In a world often saturated with minimalist design and muted tones, a new horological creation erupts with an unapologetic explosion of color and optimism. The M.A.D.1S ‘Grow Your Dreams’ collection, a collaboration between M.A.D.Editions and the celebrated British-Nigerian artist Yinka Ilori, is a vibrant triptych of timepieces that challenges the conventional aesthetics of watchmaking. This is not merely an application of color to an existing design; it is a fundamental infusion of an artist's entire philosophy into the mechanical heart and soul of a watch. The three limited-edition pieces serve as wearable manifestos of joy, growth, and the relentless pursuit of one's ambitions.
At the core of this collaboration is the effervescent universe of Yinka Ilori. A multidisciplinary artist and designer, Ilori has built a career on transforming the mundane into the magical. His work, which spans architecture, furniture, textiles, and large-scale installations, is a powerful antidote to the grey monotony of urban landscapes. Drawing deeply from his dual British and Nigerian heritage, he weaves together stories, parables, and cultural motifs into a visual language that is instantly recognizable for its bold patterns and exhilarating color palettes. His ethos is driven by a sincere desire to uplift and inspire, turning everything from public parks to luxury cars into canvases for joy.
Courtesy of MB&F
A recurring and central theme in Ilori’s work is the concept of nurturing one's dreams, a principle instilled in him by his parents. This idea is often symbolized by the motif of trees, representing the patience, care, and hope required for an idea to take root and eventually blossom. It’s a philosophy that sees the world not as a static environment but as a fertile ground for possibility. For Ilori, design becomes a powerful vehicle for this transformation, a way to encourage community, spark conversation, and remind everyone of their own potential for growth. His journey from studying furniture design to crafting entire immersive landscapes is a testament to his own mantra of dreaming bigger.
The other side of this creative partnership is M.A.D.Editions, an offshoot of the renowned haute horlogerie brand MB&F (Maximilian Büsser and Friends). The story of M.A.D.Editions is as unconventional as the watches it produces. It was never part of a grand business plan but was conceived by MB&F founder Maximilian Büsser as a heartfelt gesture of gratitude. It was a "thank you" to the community of suppliers ("The Friends") and collectors ("The Tribe") who had supported his audacious creative vision since 2005. The goal was to capture the kinetic, playful spirit of MB&F’s complex machines in a more accessible format.
The project began in June 2021 with the M.A.D.1, a watch shared discreetly via email with this inner circle. However, the design's unique appeal—with its prominent, top-mounted spinning rotor and lateral time display—created an unprecedented wave of public interest. The demand was so overwhelming that it transformed the one-off project into a full-fledged parallel brand. This led to the first public release, the M.A.D.1 RED, in March 2022. It featured refinements like a slimmer bezel and a new crown, and it captured the industry's attention, ultimately winning the prestigious Challenge Prize at the Grand Prix d’Horlogerie de Genève (GPHG) for its compelling design and value.
To ensure a fair distribution process and avoid the frustrations of typical product drops or endless waiting lists, the M.A.D.Editions team adopted a raffle system. This democratic approach gives everyone an equal opportunity to purchase a watch, a method that has been used for subsequent releases, including a second batch of the RED and the later M.A.D.1 GREEN. The brand continued to evolve with the introduction of the M.A.D.1S, which featured a slimmer profile and a Swiss-made LaJoux-Perret movement, setting the stage for artistic collaborations, the first of which was with French designer Jean-Charles de Castelbajac.
Courtesy of MB&F
The partnership with Yinka Ilori was born from pure serendipity. During a summer holiday in 2023, Maximilian Büsser was flipping through a magazine when he stumbled upon Ilori’s work. Instantly captivated by the artist's vibrant energy, Büsser reached out. In a whirlwind of creative synergy, just six days later, Ilori was in Geneva, stepping into the M.A.D.Editions universe to explore a completely new canvas: the wristwatch. It was a meeting of minds that felt preordained, a shared belief in rejecting the notion that we must scale back our dreams as we grow older.
This shared vision culminated in the M.A.D.1S ‘Grow Your Dreams’ collection. To properly honor Ilori’s profound connection to color, a single design would not suffice. The decision was made to create a trio of watches, each a limited edition of 400 pieces, representing a different elemental theme essential for growth: ‘Sun,’ ‘Nature,’ and ‘Water.’ Each timepiece is a poetic journey, a wearable reminder to cultivate one's ambitions with the same dedication that one would give to a growing seed.
The ‘Sun’ edition is a burst of solar energy for the wrist. Its three-bladed, tree-motif rotor is anodized in a brilliant yellow, spinning dynamically above the movement. This is contrasted by a vibrant yellow dial structure and colorful accents of purple and blue on the bezel. The watch is paired with a mismatched rubber strap in luminous yellow and green, a signature of Ilori’s playful aesthetic. The overall effect is one of warmth, energy, and the life-giving power needed for any dream to begin its journey.
The ‘Nature’ model channels the verdant, thriving energy of the earth. Here, the titanium rotor is anodized in a rich green, evoking the leaves of a flourishing tree. The dial structure beneath it is also green, complemented by bezel accents in striking yellow and red. The theme is completed with a bold, mismatched strap pairing deep purple and fiery red. This version speaks to the process of growth itself—the patience and nurturing required to see a dream through to fruition.
Courtesy of MB&F
Completing the trio is the ‘Water’ edition, which captures the essential, fluid nature of life and ideas. The rotor and dial structure are presented in a deep, calming blue. The case features rings of bright green and blue, reminiscent of clear waters and lush riverbanks. The accompanying strap combines a deep, oceanic blue with a lighter sky blue. This model represents clarity, flow, and the quenching of creative thirst, an essential element for sustaining any long-term ambition.
