M.A.D. 1

The M.A.D. 1 puts the rotor where a dial would normally be, with the time read along the side of the case—a wonderfully sideways approach to a wristwatch. What unites the family is that exposed, three-bladed rotor and lateral display; what separates its generations is more than a change of color.

Introduced in 2021 under M.A.D.Editions, the original blue M.A.D. 1 was initially offered to MB&F’s circle of collaborators and collectors. The M.A.D. 1 Red followed in 2022, opening the concept to a wider audience, with the M.A.D. 1 Green arriving in 2023. These early versions use an inverted Miyota 821A automatic movement, bringing the winding rotor to the upper face while separate rotating hour and minute rings handle the time display below.

The M.A.D. 1S, introduced in 2024, marks the substantial mechanical revision: a Swiss La Joux-Perret G101 replaces the Japanese caliber, and the case becomes noticeably slimmer. That distinction matters on the wrist, even though the spinning rotor remains the first thing to catch your eye.