SJX Watches
MB&F; Turns to Yinka Ilori for the M.A.D.1S ‘Grow Your Dreams’
The accessibly priced, MB&F;-adjacent wristwatch returns as the M.A.D.1S ‘Grow Your Dreams’, a collaboration with Yinka Ilori, a British designer known for applying bright colors to furniture, architecture, and interiors. With three kaleidoscopic colourways – Sun, Nature, and Water – the new M.A.D.1S leans into the maximalist trends of the day, which suits the M.A.D.Editions sub-brand, and MB&F; in general, like a glove. Initial Thoughts I’m reminded of the H. Moser & Cie. Elements of Time we covered just last week. Like with those, the M.A.D.1S ‘Grow Your Dreams’ is a series of thematic, limited edition collaborations sold via online raffle. And of the flavours on offer here, my favourite is again the Water variant. Collaborations like this can often feel like a one-way street, but that doesn’t feel like the case here. It’s good to know Yinka Ilori was an active participant in the watch’s design, personally designing the stylised numerals on the hour cylinder. I’ll also point out Mr Ilori is the model in all of these wrist shots. As for my thoughts on his work, I own some tableware he designed a few years back – which sits in my cupboard, seldom used but often admired. “Water” The M.A.D.1 series in general are dubious as a value proposition; though they are very affordable for an MB&F;-ish watch, they are pricey for the segment. But that misses the point – few are cross shopping these with similarly priced offerings from Tudor or Longines, or ev...
