You are currently viewing The Collector’s Series – Brice & Robin Discuss Their M.A.D.Editions Red

The Collector’s Series – Brice & Robin Discuss Their M.A.D.Editions Red

At the moment will probably be a slightly particular instalment of the Collector’s Sequence. Initially, for a change, I’ll meet up with not one however two collectors, each sharing their ideas on the identical watch. Second, the collectors in query will probably be acquainted to you, as I’ll be speaking with our managing editor Brice and our neighborhood supervisor and editor Robin. And the watch they’ll talk about at the moment is equally particular, because it’ll be about some of the talked-about watches produced by an impartial watchmaker lately… Sure, each of them simply took supply of their M.A.D.Editions Crimson, the ultimate model of the “thanks watch” created by Max Büsser at first as a gesture to the individuals who helped construct and develop MB&F. And at the moment, they clarify why they madly (pun supposed) wished one, what it represents and what they give it some thought after a couple of week of possession.

Frank Geelen – In a nutshell, what’s M.A.D.Editions? And what’s the story behind this watch?

Brice – Earlier than even mentioning the entire concept behind M.A.D.Editions, we’ve to grasp a bit extra about who and what’s behind it; Max Büsser and MB&F. Max, whom I’ve now identified for about 8 to 9 years, created his personal impartial watchmaking model named MB&F after transferring away from Harry Winston. There, as of 2001, he initiated one of many coolest collections of watches ever imagined, the Opus Sequence. In brief, the thought was to ask a few of the most revered and artistic grasp watchmakers to develop a rare watch, all the time with the thought to push the boundaries of horological innovation. Names reminiscent of F.P. Journe, Felix Baumgartner, Vianney Halter or Andreas Strehler participated within the idea.

The primary version, the blue M.A.D.Editions that has by no means been commercialized however solely provided to “mates” and a few long-time collectors of MB&F

When in 2005 Max Büsser created his personal model, he determined to depend on exterior companions, the so-called mates, to assemble collectives of impartial watchmaking professionals to develop radical watches. United we stand, divided we fall, utilized to watchmaking. It has not been a easy journey, and the corporate has identified ups and downs, however now the model is wholesome, produces excellent watches, has a transparent technique and has sturdy recognition from its friends and the gathering neighborhood… And nonetheless depends on its mates to make lovely issues. And Max in some way is aware of that he wouldn’t have been capable of obtain this with out mates and companions. And this was, at first, the raison d’être behind M.A.D.Editions. A watch designed by Max, with a transparent MB&F identification, however with a lot easier mechanics, to be gifted to the model’s companions as a gesture, as a mark of confidence.

Robin – So as to add to that, what Max and the MB&F staff have accomplished with the M.A.D. Editions 1 Crimson is to open up impartial watchmaking within the true MB&F spirit to a better viewers than ever attainable with the HM and LM sequence. Not that many individuals can afford a watch of fifty,000 euros or extra, so offering a possibility to not less than personal one thing that’s intently linked in spirit and creativity is extraordinarily appreciated by many, myself included!

And to be sincere, the communications couldn’t have been clearer. Even speaking to Charris (Chief Communications Officer for MB&F) final 12 months, the complete idea of the M.A.D.Editions is evident as day. At first, only a token of appreciation to all who helped construct MB&F into what it’s at the moment. And second, with the M.A.D.Editions 1 Crimson, answering to the calls of the neighborhood and attempting to be as truthful and open as attainable about it.

How did you discover out in regards to the undertaking, again in 2021? I can keep in mind that you, Robin, have been one of many very firsts to even discover this?

Robin – Preserving monitor of all the things that’s taking place on social media for MONOCHROME is one among my prime aims throughout the staff. I vividly keep in mind coming throughout an Instagram publish of the M.A.D.Editions in blue final 12 months and being surprised for a second. What was this? How did I not learn about this? Have I missed an electronic mail or one thing? Rapidly shopping by way of a number of accounts on Instagram bought me nowhere. 

