Inside M.A.D.Editions with Max Büsser (MB&F) – Openwork Episode 25

M.A.D.Editions: Not a Brand, Nor Was It Ever Intended to Be

On this episode of Openwork, we explore the business of both MB&F and Max’s most recent horological project: M.A.D.Editions. While both represent wildly creative watches, they have fundamentally different business models, with MB&F producing under 200 pieces a year at prices mostly over $100K USD and M.A.D.Editions producing thousands of watches a year at under $5K USD.

Büsser's passion for watches and his dedication to pushing the boundaries of horological design have solidified his position as one of the most influential figures in independent watchmaking. Through M.A.D.Editions, he continues to inspire and delight even more watch enthusiasts worldwide.

Started almost accidentally in 2021, M.A.D.Editions offers a more affordable entry point into the world of independent watchmaking. While sharing the same creative spirit as MB&F, M.A.D.Editions seeks to offer unparalleled value above all else.

However, Büsser doesn't characterize it as a brand, preferring instead to leave it open-ended. But fear not, it sounds like Max has plans for a M.A.D.2, 3, and beyond.