MB&F’s M.A.D Editions has officially evolved, and the M.A.D.2 by Eric Giroud is proof. What started as a one-off experiment has become something much bigger—a full-fledged brand that merges avant-garde watchmaking with bold design. This time, Maximilian Büsser handed the reins to longtime collaborator Eric Giroud, who took the opportunity to channel his past as a 1990s Lausanne rave scene regular into a timepiece that’s anything but traditional.
The M.A.D.2’s design centers on two key themes: smooth, flowing lines and high-energy club aesthetics. The 42mm steel case features an “almond” shape—soft curves and an ultra-polished finish, giving it a sleek, organic feel. The twin subdials mimic a DJ’s turntable setup, with bidirectional jumping hours on the left and minutes on the right. The dial, available in either orange or green, is textured like a vinyl record, and a moving stroboscopic track around the perimeter adds a hypnotic visual effect.
Beneath the futuristic dial, the M.A.D.2 is powered by the La Joux-Perret G101 movement, which features a custom-developed module for jumping hours and a 64-hour power reserve. The movement’s rotor—visible from both sides—fuels the watch’s mesmerizing strobe light effect.
As always, getting a M.A.D Edition is no easy feat. The orange model is reserved for MB&F’s “Tribe and Friends,” while the green variant is available via a public raffle. With only around 2,000 pieces produced at $3,200 each, expect demand to exceed supply.
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