a lively, colourful creation with meaning. A capsule of dreamwear for the wrist, carrying a powerful message and carefully executed watchmaking finishes. This new proposal from M.A.D. Editions leaves us dreaming about the next collaborations.

Be ready from 2 September: sign up for the lottery to (perhaps) wear a shimmering dream. This way.