Fastwong's arrival of the M.A.D. 1 offers a timely reflection on MB&F's innovative lottery sales model and its impact on collector engagement. His candid review delves into the watch's surprising wearability and exceptional value, prompting a discussion on accessibility and creativity within independent horology. This article explores how a unique distribution strategy can foster enthusiasm without alienating the next generation of enthusiasts.
Have had little time to enjoy watches or much of anything else these last few months due to work so it was a super fun break from the ordinary to hear that a little luck came my way in the latest M.A.D. 1 lottery! I was a huge fan of the lottery model introduced with the red launch, loved that the team responded to all the entrants win or lose, and enjoyed the experience even if I didn't get a watch after all the excitement. This time I wasn't getting my hopes up to the point that I actually forgot about it entirely so when I got the email it was that much more of a surprise when it happened. I think how MB&F has approached this whole sales model is a great thing and while this isn't the answer for every brand, the industry as a whole still needs to figure out how to manage access to their watches for the next generation of collectors / enthusiasts and at least for the M.A.D. watches, I think this really works to create enthusiasm without alienating anyone.
As for the watch, I'm enjoying it way way more than I thought I would! Fun / $ is off the charts with the M.A.D. 1 with design, quality of manufacture, buying experience, all of it way beyond what I think anyone is delivering at this price. In person all the high polished facets and angles make for a ton of light play, the red is darker and more subtle than in many pictures in a good way, and there are little thoughtfully polished bits and angles that are unexpected. The case finishing is surprisingly good, the watch feels very solid for being a sapphire hockey puck, and the fit with the down turned lugs allows it to follow the wrist like a curved caseback. I did think the height of the watch would be an issue but it isn't and somehow wears smaller than I expected. If I had to gripe, the strap leaves some to be desired and reading the time is still tough even after a few weeks of daily wear but I don't care.
The absolute best part is this is a fun watch to share with others. While I would prefer to go entirely unnoticed most of the time while wearing a more expensive watch, this one can be loud, attract attention, and is totally a fun thing to share with others both watch and non-watch people alike. This absolutely feels like a unicorn but I hope we see more watches from M.A.D. and other brands that can bring this level of value as far as design, build quality, and fun to the hobby.
