Editorial G.r.r. Limited Edition spotlight MB&F New Releases New Watches New Watches 2022

Red Hot and Now For The General Public – Finally Watch Enthusiasts Have A Chance At Buying Into A Legacy With The New M.A.D.1 Red

Editor’s note: Here’s our preview & Gut Reaction Review (Grr…) of the new M.A.D.1 Red. For our detailed hands-on reviews, please head to our dedicated reviews section here.

New M.A.D.1 Red

The New MB&F M.A.D.1 Red In A Nutshell

In the whispers of the labyrinth corridors of the watch world M.A.D. Edition 1 made its debut last year. A timepiece solely intended for the supplier-Friends and Tribe members (the collectors of MB&F timepieces), it was an instant enigmatic hit. 

Here was a watch that had stemmed from the brilliant mind of Max Büsser and MB&F, a powerhouse combo that has just in last couple of years given us the eccentric and kinetic art pieces such as the MB&F LMX, MB&F Horological Machine N°9 ‘Sapphire Vision’, MB&F Horological Machine N°10 ‘Bulldog’, MB&F x Eddy Jaquet LMSE, MB&F + L’Epée 1839 Starfleet Explorer, and MB&F Destination Moon

But it wasn’t simply the lack of availability to the public that was the talking point; design wise it was again different and very impressive too. And its exceedingly, and I cannot emphasis on this enough, low price of just 1’900 CHF (excl. taxes) also blew the mind away.

Here was chance for us ordinary mortals to own a piece from the mythical land of MB&F. But like I said, and as you are probably aware, it wasn’t available to the general public. 

The new MB&F M.A.D.1 Red changes that. And if I was to make a calculated guess, even before the Watches & Wonders 2022 has begun, we probably have our most successful and popular watch from 2022. 

New M.A.D.1 Red

The 5W1H Of The New M.A.D.1 Red

The new MB&F M.A.D.1 Red features a 42mm diameter and a 18.8mm thick stainless steel case with a domed and polished slimmer than M.A.D. Edition 1 steel bezel and sapphire crystal. It retains the other ‘mad’ design elements and crazy lugs, but the winding and time setting is now done via a more classical round crown. The watch is water-resistant to 30m.

MAD EDITION Red MAD1 Back2 Lres 1024x767

Retailing for 2’900 +VAT or 4 to 4.5k AUD, this sort of limited edition new M.A.D.1 Red is announced today on March 22nd at 14h00 CET and will first and foremost be reserved for those watch enthusiasts who contacted the brand upon finding out about the M.A.D. Edition 1. It will then be open to the general public via their website (https://shop.madgallery.ch/) through a lottery which also opens on Tuesday.

The new MB&F M.A.D.1 Red is for anyone who has dreamt of owning an eclectic watch, sort of a force of kinetic art. For many it will be one of few rare chances of marvelling in person at an MB&F watch. 

New M.A.D.1 Red

Best Foot Forward

The most striking feature about the new M.A.D.1 Red is that unique execution of telling time and the dose of red that would wake up the child in even the most cynical of watch collectors out here. 

New M.A.D.1 Red

Basic Specifications Of The New M.A.D.1 Red

Inside the new M.A.D.1 Red ticks the Japanese Miyota 821A that uses Miyota 8215 as base. It is a 26mm diameter and 5.67mmm thick automatic movement which MB&F has flipped and mounted upside-down. On the top one gets to play with a fidget spinner triple-blade top-mounted rotor, which spectacularly features Super LumiNova on each blade. The Miyota 821A traditionally features 21 jewels, beats at the lower rate of 3Hz, and usually provides with a 42-hour power reserve. MB&F have increased it to a very decent 60-hours. The watch side shows lateral hour and minute indications, and the face the rotor.

New M.A.D.1 Red


“The response to that M.A.D.1 was mind-blowing: in a matter of days, we were submerged by thousands of comments and messages on social media, begging us to make the M.A.D.1 available. After a few weeks, in early July, I posted a video to explain the thinking behind the M.A.D.1, and why it was limited to our Friends and Tribe members… and at the same time, I promised you that our team was working very hard on making a follow-up version, accessible to a wider public in 2022.”

Max Büsser
New M.A.D.1 Red

Our Thoughts On The New MB&F M.A.D.1 Red

Considering I have been interested in these since I found out about the version 1.0 last year, my first reaction on finding out that the new MB&F M.A.D.1 Red is going to be launched for a wider audience was to just stare at the email, gawking at the press pictures, and wondering what magic trick would I have to pull off to acquire one. And I am sure I am not the only one so impressed by the watch’s design. Its’s eclectic, fun, and delightfully different.

And this is not just about the exclusivity or the rarity. That ship sailed ages ago with the sports watches craze. Anything these days from watches to sneakers to handbags to NFTs are rare and exclusive. I wonder if a time will come when the easily available ‘ordinary’ object would become desirable because everyone else has managed to get that exclusive item or its copy. The MB&F M.A.D.1 Red for me falls under the category of ‘watches that break the norm’, and if and when I am able to get my hands on it, also ticks a lot of boxes for us personally. 

New M.A.D.1 Red

First, it’s the second version of this MB&F’s alternate universe release, and should we — like many reading this would dream about too — get it, it would nicely mark our website’s second anniversary

It’s red, a colour like many I don’t currently have in my watch box. Red gets skipped considering versatility but it’s slowly becoming very popular. I remember reviewing and falling in love with the Breitling Premier B09 Chronograph 40 Burgundy last year and wanting to add a red-coloured watch to my collection. At only 2’900 +VAT, the MB&F M.A.D.1 Red is less than half the price.

Breitling Premier Burgundy 12

Our website’s logo features a red dial with white hands, and the new MB&F M.A.D.1 Red features a red dial with white lateral hour and minutes indications. Heck, put it on a blue coloured strap and it nicely works out to be a WYGDAI watch. 

Then, it’s an offering from MB&F, whose fan I have been since we discovered the MB&F ’Bulldog’. We like many others can’t really buy their mainline watches, but this, it gets a wider audience closer to that wizardry.

MBF Bulldog Hands On 52
On my ~16cm wrist

Last but not least, and not just for me but for all those interested in watches like this, the M.A.D.1 Red is a darned sexy offering. Those two rotating cylinders that depict the lateral time display are unique, and the triple-blade winding rotor in titanium and tungsten swings to rhythm divine. 

Simply put, the M.A.D.1 Red is masterminded by the genius behind MB&F, a masterclass in marketing, a masterstroke in watchmaking, and an important chapter in the master’s legacy to its many followers.

New M.A.D.1 Red

To find out more about the new MB&F M.A.D.1 Red and their other watches, please head to their website here. All images unless otherwise stated are courtesy are © MB&F SA 2018. All rights reserved.

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