MB&F’s M.A.D. Editions launches the new M.A.D.2, the sequel to the M.A.D.1 and M.A.D.1S. It is the creative brainchild of Eric Giroud, among the most renowned watch designers in the world. Together with Max Büsser, Eric has been an instrumental part of MB&F’s journey since the past 24 years. He has designed iconic MB&F Horological Machines (HM) and Legacy Machines (LM) such as the recently unveiled LM Perpetual Longhorn and LM Sequential Flyback Longhorn.
The M.A.D.2 is inspired by Eric’s nightclub days in Lausanne, Switzerland during the 1990’s.
Image: Eric Giroud in the 1990’s (Credit: Laurent Stoop).
“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.”
Key Features
Image: Green edition for public raffle. Header image is Orange edition for MB&F’s Tribe and Friends.
Functions are hours and minutes. Left subdial displays the jumping hours (clockwise), and right subdial displays the trailing minutes (anticlockwise).
Image: Creative genius by Eric Giroud.
“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, and if you listen closely, it’s as if you can hear the rhythm of the past pulsing through it. The stroboscopic platter is in fact the automatic winding rotor, visible from both the front and the back. Flip the watch over and you’ll discover the gyroscopic off-centered rotor which will make your head spin.”
Image: Playful. Fun. Well executed.
Powered by Manufacture La Joux-Perret calibre G101, an automatic movement which serves as the base for the MB&F developed bidirectional module that displays the jumping hours and trailing minutes. Case fitting diameter: 25.60 mm or 11 ½ lignes. Height: 4.45 mm. Jewels: 24. Frequency: 28,800 vph or 4 Hz. Power reserve: 64 hours.
Image: Dial close up.
Rounded pebble shaped case is made from 316L stainless steel. Diameter: 42 mm. Height: 12.30 mm. Dial side sapphire crystal features anti-reflective coating on both sides. Caseback sapphire crystal features anti-reflective coating on the inside. Water resistant up to 30 metres.
Watch comes with a leather strap fitted to a folding buckle made from stainless steel.
Our Thoughts
MB&F is MB&F because of the “F” or “Friends” in the name. In an industry obsessed with “in-house,” Max Büsser brought in much needed transparency. Among the many “Friends” the brand has collaborated with, Eric has been instrumental in designing MB&F creations such as the LM Perpetual EVO, LM Sequential EVO, LM FlyingT, HM9 SV, HM10 Bulldog, HM11 Architect, and M.A.D.1 to name a few. Each one has cemented the brand’s unique design identity and helped put it on the global horological map. As such, the M.A.D.2 is a tribute to Eric and for everything he has contributed to MB&F.
Image: A versatile and fun watch. Perfect for work, weekends, and nightclubs.
Inspired by 1990’s nightclub culture, featuring jumping hours and trailing minutes, and priced at (only) CHF 2,900, the M.A.D.2 is something only MB&F can whip up. Another feather in the brand’s cap and another design icon by Eric. The hard part will be getting your hands on one.
Additional Details
Image: Eric Giroud and Max Büsser. An enduring partnership.
Name: M.A.D.2 by Eric Giroud
Orange edition for The Tribe and Friends (MB&F collectors and suppliers).
Green edition for public raffle. Raffle opens on April 1st at 2 PM Swiss time and closes on April 7th at 2PM Swiss time.
Price (both versions): Swiss Franc (CHF): 2,900 + VAT
Please visit the MB&F website and M.A.D. Editions Instagram page for more information.
