If the M.A.D.1 broke the rules, the M.A.D.2 spins a different story. Designed by Eric Giroud, this timepiece is a tribute to the wild, electrifying spirit of 1990s club culture. Inspired by Lausanne’s legendary MAD club, it channels pulsing basslines, vinyl grooves, and endless nights. Smooth like an almond, bold like a second album, and unapologetically M.A.D.
A Bold Beginning
M.A.D.Editions was born from frustration—MB&F’s own friends and family couldn’t afford their watches. In 2021, during the pandemic, they launched a one-off drop of 500 M.A.D.1 pieces, reserved for suppliers and early supporters. Without a marketing campaign, just a simple email, the watch community reacted instantly. Demand skyrocketed, and in response, MB&F founder Maximilian Büsser promised: “Give us some time, we’ll have something for you.”
The Frenzy Grows
In 2022, MB&F introduced the first M.A.D.1 for the public, launching a raffle system instead of traditional retail. Following the M.A.D.1 Blue came four iterations: Red, Green, the ‘Time to Love’ edition with Jean-Charles de Castelbajac, and the sleeker M.A.D.1S, featuring a Swiss-made caliber. The M.A.D.1 Red won the Challenge Prize at the 2022 Grand Prix d’Horlogerie de Genève. M.A.D.Editions was no longer just an idea—it was becoming a brand.
A Designer’s Vision
M.A.D.Editions operates like a publishing house, with each watch signed by its creator. While the M.A.D.1 bore the name of Maximilian Büsser, the M.A.D.2 is the work of Eric Giroud. A longtime MB&F collaborator, Giroud has been designing for the brand for 20 years. For MB&F’s 20th anniversary, it was only fitting that he take the lead.
A Club Scene Tribute
Eric Giroud and Maximilian Büsser both hail from Lausanne, where the 1990s club scene shaped their creative outlooks. Eric lived the nightlife of MAD and Dolce Vita, surrounded by musicians, actors, and artists. DJs like Sébastien and Stephan Kohler, now known as Shakedown, were part of this movement. For the M.A.D.2 launch, Stephan—formerly ‘Mandrax’—created a track that pulses through its promotional video.
A Musical Design
The M.A.D.2’s raised subdials resemble DJ turntables, with a central dial inspired by vinyl records. Grooves and satin finishes mimic music tracks, while the outer platter takes cues from the Technics SL-1200 Mark 2 turntable’s stroboscopic band. Super-LumiNova stop pins add a glowing touch, and every flick of the wrist sets the rotor spinning, visible from both sides of the case.
Mechanical Innovation
The M.A.D.2 features a 42mm stainless steel and sapphire crystal case, shaped like a rounded pebble. Small metal markers display the time at the center, while a bi-directional jumping hour module, developed by MB&F, adds a mechanical surprise. Like the M.A.D.1S, it runs on the Swiss-made La Joux-Perret G101 caliber, beating at 4Hz with a 64-hour power reserve.
Exclusive Editions
The M.A.D.2 comes in two editions: Orange, reserved for the Tribe and Friends, and Green, available through the raffle. Both are priced at CHF 2,900 + VAT, unchanged from previous releases.