While the colors are the immediate draw, the technical execution of the ‘Grow Your Dreams’ collection is equally impressive. The signature M.A.D.Editions feature, the top-mounted automatic rotor, has been re-engineered for this series. It is now slimmer and more intricate than in previous models, yet it retains its high-speed rotation. Each of the three blades is precisely milled with a delicate tree motif, a direct nod to Ilori's philosophy. Made from lightweight titanium, the rotor is then anodized to achieve its vibrant yellow, green, or blue hue. For an added touch of magic, the contours of the rotor and Ilori’s motto, "Grow Your Dreams," are etched and filled with Super-LumiNova, creating a luminous spectacle in low light.
The case construction itself represents a new step for the brand. For the first time, M.A.D.Editions has integrated color directly into the bezel. Rather than using a standard PVD coating, a precision-machined groove is filled with HyCeram, a high-tech liquid ceramic composite. This material is heat-cured and then meticulously hand-polished to create a durable, vibrant, and seamless ring of color. The case, crafted from stainless steel 316L, measures 42mm in diameter and 15mm in height, making a confident statement on the wrist.
Beneath the spinning rotor and visible through the sapphire crystal, the architecture of the watch continues the theme of depth and texture. The aluminum baseplate features a pattern of stamped textural waves, creating a subtle three-dimensional ripple effect under the movement. This attention to detail adds another layer of visual complexity, rewarding closer inspection and reinforcing the sense of a dynamic, living object.
Courtesy of MB&F
Powering the M.A.D.1S is the Swiss-made Manufacture LaJoux-Perret G101 movement. This automatic, unidirectional caliber is a robust and reliable engine chosen for the ‘S’ series. It operates at a frequency of 4Hz (28,800 vibrations per hour), contains 24 jewels, and offers a substantial power reserve of 68 hours. Its selection underscores the commitment to quality Swiss watchmaking that lies beneath the avant-garde design.
The method of telling time on a M.A.D.1S is as unconventional as its appearance. The time is not read from the top of the watch but is instead displayed laterally on the case band. Rotating cylinders, one for the hours and one for the minutes are visible through a side aperture. For the ‘Grow Your Dreams’ edition, the numerals themselves have been specially designed by Yinka Ilori and are filled with Super-LumiNova for excellent legibility in the dark.
The straps are an integral part of each watch's identity. Made from durable rubber, they feature a custom stamped leaf pattern that echoes the dreamscape philosophy. The mismatched color pairings—yellow and green for ‘Sun,’ purple and red for ‘Nature,’ and two shades of blue for ‘Water’—are pure Ilori. Understanding that such a bold statement may not be suitable for every occasion, each watch is also delivered with an interchangeable all-white strap, offering a more restrained but equally stylish alternative. A stainless steel folding buckle secures the watch comfortably to the wrist.
Yinka Ilori beautifully articulates the connection between his artistic practice and the craft of watchmaking. “I’ve always been obsessed with trees,” he explains. “Harvesting and growing them because you invest time in it. It’s pouring love into something you care about... You have to be patient and harvest a watch. There are similarities between our universes.” This perspective perfectly captures the spirit of the collaboration, where the slow, meticulous process of horology meets the patient, hopeful act of nurturing a dream.
Maximilian Büsser shares this enthusiasm, stating, “Yinka Ilori lives in a universe bursting with colour; his work makes you feel alive, like a rush of adrenaline pushing you to go further. This collaboration has created something that brings joy, a reminder to realise your own dreams.” It is a partnership grounded in a shared purpose: to create objects that do more than just function, but also inspire and provoke emotion.
Courtesy of MB&F
As with previous public releases, the M.A.D.1S ‘Grow Your Dreams’ watches will be made available through the brand’s established raffle system. This ensures that enthusiasts and collectors worldwide have a fair chance to acquire one of the 400 pieces of each limited-edition model. While a specific price was not detailed, the M.A.D.Editions project has always been centered around accessibility, with the GPHG-winning M.A.D.1 RED having been recognized in the category for watches under 3,200 CHF, establishing a benchmark for the brand's unique position in the market.
To celebrate the launch, the world of Yinka Ilori is being brought to life at the MB&F M.A.D.Gallery in Geneva. From August 19th to September 20th, a special pop-up shop allows visitors to immerse themselves in the artist's colorful universe. The three ‘Grow Your Dreams’ watches are on display, alongside other objects from Ilori's design portfolio, offering a comprehensive look at the creative force behind this remarkable collaboration. The M.A.D.1S ‘Grow Your Dreams’ collection is a powerful statement. It is a testament to the idea that watchmaking can be a canvas for profound artistic expression, a celebration of color and identity, and a daily reminder on the wrist that no dream is beyond reach—it is simply waiting for its time to bloom.
Case: Stainless steel 316L with HyCeram coloured accents on the bezel. Diameter 42mm x height 15mm. Water resistance 30m / 3ATM / 90 feet. Mineral glass and sapphire crystal with anti-reflective coating.
Movement: Swiss made Manufacture LaJoux-Perret G101. Automatic unidirectional winding. Power reserve of 68 hours. Frequency of 4Hz / 28,800 bph with 24 jewels. Titanium rotor with Super-LumiNova accents.
Dial: Lateral time display featuring a rotating hours cylinder. Super-LumiNova numerals designed by Yinka Ilori.
Strap: Rubber strap detailed with a stamped leaf pattern. Each watch includes one interchangeable mismatched colored strap and one white strap. Stainless steel folding buckle.
Price: CHF 3,200
Notes: A three-piece collaboration with artist Yinka Ilori, each a limited edition of 400 pieces. The anodized titanium rotor features a milled tree motif and the motto "Grow Your Dreams" in Super-LumiNova. The watch is made available for purchase through a raffle system.