The following transfer was to name Brice and see if he knew something about it, however no. I believe I used to be one of many first to select up on it, sure, and since neither of us knew something I reached out to Charris to try to get extra particulars. He shortly known as me again and defined the complete concept behind it and the very fact it was by no means supposed for public sale. I believe we talked about the complete undertaking for half an hour or so, and instantly after that, I wrote a narrative on it. Once more, as one of many firsts, I believe.

M.A.D.Editions M.A.D. 1 Red

It simply goes to point out how widespread but tight-knitted the watch neighborhood might be once in a while. Right here I’m, sitting in my residence workplace within the Netherlands, seeing a publish from somebody midway internationally and getting all enthusiastic about it. It precipitated fairly a storm then, and it’s inflicting a storm once more proper now. How cool is that?

So, at first, it was not supposed to develop into a industrial undertaking…?

Brice – so far as I do know, it’s largely due to the entire buzz surrounding the watch that Max and the staff at MB&F determined to launch this watch. There’s been an unbelievable reception… I imply, the thought of proudly owning a watch designed and conceived by the MB&F staff was, for many of us from the gathering neighborhood (and me included), only a dream. MB&F watches begin at round 50k, which is unattainable for many people. So think about the reception of collectors, watch fanatics, and watch journalists when Max and the staff offered the primary M.A.D.Editions (the blue one)… Lastly, a Büsser-created watch that we might afford? Effectively, not likely at first, since this was a watch to thank his mates.

M.A.D.Editions M.A.D. 1 Red

Robin – Precisely that… Whenever you take a look at my first article on this M.A.D.Editions watch, the title was The Accessible Watch By Max Büsser That You’d Need to Purchase… However Can’t! – That claims all of it. And this was one thing clearly communicated by Max and the staff from day 1. Even speaking to the model, they emphasised the very fact it was by no means supposed as a industrial product. It was simply meant as an enormous thanks gesture to those that helped MB&F transfer ahead over time.

I assume that this and plenty of extra articles, posts on social media, and feedback made clear to the model that there was a marketplace for this watch. So possibly, I’ve helped a bit in making this watch lastly accessible to a wider viewers… I simply cherished sharing the story then, as I really like sharing the story now.

After which comes the watch you’re sporting at the moment… Which is now accessible (form of) to a wider viewers?

Brice – sure, seeing the reception of the primary blue mannequin, it appears that evidently Max and the staff at MB&F took the choice to make this watch actual. However MB&F, and M.A.D.Editions for at the moment’s issues, isn’t actually a large-scale manufacture, able to doing 1000’s of watches a 12 months. So there have been fairly just a few issues to have in mind earlier than releasing this watch. First, I’m positive the staff knew that there was a fairly lengthy line of potential consumers – the fact is, the road was big and truly far longer than what they anticipated. 

M.A.D.Editions M.A.D. 1 Red

So there have been choices to make I assume, and the staff behind M.A.D.Editions determined to allocate the primary items (about 1,000 if I’m right) in a slightly particular method. Some have been reserved for the primary fanatics who registered their curiosity by electronic mail, method earlier than this pink model was introduced – I need to say an enormous thanks to Robin for giving me the thought to inform Max and his staff that, if ever they might provide you with a industrial version, we might have an interest. The remainder of the watches have been allotted in keeping with an neutral course of… a raffle!

M.A.D.Editions M.A.D. 1 Red

Robin – I believe it is very important put issues into perspective first. MB&F is just not a big company. The corporate is run by a small staff of very passionate folks, all aimed toward doing fascinating and artistic issues revolving round watches (largely). 

Unexpectedly, by way of a stroke of genius maybe, this small collective comes up with a strategy to give again to its personal internal circle. And it blows as much as one thing nobody might have anticipated. In whole, they acquired greater than 25,000 emails and messages from individuals who wished one. So to say the staff was overwhelmed is kind of an understatement.

