Worn & Wound
Hands-On Impressions of the New M.A.D.Editions M.A.D.3 Vincent Calabrese
One of the splashiest Geneva Watch Days releases this year was the all new M.A.D.3, the latest entry in the ongoing series from M.A.D.Editions, the popular MB&F; spinoff. You’re probably pretty familiar with the M.A.D. project at this point, but just in case you’re stumbling onto it here for the first time, a brief primer. Coming from many of the same people behind MB&F;, M.A.D.Editions was originally conceived as a way for brand founder Max Busser to thank his many longtime collaborators with an affordable watch that kept to the same avant-garde spirit of the high end luxury watches MB&F; has been making for years. That first watch was, apparently, not intended to ever be made widely available, a story that is perhaps apocryphal given the incredible success of the project across several release cycles. M.A.D.Editions is now a full fledged microbrand, with watches made available via highly competitive raffles on a regular basis. The brand has pledged to keep their watches affordable, relatively speaking, even as the overall quality of the pieces has been leveled up since the first watches appeared (they have moved to Swiss movements, and the finishing is noticeably nicer on newer watches, including the M.A.D.2 introduced last year). The new M.A.D.3 leans deeper into an idea we saw with the M.A.D.2, which is to make these watches a genuine collaboration with a friend of the brand. That watch was designed by Eric Giroud, a longtime MB&F; collaborator and one of the more ...