M.A.D.2
If the M.A.D.1 broke the rules, the M.A.D.2 spins a different story. Born from the mind of Eric Giroud – designer, rebel, and longtime MB&F Friend – this timepiece is a love letter to the wild, electrifying spirit of 1990s club culture; it’s the second act in a saga that started with an unexpected hit.
From M.A.D.1 to M.A.D.2
M.A.D.Editions operates like a publishing house. If you flip over a M.A.D.1, you see the name of MB&F Founder and Creative Director Maximilian Büsser engraved on the caseback. The second chapter, M.A.D.2, is signed by the famous designer Eric Giroud: 20 years of designing MB&F pieces, 20 years of creative partnership with Max. For the 20th anniversary of MB&F, it was only fitting—this one’s his.
During the 1990s, Eric was tearing it up on dancefloors at Lausanne's legendary clubs. Think pulsing basslines, vinyl grooves, and nights that blurred into mornings. Memories that shaped the inspiration behind the M.A.D.2 - smooth like an almond, bold like a second album, unapologetically M.A.D.
About the watch
The M.A.D.2’s raised central subdials – displaying the hours and minutes – look like the turntables from a DJ mixing console. The central dial over which they rotate is a love letter to vinyl textures, with grooves and satin finishes mimicking music tracks. Surrounding it is the platter, inspired by the stroboscopic band of the Technics SL-1200 – complete with Super-LumiNova stop pins. Every flick of the wrist sets the platter spinning: the stroboscopic platter is in fact the automatic winding rotor, visible from both the front and the back.
And there’s a horological surprise: the jumping hour complication. It’s a secret you only uncover after spending time with the watch—nothing screams “bi-directional jumping hours” at first glance. The small metal markers – which look like guitar picks, almonds, or maybe even alien eyes – conveniently indicate the jumping hour and trailing minutes at the very center of the watch.
The M.A.D.Editions Raffles
Choosing the fairest way possible to allocate the M.A.D.Editions has been the subject of endless hours of internal debate at MB&F. The team felt that the usual systems – including drops, queuing endlessly at retail outlets, or never-ending waiting lists – were extremely frustrating for customers. It was decided that raffles were the fairest way: they give everyone a fair chance and ample time to register.
To be notified when the next raffle opens, click on the button “RAFFLES” below.
SCAM ALERT : Beware of scammers. There is only one official Instagram page: M.A.D.Editions
A smooth ride
Despite being visually worlds apart from the M.A.D.1, the M.A.D.2 shares the same heartbeat: the La Joux-Perret G101 movement found in the M.A.D.1S, now enhanced with a bespoke jumping hour module developed by MB&F. Swiss-made, Swiss-assembled.
The M.A.D.2's 42mm stainless steel case is like a rounded pebble - its smooth shape, how it feels in hand, the almond-like curves, and even the crown’s logo. Eric reminisces about his first watch design in the 1990s, one that never made it to reality. He called it Almond. And you can feel traces of that in the M.A.D.2. It balances the playful, unexpected approach of M.A.D.Editions without going over the top.
Two models, two personalities: an Orange edition for the Tribe and Friends. Green for the raffle.
M.A.D.2
Orange edition exclusively for Tribe and Friends; Green edition available via raffle system.
- Stainless steel 316L
- Dimensions: diameter 42mm x height 12.3mm
- Lug-to-lug: 48.5mm / lug width: 21mm
- Water resistance: 30m / 3ATM / 90 feet
- Top sapphire crystal treated with anti-reflective coating on both faces
- Bottom sapphire crystal treated with anti-reflective coating on inside face
- Base movement: Swiss made Manufacture La Joux-Perret calibre G101
- Bi-directional jumping hour and trailing minutes module developed by MB&F
- Case fitting diameter: 25.6mm / 11 ½’’
- Height: 4.45mm
- Balance/Frequency: 4Hz / 28’800
- Jewels: 24
- Power reserve: 64h
- Automatic winding
Leather strap with stainless steel folding buckle
Lug width dimensions: 21mm
Inspiration
Legendary designer Eric Giroud: 20 years of designing MB&F pieces. 20 years of creative partnership with Max. For the 20th anniversary of MB&F, it’s only fitting—this one’s his. His baby. His vision. But following up a hit? That’s a challenge. It’s like the second album of a band that nailed their debut.
Eric and Max both hail from Lausanne; Giroud’s journey is anything but traditional Swiss design. While others might have been lurking around cold offices, Eric was tearing it up on dancefloors, living the 1990s club scene. Nights at the legendary MAD (Moulin à Danses) and Dolce Vita clubs in Lausanne, surrounded by creatives, musicians, actors and artists, shaped his aesthetic.
Friends called him "Erico." He hung out with Sébastien and Stephan Kohler—DJs who hit international fame with their track At Night. Early house music boomed, Stephan Kohler (Mandrax) spun vinyl on the famous Technics SL-1200 Mark 2, and there was a palpable sense of freedom. The 90s were electric, a time when change was in the air, especially in music. This is the world that inspired the M.A.D.2—a watch born from the heartbeat of a bygone rave era.
Behind the M.A.D.2
In discussion with his long time friend Maximilian Büsser, Eric Giroud shares insights about his career path, musical background and how his years hanging out with DJs and dancing all night long in the 1990s club scene have deeply influenced him.
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M.A.D.1S
M.A.D.1 GREEN
