M.A.D.2 by Eric Giroud: A Tribute to 90s Club Culture and Watchmaking Innovation

A New Chapter in the M.A.D. Editions Story

Building on the groundbreaking success of the M.A.D.1, the NEW M.A.D.2 takes a completely different approach—one deeply rooted in the electrifying energy of the 1990s club scene. Designed by Eric Giroud, a long-time MB&F collaborator, this timepiece pays tribute to the golden era of vinyl records, underground beats, and raw creative expression.

As much as I appreciated the M.A.D.1’s innovation, I was never truly a fan—it felt top-heavy and leaned too far into a gimmicky aesthetic. But with the M.A.D.2, that all changes. This watch has completely won me over, proving that M.A.D. Editions is evolving into something I could wear.

The Birth of M.A.D. Editions

The journey of M.A.D. Editions began in 2014, when Max Büsser wanted to create a watch that his family and friends could afford—a stark contrast to MB&F’s high-end pieces. After years of development, the idea was shelved in 2018, only to be revived in 2020, when MB&F faced financial challenges due to COVID.

Instead of launching a full-fledged brand, they introduced the M.A.D.1 as a limited edition, available only to MB&F’s Tribe and close supporters. In June 2021, 500 watches were quietly offered via email. Three days later, leaked images sent collectors into a frenzy, leading to a highly anticipated public release.

Chaos and Cult Status

By 2022, demand skyrocketed. MB&F introduced a raffle system, allowing buyers a fair chance to purchase the M.A.D.1. The first raffle attracted 18,000 registrants for 450 watches, while the second saw 22,000 entries. The overwhelming response turned M.A.D. Editions into something more than just a one-time experiment—it was evolving into a true brand.

M.A.D.2: The Evolution Continues

With the M.A.D.2, the design torch is passed to Eric Giroud, who has spent over 20 years shaping MB&F’s unique aesthetic. Giroud’s inspiration? The Lausanne club scene of the 90s, where he was immersed in house music, vinyl culture, and creative energy.

The raised central subdials resemble turntables, while the textured dial mimics vinyl grooves. Surrounding it, a stroboscopic ring inspired by the Technics SL-1200 adds to the DJ-inspired design. The automatic rotor, visible from both sides, spins with every wrist movement—echoing the pulse of the dance floor.

Technical Excellence Meets Playful Design

The 42mm stainless steel case is smooth and pebble-like, a nod to Giroud’s first-ever (unreleased) watch design, which he called “Almond.” The jumping hour complication, developed by MB&F, is seamlessly integrated, allowing hours to “jump” while minutes flow smoothly—a hidden surprise for those who appreciate fine horology.

Two Editions, One Exclusive Experience

Orange Edition

Green Edition

Case: 42mm stainless steel, double AR-coated sapphire crystals, 30m water resistance

Movement: Swiss automatic La Joux-Perret G101, 24 jewels, 28,800 vph, 64-hour power reserve

Dial: Available in orange or green, featuring contrasting black subdials with Super-LumiNova Arabic numerals

Strap: Black or green leather strap with contrast stitching, stainless steel folding buckle

Editions:

Orange Edition – Reserved exclusively for The Tribe and Friends
Green Edition – Not limited, but the first batch will be approximately 2,000 pieces, available via a raffle drawn at the end of March

Price: 2,900 CHF + VAT ($3,300 USD + VAT at the time of writing)

A Watch That Captures a Moment in Time

With a special soundtrack by DJ Mandrax (Stephan Kohler), the M.A.D.2 is a time capsule of a rebellious, creative era. What started as a wild idea has become a cult phenomenon, proving that horology can be as dynamic and unpredictable as music itself.