“Better a diamond with a flaw than a pebble without.” – Confucius


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In June 2021 MB&F offered a special watch to its ‘Friends’, the M.A.D.1, under a different label, M.A.D.Edition. The appearance of the watch on social media stirred the water of the mechanical watchmaking. 

Max Büsser – founder of MB&F – is a very talented creative brand owner and he is also among the rare birds in this industry who can express themselves through shapes and words with ease. He is not a conformist whatsoever and he likes to collaborate and work together like-minded brands and persons (let it be the creation of the Endeavour Cylindrical Tourbillon H. Moser × MB&F and the LM101 MB&F × H. Moser together with H. Moser & Cie and their CEO, Edouard Meylan; the really special Finnish watchmaker Stepan Sarpaneva on the MoonMachine or the recurring cooperation with L’Epée). 

If he does or say something, the fine watchmaking industry is listening. This June he created quite a buzz – maybe even more than usual. MB&F – kind of half-secretly but with some ‘presence’ on social media – launched the M.A.D 1 watch. 

It is a cool, very MB&F-like but more accessible timepiece. M.A.D.1 – a machine created under a different label, M.A.D.Edition, for our supplier-Friends and Tribe members (the avid collectors of MB&F timepieces). Since many of us saw the watch on Instagram and on other social media platforms but there was no ‘official’ communication out there, people have started guessing. Watchmaking lovers and collectors mailed and chatted with each other, discussed it on Clubhouse to find out who was offered the watch to, why can’t we purchase the piece, is it for sale at all and so on. 

Now – as the mood calmed down a bit – Max decided to answers many questions himself, first of all who they offered the watch to buy.

‘Without MB&F there would be no M.A.D.1, so let’s use this occasion to say a big THANK YOU to those who helped us create MB&F. First the “Friends”: the over 100 talented suppliers who have helped us create our timepieces since 2005. Those who craft our dials, hands, cases, escapements, movement components, sapphire crystals… but also the photographers, writers, designers and all the other creatives we work with; the vast majority of all those people definitely don’t have the means to acquire an MB&F. The second group of people to receive an email from us were our patrons: the collectors who have supported us from the beginning by acquiring our Machines. Without them MB&F would not exist. This is why the M.A.D.1 was also suggested to the members of “The Tribe”, our owners club.’ – says Max.

But we let the man talk:

Photo credits: MB&F
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