Swiss Precision Meets African Joy: M.A.D.Editions x Yinka Ilori

Known for its innovative timepieces, M.A.D.Editions has partnered with British-Nigerian designer Yinka Ilori to unveil "Grow Your Dreams," a vibrant three-piece series of its M.A.D.1S model.

The collaboration brings Ilori's signature optimism and colour-driven narrative to the Swiss brand's playful mechanical design. Each watch in the limited series—Sun, Nature, and Water—translates Ilori's philosophy of nurturing dreams into bold aesthetics, featuring anodized titanium rotors, HyCeram-coloured bezels, and mismatched rubber straps embossed with leaf motifs.

For Maximilian Büsser, founder of MB&F and M.A.D.Editions, the partnership reflects a shared belief in creativity without constraints. "Yinka Ilori lives in a universe bursting with colour; his work makes you feel alive, like a rush of adrenaline pushing you to go further," he said. "This collaboration has created something that brings joy, a reminder to realise your own dreams."

Artketing—the integration of art into marketing and brand storytelling—continues to be a powerful tool in luxury strategy at a time when younger luxury buyers increasingly value storytelling and cultural alignment over logo display.

M.A.D.Editions, launched in 2021 as MB&F's more accessible parallel brand, had previously collaborated with Jean-Charles de Castelbajac.