M.A.D.Editions M.A.D. 1 Red

But once more, in my thoughts exhibiting MB&F’s true nature as soon as once more, the allocation course of couldn’t have been clearer, and fairer. We all know the allocation course of from some manufacturers might be, troublesome, to say the least. Not right here. Those that reached out on the very starting expressing curiosity in a watch if ever it grew to become commercially accessible, have been placed on a listing. These folks now had a primary likelihood to purchase one, with no strings connected. In the event you modified your thoughts and never wished one anymore, that’s all advantageous. 

M.A.D.Editions M.A.D. 1 Red

On the identical time, MB&F additionally introduced a particular lottery for the remaining slots. Everybody has had the chance to enter the lottery for a two-week interval. After that, a random computer-generated draw chosen the fortunate winners who have been granted entry to it. Very easy, very open, nothing to complain about. However little doubt, some folks will probably be disenchanted nonetheless, as MB&F merely can’t produce 25,000 watches. 

So, how and when did you choose up your M.A.D.Editions MAD 1 Crimson…?

Robin – simply final week, in the course of the Geneva watch week. We took benefit of being in Geneva for Watches and Wonders to go to MB&F’s MAD Gallery and see the model’s newest creations… And on the identical time, we have been capable of choose up our model new watch! I already noticed a few of our mates and colleagues sporting one in the course of the truthful so I used to be pumped to lastly get to see it for myself. From a private perspective, regardless of seeing tons of watches the complete week, this was in some way the head of my week.

M.A.D.Editions M.A.D. 1 Red

Brice – intelligent transfer from Max as soon as once more, certainly. He made positive that a few of the watches from the primary batch have been prepared earlier than Watches and Wonders so many people might choose it up a bit prematurely – not less than, these a part of the group of people that wrote an electronic mail to the staff after the launch of the blue mannequin to point out their curiosity. 

And what about those that couldn’t be in Geneva, or didn’t make it to the pre-order listing?

Brice – if I’m right and to make clear issues, the model has simply closed the raffle and the fortunate winners might need been contacted now. Plainly deliveries are deliberate between September and December 2022. However relaxation reassured in case your title wasn’t a part of the primary batch, Max has introduced {that a} new batch of M.A.D. 1 Crimson will probably be re-launched in early 2023. So sure, there’s nonetheless an opportunity so that you can get one! 

Having fun with the watch to this point?

Robin – Oh, sure! Huge time! I assume everyone knows the feeling of checking for the time, seeing one among your valuable watches in your wrist, after which failing to pay attention to the precise time of day altogether. It’s like that, occasions ten for me. I discover myself simply taking a look at my M.A.D. 1 Crimson and making the rotor spin. Name me a nerd however I even gentle it up with a UV torch once in a while simply to see that insanely cool rotor gentle up in the dead of night. 

M.A.D.Editions M.A.D. 1 Red

It immediately shot to the highest three of the watches I personal, simply due to the complete expertise. From day one till now, this watch has been behind my thoughts. Once in a while, I might suppose to myself, if ever MB&F decides to market this, I need one. No, I NEED one. It was that sturdy of an urge. 

Brice – Let’s be sincere… It’s a very cool watch. It’s not a watch I’d put on day by day, or on particular events, just because it really is polarizing. Is it sensible, simple to put on…? No, the watch is pretty massive, it’s thick, studying the time requires some expertise… However, actually, I simply take a look at it and play with the rotor, and it provides me an enormous smile. And sure, there’s this speedy reference to the HM sequence by MB&F, the 3-blade rotor, the weird show of the time, the reversed motion. It’s all completely mesmerizing. 

And what stunned me most is the standard of the execution. It’s not an affordable watch per se – it’s about 3,000 euros – however you’ll be able to actually see the eye to element, the complexity of the case (there’s not a single seen screw) or the truth that many of the components have been customized, to the exception of the motion, which is made by Miyota. General, you get loads of watch on your cash.

