Dreams on your wrist: Yinka Ilori and M.A.D.Editions Launch Bold, Limited-Edition Watches

A watch that asks you to grow your dreams? Yes, please. Yinka Ilori MBE — a London-based, British Nigerian multidisciplinary artist and designer has built a career on the power of optimistic daydreaming. Known for transforming grey urban spaces into fierce, vivid expressions, Ilori now brings the same energy to his first-ever watchmaking collaboration with M.A.D.Editions. The result? A riot of colour, heritage, and technical ingenuity wrapped around your wrist in the all new M.A.D.1S “Grow Your Dreams” series.

This isn’t just a design exercise; it’s a portal into a prism of ideas. Ilori’s work has always thrived on accessibility and participation, and this collection embodies that very ethos. As he puts it, “You invest time in it. It’s pouring love into something you care about so deeply.” For someone who has turned bridges, playgrounds, and even McLarens into dreamscapes, a watch that is so intimate and private has become the ultimate canvas for creative expression.

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Grey streets to global icons

Ilori’s story begins in London, but its roots stretch deep into Nigerian heritage. A graduate of London Metropolitan University’s BA in Furniture and Product Design, he first captured attention by injecting storytelling into objects. Through a kaleidoscope of colours, patterns, and parables, his design language bridges cultural narratives, while staying true to his mantra: art and design should be democratised. Humorous, provocative, and playful, his projects flip urban spaces into community hubs that challenge everything we thought we knew.

From solo exhibitions to global commissions, Ilori has reshaped skylines, supermarket aisles, and even high-tea stands. His versatility also stretches to architecture, set design, textiles, furniture, you name it. At every scale, the principle remains the same — design should uplift. His recurring tree motif reflects patience and hope, reminding us that big ideas, like dreams, take time to bloom.

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A maximalist meet

Sometimes, the best collaborations start with a coincidence. For Maximilian Büsser, founder of MB&F and the mind behind M.A.D.Editions, the spark came during a summer holiday in 2023. Flipping through magazines, he stumbled upon Ilori’s world: a visual explosion of colours that screamed optimism. Six days later, Ilori was in Geneva, stepping into the mechanical universe of M.A.D.Editions. The synergy was instant: two dreamers, united by a shared philosophy of pushing boundaries.

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The brand itself was born from a similar impulse. M.A.D.Editions began not as a commercial strategy but as a thank-you gesture to MB&F’s community. Overwhelming demand transformed it into a playground for creative horology. Pair that with Ilori’s bold aesthetics and ethos of accessibility, and you get a timepiece that refuses to compromise on colour, on joy, or on imagination.

During the design process, a question arose: why make one watch when you can make three? The “Grow Your Dreams” series bursts into life through three carefully curated limited editions derived from sun, nature, and water — each produced in 400 pieces. These aren’t just names; they’re stories in motion:

Sun: yellow rotor with mismatched yellow and green straps

Nature: green rotor paired with purple and red straps

Water: blue rotor with deep and light blue straps

Each strap reflects Ilori’s philosophy — leaf-stamped motifs evoking growth and transformation. For versatility, every timepiece includes a second white strap, a nod to the quiet elegance even dreamers sometimes seek. 

Writing new codes

At its heart, the M.A.D.1S stays true to its mechanical DNA while venturing boldly into Ilori’s chromatic world. The case measures 42 mm in stainless steel (316L) with HyCeram-infused bezels, marking a first for M.A.D.Editions. This high-tech liquid ceramic fills precision-cut grooves, hardened and polished to create a tactile rainbow effect. Beneath the surface, stamped waves ripple across the aluminium baseplate, adding a 3D depth to the design.

And then there’s the rotor — lighter, slimmer, and carved with Ilori’s tree motif as a poetic tribute to the virtue of being patient. Crafted in titanium, it’s anodised into three vivid hues and accented with Super-LumiNova for a glow.

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Mechanics of a manifesto

For all its vibrancy, the M.A.D.1S “Grow Your Dreams” remains a serious piece of horology. At its core beats the Swiss-made Manufacture LaJoux-Perret G101 movement, featuring a rotating hours cylinder with Super-LumiNova numerals for enhanced legibility.

Height: 4.45 mm | Line diameter: 11 ½’’

Balance/Frequency: 4Hz / 28,800 bph | Jewels: 24

Power reserve: 68 hours

Winding: Automatic, unidirectional with titanium rotor

The case is fitted with mineral glass and sapphire crystal, both treated with anti-reflective coating on both faces. The watch offers a 30m water resistance while a stainless steel folding buckle completes its look, locking in comfort with a touch of industrial elegance.

“Grow Your Dreams” is more than a slogan. It’s a philosophy that threads through time itself. For Ilori, “there’s something very private and public about a watch. Everyone sees it, but it’s you who has that connection with it.” With this collaboration, Ilori and M.A.D.Editions remind us that time isn’t just measured, it’s nurtured. On your wrist, hours and minutes don’t merely pass; they bloom, alive with possibility. Because when dreaming is believing, even a watch can change how you see the world.

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