With the unveiling of the second chapter in the M.A.D. series, M.A.D. Editions introduces a timepiece that differs significantly from the M.A.D. 1, both in concept and appearance. This watch, a creation by Eric Giroud — designer and long-standing friend of MB&F — is a heartfelt tribute to the wild, captivating club culture of the 1990s. Here’s everything you need to know about the new M.A.D. Editions M.A.D. 2.
The idea behind the M.A.D. Editions dates back to 2014, when Max Büsser, founder of MB&F, first conceived the notion of creating a watch not for collectors or horology enthusiasts, but for his friends and family. The people who mattered most to him simply could not afford MB&F timepieces — something that troubled him deeply.
Yet despite all the passion, four years of development, and numerous failed attempts, the project never came to fruition and was ultimately shelved in 2018. It wasn’t until 2020 that the idea resurfaced. As the COVID pandemic brought the world — and the world of watchmaking — to a standstill, MB&F too faced the threat of bankruptcy. A lifeline was needed. In the midst of a crisis meeting, the once-abandoned concept of creating a more ‘accessible’ timepiece was revived.
The result was a watch intended exclusively for those who had shown unwavering loyalty to MB&F over the past 15 years: the brand’s long-standing partners, suppliers and clients. This small, close-knit community of a few hundred enthusiasts is known as “The Tribe.” In June 2021, 500 of them received a personal message — no public campaign, no social media posts. Instead, simply an email from MB&F expressing gratitude for their trust and loyalty. Along with it came a quiet yet meaningful gesture: the opportunity to purchase the M.A.D. 1 Blue for 1,900 Swiss Francs. No fanfare, no theatrics — just one sincere email as a token of appreciation.
However, when images of the watch began circulating on Instagram, interest quickly spread far beyond those original 500 recipients. The combination of an accessible price point, innovative design and deliberate scarcity fuelled demand to unprecedented levels. In March 2022, less than a year later, Max Büsser made the decision to open the M.A.D. Editions to the wider public. The watch that resulted from this decision is now well known: the M.A.D. 1 RED, distinguished by its dial-side triple-blade rotor, time display via two rotating cylinders, and a crown positioned at 12 o’clock in the style of a pocket watch.
Somewhere between exclusivity and bold visual appeal, the cult of M.A.D. 1 owners began to take shape — drawing the attention of all those who had yet to join their ranks. The eye-catching rotation of the winding rotor, perfect not only for an Instagram story but also as a conversation starter, captivated even those who would not normally consider themselves watch enthusiasts.
But as unusual as the watch itself was, the process of acquiring one proved equally unconventional. The right to purchase was granted only to those who emerged as winners of a lottery. The first batch of 1,500 M.A.D. 1 REDs was allocated among 19,000 entrants, followed by a second run of another 1,500 pieces in February 2023 — this time with 22,000 hopeful participants. Speaking from personal experience as one of those 22,000, I can confirm: the lottery did not diminish the desire for the watch — it only intensified it.
Following the success of the M.A.D. 1 RED, a series of three further variations was introduced, each building on the core concept of the original but presented with distinct variations. In September 2023, another run of 1,500 M.A.D. 1 models was released, this time featuring green accents. This was followed by a limited edition of 999 pieces entitled “Time to Love,” created in collaboration with Jean-Charles de Castelbajac. Most recently, the M.A.D.1S made its debut — a slimmer, more refined version powered by a Swiss-made calibre.
At first glance, the M.A.D. 2 appears to share little with its predecessor. Much of the unconventional, almost futuristic aesthetic that once gave the M.A.D. its distinctive identity has been left behind. This shift is largely due to the man entrusted by Max Büsser with the creation of the second M.A.D. watch: designer Eric Giroud. For inspiration, Giroud drew on the clubbing days of his youth, surrounded by creatives in the Lausanne-based MAD (Moulin à Danses) nightclub — a period that now shapes the character of this new timepiece
This inspiration is most evident in the dial, which takes its cues from the iconic Technics SL-1200 Mark 2 turntable — the very deck on which the house beats of the 1990s once gave nightlife its distinctive rhythm. The main section of the dial features two subdials for hours and minutes, designed to resemble the platters of a DJ mixing console. Time is indicated by small metal markers, said to evoke something between guitar plectrums and alien eyes.
Another nod to the turntable comes in the form of the central dial itself, which features delicate grooves reminiscent of a vinyl record. Framing this centrepiece is perhaps the strongest reference yet to the concept of the first M.A.D. watch: Between the centre of the dial and the edge of the case, a further platter can be seen, inspired by the outer rim of the Technics SL-1200 Mark 2. This disc serves as the automatic winding rotor, rotating with every movement of the wrist and visible through the dial — just as it was with the M.A.D. 1.
The stainless-steel case, measuring 42mm in diameter, draws inspiration from Eric Giroud’s very first watch design from the 1990s — a creation that never saw the light of day. That design was named Almond. While visually, the M.A.D.1 and M.A.D.2 could hardly be more different, they share the same heart: a movement from La Joux-Perret, also used in the M.A.D.1S, but enhanced here with a special jumping-hour module developed in-house by MB&F. The movement is both manufactured and assembled in Switzerland, offering a power reserve of 64 hours and operating at a frequency of 4 Hz (28,800 vph).
One thing is certain: the two M.A.D. models could hardly be more distinct — both in aesthetics and in concept. This divergence stems primarily from the fact that the new model takes a far more practical, everyday approach to the M.A.D. concept. With a case height of just 12.3mm, it is nearly 3mm slimmer than the M.A.D.1. Furthermore, the shift of the hour markers from the case flank to the dial itself improves legibility — though perhaps at the expense of some of the playful eccentricity that defined the first model.
The M.A.D.2 will be offered in two colourways: orange for the “Tribe” and close friends, and green for the public lottery. The price of the watch is set at 2,900 CHF. The lottery will open on 1 April at 2:00 p.m. Swiss time and will remain active for one week. Once the deadline has passed, the winners will be drawn and notified a few days later.