I assume that the watch will probably be a keeper for each of you…? No intention to promote it?

Brice – truthful query, since I’m fairly positive the costs will rise drastically on the second-hand market within the coming weeks. However right here’s my very clear reply: AB-SO-LU-TE-LY NOT. It’s right here, it stays. The reason being easy. This watch means greater than only a watch. It’s additionally a method for me to remind a human connection, to transcend simply watches and merchandise. 

The preliminary intention with M.A.D.Editions was to pay tribute to MB&F’s companions and mates, and I selected to take a look at my very own pink model as such too. I do know I’ve purchased it, however nonetheless, it jogs my memory of the friendship I’ve with Max, Charris, Arnaud and plenty of extra folks from MB&F, the dinners we had at Baselworld… The straightforward proven fact that, behind this business, there are ladies and men. Sure, there’s a little bit of a sentimental factor on this watch – and I assume it’s in some way mutual. So sure, the watch is a keeper, undoubtedly. 

M.A.D.Editions M.A.D. 1 Red

Robin – Brief and easy: No, by no means! 

For a number of very private causes. It begins with the very fact I really like the watch as an idea, a product. Despite the fact that I get pleasure from very conventional watchmaking simply as a lot as the following one, I even have a gentle spot for expressive watchmaking like this, when accomplished proper. And to me, that is accomplished very proper. Then there’s the chance to personal a bit of MB&F-esque watchmaking. I’ve been a fan of the model ever since I went down the horological rabbit gap, they usually realize it. 

What’s additionally essential to me is the interplay with the staff. Each time I run into somebody, whether or not it’s throughout an occasion or one thing else they take the time to return say hello and chat. It’s solely a small effort, however you might be coping with folks whenever you’re coping with MB&F and never a company. 

M.A.D.Editions M.A.D. 1 Red

One time throughout a summer season vacation I spent a few days in Geneva with my girlfriend. Strolling round Outdated City Geneva I all of the sudden discovered myself staring on the M.A.D. Gallery window, with Charris behind it, on the cellphone, wanting simply as stunned as I used to be. We spent the following two hours simply chatting with Charris and the remainder of the staff there, testing the watches and kinetic artwork on show. Nice enjoyable!

Concerning the M.A.D.Editions model normally, what do you suppose the long run will probably be? And what would you wish to see as the following watch, if ever there’s one coming?

Robin – That’s a tricky one, as we’re solely simply attending to grips with M.A.D.Editions being launched as form of a sub-brand. And Max clearly said it should by no means come to a degree the place this side-project jeopardizes MB&F as a complete. That I believe, is a very powerful factor. Max and the staff shouldn’t lose themselves over this, nevertheless enjoyable it certainly is. 

But when we’re speaking about future instructions, who is aware of? This M.A.D.Editions Crimson 1 already takes some cues from a number of MB&F creations. The inverted motion, the triple-blade rotor, the lateral show of time. So possibly down the road, we are going to see another MB&F derived creations? Possibly one thing alongside the strains of the HM5, one among my private favourites? I simply hope they won’t milk it into oblivion, which might be a disgrace. It’s enjoyable, and it ought to keep that method.

M.A.D.Editions M.A.D. 1 Red

Brice – Concerning the way forward for the model, it’s fairly troublesome now. I’m not even positive Max and his staff know themselves what to do with it. It’s a little bit of an sudden success, they usually definitely are overwhelmed with the demand. However I hope they’ve plans to make this model a long-term story. Simply, they should hold it as a facet undertaking, with a restricted manufacturing, in any other case, this might dilute MB&F. The choice to make it a separate model is already a primary and essential step.

Now, in case you ask me what I’d like sooner or later… One thing impressed by the LM sequence, with a steampunk inspiration. I’m positive Max will discover one thing to play alongside these strains! 

For extra particulars about M.A.D.Editions, examine our earlier articles right here and the devoted web page at