Renowned designer Yinka Ilori MBE has ventured into the world of watchmaking with his inaugural collection, crafted in partnership with MB&F’s M.A.D.Editions. This new series, aptly named “Grow Your Dreams,” was introduced this week and features three distinct limited-edition models: Sun, Nature, and Water. Each design is available in a limited run of 400 pieces globally.
This launch signifies Yinka Ilori’s debut in the horological arena and represents a fresh chapter for M.A.D.Editions, a brand under MB&F celebrated for its blend of creative design and top-tier Swiss engineering.
Maximilian Büsser, the founder and creative director of MB&F, expressed how the collaboration with Yinka was a seamless match. He remarked, “Yinka Ilori’s universe is vibrant and full of life; his creations evoke a sense of exhilaration, encouraging you to pursue your dreams. This partnership has resulted in something that not only brings joy but also serves as a reminder to chase your aspirations.”
Yinka Ilori is acclaimed for transforming ordinary spaces into joyful experiences. His work, whether it involves designing playgrounds, lighting up bridges, or reimagining luxury cars, is characterized by a rich palette of colors, storytelling, and a sense of optimism. Drawing inspiration from his British-Nigerian roots, Ilori’s designs often explore themes of community, hope, and belonging.
A central theme in Ilori’s work is his fascination with trees, which symbolize patience and growth. “I’ve always been captivated by trees. Cultivating them requires time and care, much like nurturing something you love, which sparks a dialogue,” Ilori explains.
He further elaborates, “This process with Max is similar. Creating a watch requires patience and cultivation. Our worlds share similarities. My work is usually public, but a watch is both a private and public object. It’s visible to everyone, yet the connection is personal.”
Serendipitous Beginnings and Creative Harmony
The collaboration between Ilori and M.A.D.Editions began unexpectedly in the summer of 2023. Max discovered Ilori’s work in a magazine while on vacation, and within a week, Ilori was in Geneva exploring the M.A.D.Editions universe. What began as a casual conversation quickly evolved into a full-fledged partnership celebrating creativity and boldness.
M.A.D.Editions itself has an intriguing origin story. Launched in 2021 as a gesture of gratitude to MB&F’s community, it quickly became a cult favorite, with models selling out through raffles that attracted thousands of eager collectors. By merging MB&F’s daring design philosophy with a more accessible price point, M.A.D.Editions has established itself as a hub for innovative yet wearable timepieces.
Distinctive Design and Unique Elements
Ilori’s collection takes this experimentation further with three models instead of one, each reflecting his mantra to “grow your dreams.” The Sun, Nature, and Water models each boast their own distinct colors and symbolism.
While all watches share the M.A.D.1S architecture and Swiss-made LaJoux-Perret movement, their unique details set them apart. A titanium rotor, designed to resemble a tree, spins beneath Super-LumiNova accents, while HyCeram-filled bezels provide vibrant bursts of color.
The straps continue the theme with contrasting colors, such as yellow and green for Sun, purple and red for Nature, and layered blues for Water. Each watch also includes a second white strap for a more understated look.
The numbers on the rotating cylinders were personally designed by Ilori, and his inspirational phrase, “Grow Your Dreams,” is engraved on the rotor.
This collection brings Ilori’s joyful design ethos into a new realm while remaining true to M.A.D.Editions’ mission of playful and innovative watchmaking. For Ilori, these watches serve as reminders to cultivate ambition with patience and care. For collectors, they offer a unique opportunity to own a wearable piece of optimism.
