For the past decade, NYC Watch Week has been anchored by two key fairs. On one end of the spectrum you have WatchTime, hosting high horology brands like Breguet, Zenith, and MB&F. On the other end of the spectrum you have WindUp, dedicated to microbrands like Anordain, Studio Underdog, and M.A.D. Editions. In the monumental 10th year of NYC Watch Week, a third fair joined the mix. Indies NYC established earlier this year in the spring of 2025 as a showcase for – you guessed it – independent watchmakers. While many exhibitors are fresh talent emerging on the coattails of watchmaking school, M.A.D. Editions served as a mainstay of the fall showcase. The brand’s presence at all three tradeshows marks a first in NYC Watch Week history, and we were fortunate enough to speak to Max Busser himself on notching this milestone.
WT: What inspired M.A.D. Editions to exhibit at Windup NYC and Indies NYC this year? Does this mark the first time M.A.D. Editions has exhibited independently and is this something we can expect to see more of in the future?
MB: M.A.D. Editions is a brand that was never meant to be. It was originally created as a small series for my family and friends since none of them can afford an MB&F. Five years later, M.A.D. Editions became its own entity with its own unique model. Sales exist only two times per year – we release a new version and make it available for purchase only by a raffle. There are no retailers, there is no stock, and no one can try one on before registering for the raffle. This was a risk, and we have received a positive response from enthusiasts who can’t invest in an MB&F, but last year, we decided to start participating into a few watch events to better explain the concept and offer the possibility to try one on. As a bonus, we offer an added raffle opportunity on our latest versions to all those who register at our booth.
WT: Between both MB&F and M.A.D. Editions, what has been the common thread in celebrating this 20th anniversary year for the brand? Can you tease anything exciting we might hope to see for the 5th anniversary of M.A.D. Editions next year in 2026?
MB: For our 20th anniversary, we focused on what defines us in both brands: unbridled creativity, cool collaborations, and treating people the way we would want to be treated. Through MB&F, we introduced the SP One, the Bvlgari x MB&F Serpenti, and the LM101 Evo. Then, with M.A.D. Editions, we launched the M.A.D. 2 as well as the M.A.D.1S Yinka Ilori collaboration.
However, we did decide to do something very special for this anniversary year as a thank you to our communities of watch lovers with an unprecedented raffle – or in fact two raffles for a total of 20 watches in two limited editions that will never be commercialized otherwise. We extended these raffles not only to our Tribe members (the owners of MB&F Machines) but also to the thousands of watch enthusiasts who have participated in the M.A.D. Editions raffles.
Our Tribe members have the chance to win one of 10 very special LM101 Longhorn 20th Anniversary pieces. The second raffle – for a special M.A.D.1S 20th Anniversary – will draw 10 lucky winners among the thousands of watch enthusiasts who have participated in the M.A.D. Editions raffles with their names automatically entered in the draw.
Next year, I’m not sure if we are going to define a 5th anniversary piece, but in 2026, M.A.D. Editions will see two iterations and one totally new product – it will be another exciting year for sure.
WT: What does the NYC watch community specifically mean to MB&F? Why is it important for both MB&F and M.A.D. Editions to have a presence at these NYC watch fairs and a more permanent presence with the showroom set to open next year?
MB: The USA remains, tariffs or not, the most important market for M.A.D. Editions. Therefore, it was crucial to participate in our first American shows this year. We are also very much looking forward to the opening of our MB&F lounge in NYC next year – this will be an important step for our team.
