Why Colours Are the True Seduction of Luxury (And Not What You Think)

Have you ever wondered why certain colours instantly stir emotions within us? It’s not just clever marketing. It’s part of how we’re wired.

Lately, there’s been a refreshing comeback of vibrant pop colours, and honestly, what a relief to see more than just black and white everywhere.

One collaboration that really stood out to me during Geneva Watch Days last September was the unexpected and much-needed partnership between British-Nigerian designer Yinka Ilori and Maximilian Büsser, the visionary behind MB&F (Maximilian Büsser and Friends) and its playful offshoot, M.A.D. Editions.

“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. This collaboration has created something that brings joy, a reminder to realise your own dreams.” — Maximilian Büsser

As Yinka reminds us, the world is a canvas for optimism. More than that, it’s a fertile ground for possibility, where design becomes a vehicle for growth, joy, and transformation.

Through storytelling, he weaves together cultural heritage, social commentary, and aesthetics across mediums as diverse as architecture, installations, print, fashion, textiles, and homewares.

The meeting of these two visionary minds felt undeniable, leading to the creation of the M.A.D. Editions x Yinka Ilori M.A.D.1S “Grow Your Dreams” watches.

Both rooted in gratitude and evolution, the collaboration feels nothing short of inevitable. Why make just one watch when you can create three?

“I’ve always been obsessed with trees. Harvesting and growing them because you invest time in it. It’s pouring love into something you care about, and that starts a conversation. It’s the same for this process, and the way of thinking behind it with Max. You have to be patient and harvest a watch. There are similarities between our universes. Typically, mine are very public, but there’s something very private and public about a watch. Everyone sees it, but it’s you who has that connection with it.” — Yinka Ilori

I had the chance to visit the Yinka Ilori Pop-Up Shop at the MB&F M.A.D.Gallery in Geneva and try the watches on in person. The exhibition, located at Rue Verdaine 11, ran from August 19 to September 20.

Not only does it catch the eye, it captures the heart. Ilori’s first watch collaboration feels like his freshest and purest expression of emotion.

Yinka’s vision and values continue to inspire people across worlds, including some of the most influential names in design and technology. Earlier this year, he met Apple CEO Tim Cook to talk about creativity, colour, and the human touch in art.

Cook has often said that great art will always come from humans, celebrating imagination, intuition, and emotion as the core of creative expression. For both Cook and Ilori, colour isn’t just decoration. It’s a language of feeling, memory, and storytelling, capable of evoking joy, optimism, and connection.

That philosophy lives inside Apple’s design choices too. The new iPhone 17 Pro in Cosmic Orange isn’t just a shade, it’s a statement. It radiates vibrancy and personality, reflecting Cook’s belief that technology should enhance human creativity, not replace it. Just as Ilori transforms public spaces into immersive worlds of colour, Cosmic Orange turns a familiar device into a canvas for self-expression.

The shade brings freshness and character to the Pro lineup, breaking from the usual black, gray, and silver. It’s trendy, expressive, and full of personality, yet still grounded in the iPhone Pro’s refined details — the unibody aluminum build, the Ceramic Shield protection, the overall sense of precision. Vibrant and confident, Cosmic Orange doesn’t just add colour. It gives the phone a presence.

In both worlds — watchmaking and technology — colour becomes a bridge. It connects function and feeling, precision and play. Whether on a wrist or in your hand, these creations remind us that design is at its best when it makes you feel something.