This $3,000 Watch Resells for $10,000. Here’s How to Get One

The raffle to purchase the M.A.D.1 RED closes tomorrow

M.A.D.1 RED Raffle

By RC Staff

Key Points:

  • Maximilian Büsser’s brand MB&F regularly sells their watches for hundreds of thousands of dollars

  • M.A.D.1 RED is a new MB&F entry available to purchase via raffle for only $3,100

  • The watch resells on the aftermarket for between $7,000 to $10,000




This is the difference between the sale price and resell price. It does not take into account any costs associated with reselling. Things like shipping, storage fees, if applicable.

Maximilian Büsser M.A.D.1 RED Watch

A second entry in the MB&F-adjacent watch brand, this watch is heralded for being an affordable entry into Büsser’s world.

What is MB&F?

Primarily known for their remarkable Horological Machines, Maximilian Büsser and Friends (MB&F) is a Swiss luxury watch and clock manufacturer created in 2005 by former Harry Winston Rare Timepieces CEO Maximilian Büsser. 

The brand refers to itself as “the world’s first-ever horological concept laboratory”, and considering how otherworldly some of their designs are, this fits. 

A selection of MB&F Watches

A selection of some of MB&F’s Horological Machines

While a lot of words like “whimsical” or “unique” could be used to describe them, “affordable” is certainly not one. Most MB&F watches cost somewhere in the $60,000 to $200,000+ range.   

Well, that was until now. 


While not technically under the same brand as MB&F, Maximilian Büsser created a new timepiece in June 2021 called the M.A.D.1. 


This watch was available to purchase exclusively to supporters, friends, and clients of the MB&F brand in the past. 450 examples were sold at a price point of CHF 1,900 each (about $2,000 USD).

The piece rapidly became a rare sweetheart in the watch world, with aftermarket sales routinely taking place at and around the $10,000 mark — a 500% markup on MSRP.

M.A.D.1 Edition 1 Blue Sales

Some listings of the blue M.A.D.1 Edition 1 on marketplace chrono24


Following the massive success of the first M.A.D.1, Büsser would go  on to announce a follow-up release of the model, this time in red with a few minor design changes.



This iteration was first available to purchase during a 10-day window towards the end of 2022 for fans that had written in.

First, among the countless reactions of the last 10 months, some of you actually took the time to write and send us an email. We’ve been carefully registering those written interests, and we’ve decided that they get first priority. There’s no obligation, of course, but we are first contacting them to check whether they’d like to place their order within the next 10 days.


By the way – and this is very important! – if you didn’t write to us yet, there’s no need to write now – we’ve closed that list.

Maximilian Büsser

If you missed out, you missed out. However, there’s one more opportunity to snag one.


M.A.D.1 RED Raffle

Between January 16th and March 5th, a raffle is open on the M.A.D.GALLERY website for those interested in buying the M.A.D.1 RED. The draw will be held a few days after entries are closed (expect the week of March 6th), at which point winners will be contacted with the option to place an order, each for one M.A.D.1 RED at a price of CHF 2900 + tax (about $3,100 USD). 

It costs nothing to enter the raffle, and each person may enter one time. Winning tickets are not transferable. 

You can learn more and enter the raffle here.


Does the M.A.D.1 RED Resell?

Currently, the M.A.D.1 RED can be found on the aftermarket for an average price between $7,000 and $10,000. 

M.A.D.1 RED Aftermarket Sales

Some listings of the M.A.D.1 RED on marketplace chrono24

There is currently no word on what the exact edition size for this watch will be, and we expect that this will impact the watch’s value (either positively or negatively) if and when that information is revealed. 

All in all, whether you’re looking for a personal piece or a watch to flip, the M.A.D.1 RED raffle looks like it could be a great opportunity. 

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