Instead, MB&F builds mechanical art — and with the launch of the M.A.D. Edition, the brand created one of the most talked-about modern watches without traditional retail, advertising, or celebrity endorsement.
Founded in 2005 by Maximilian Büsser, MB&F (Maximilian Büsser & Friends) is not a conventional watch brand. MB&F creates: Horological Machines (HM) Legacy Machines (LM) Experimental, sculptural watches These watches are produced in very low quantities and are often closer to kinetic sculptures than traditional timepieces.
Why the M.A.D. Edition Exists?
The M.A.D. Edition was created as a response to frustration.
As MB&F grew in popularity, even long-time friends of the brand couldn’t buy a watch. Prices rose, demand exploded, and accessibility disappeared.
So MB&F launched M.A.D.Editions — watches that are:
- More affordable
- Sold via lottery / raffle only
- Not sold through boutiques
- Not intended for speculation
- Ironically, this made them even more desirable.
The M.A.D. Edition Models (Key References)
- M.A.D.1 (Original Edition)
- Model: MAD1
- Side-mounted time display
- Spinning rotor dial
- Automatic movement
M.A.D.1 Red / Blue / Green Model: MAD1 Color Variants Same architecture Different colorways Extremely limited allocations
Original Retail Price ≈ CHF 2,900 – CHF 3,200 (This was intentional — MB&F wanted it to be accessible, not exclusive by price.)
Current Market Price (2026) ≈ USD $6,000 – $10,000, depending on: Color Condition Completeness Rarity of allocation round
Price Index Summary
Retail: ~ $3K
Market peak: ~$12K
Current stable range: ~$7–9K
Despite MB&F discouraging flipping, secondary demand remains strong.
How the Raffle Works (And Why It Matters)
To buy a M.A.D. Edition, you must: Register online during a short window Be randomly selected Purchase directly from MB&F
There is:
- No VIP list
- No dealer leverage
- No guaranteed repeat access
This creates:
- Fairness
- Community loyalty
- Authentic scarcity
Celebrities & Public Figures Wearing MB&F
MB&F avoids traditional celebrity marketing, but the brand is worn by:
- Watch collectors and influencers
- Creative directors
- Architects, designers, tech founders
- Independent horology enthusiasts
- This organic adoption is part of MB&F’s credibility.
Is the M.A.D. Edition a Good Buy? Unique design Genuine independent brand Strong collector community Relatively accessible entry point
Cons;
- Limited liquidity
- Allocation uncertainty
- Not designed as an “investment watch”
- The M.A.D. Edition works best as a collector’s statement, not a flip.
Why Collectors Respect MB&F MB&F is respected because it:
- Puts creativity first
- Protects its community
- Rejects hype-driven growth
- Treats watches as art
- In an industry obsessed with resale value, MB&F prioritizes meaning.
Final Thoughts The M.A.D. Edition proves that modern luxury doesn’t need traditional status symbols. By removing boutiques, waitlists, and VIPs, MB&F created one of the most genuine collector movements in watchmaking today. For buyers who want something different — and understand why it’s different — MB&F is impossible to ignore.