The M.A.D.2 by Eric Giroud
A Watch Inspired by ’90s Club Culture and the Legacy of M.A.D.Editions
The M.A.D.1 was never meant to be a brand, yet here we are with M.A.D.2, the next evolution of M.A.D.Editions. This time, the design vision belongs to Eric Giroud, the legendary watch designer and longtime collaborator with Maximilian Büsser. With a design philosophy rooted in the pulsing energy of 1990s club culture, the M.A.D.2 is unlike anything else in horology.
From Underground Concept to Collectible Phenomenon
When MB&F first introduced the M.A.D.1, it was a quiet experiment—offered only to close friends and longtime supporters of the brand. But when images leaked online, the response was overwhelming. 18,000 people registered for the first raffle. The M.A.D.1 was no longer an experiment; it was a phenomenon.
Fast forward to 2025, and now we have M.A.D.2, the highly anticipated successor. This time, the creative lead is Eric Giroud, a designer who lived through the Lausanne club scene of the ’90s, where house music and creativity merged to create something electric. That energy has been distilled into the M.A.D.2, making it as much a cultural artifact as it is a timepiece.
Design that Moves – A Tribute to Vinyl and Turntables
Raised Central Subdials – A visual reference to DJ mixing consoles, displaying the hours and minutes.
Vinyl-Textured Dial – Mimicking the grooves and satin finishes of classic records.
Spinning Platter Rotor – The stroboscopic band design inspired by the Technics SL-1200 turntable.
Jumping Hour Complication – A bi-directional jumping hour display, subtly integrated into the design.
With every flick of the wrist, the platter spins, echoing the movement of a DJ’s turntable. This watch isn’t just about telling time—it’s about rhythm, movement, and energy.
The Evolution of M.A.D.Editions
The original M.A.D.1 Blue was reserved for MB&F’s closest supporters.
Due to overwhelming demand, the first public model (M.A.D.1 Red) was released via raffle, attracting 22,000 entries.
The M.A.D.1 Green followed, further solidifying M.A.D.Editions as a serious player in the independent watch space.
Now, M.A.D.2 marks a new chapter, led by a different visionary—Eric Giroud.
Technical Excellence, Swiss Craftsmanship
42mm Stainless Steel Case – A sleek, almond-shaped design, inspired by Giroud’s early watchmaking sketches.
La Joux-Perret Automatic Movement – The same base caliber as the M.A.D.1S, now enhanced with a jumping hour module.
Super-LumiNova Details – Stop pins on the platter glow under low light, evoking the club ambiance that inspired the watch.
Limited-Edition Colorways – Orange for the MB&F Tribe & Friends, Green available via raffle.
A Timepiece with a Soundtrack
Adding to its unique identity, DJ Mandrax (Stephan Kohler), a legendary figure in the Lausanne electronic scene, created a custom track for the launch of M.A.D.2. This watch doesn’t just tell time—it tells a story, one that plays out in beats and basslines.
How to Get One?
Following the tradition of M.A.D.Editions, M.A.D.2 will not be available at retailers. Instead, the watches will be distributed through:
A private allocation for MB&F’s Tribe & Friends (Orange edition)
A raffle system for the public (Green edition)
The M.A.D.2 is not just a sequel—it’s a completely new movement in watchmaking, merging design, music, and culture into a single, wearable statement.
Would you wear this club-inspired masterpiece? Reply and let us know.