MB&F Launch M.A.D.2 by Eric Giroud Inspired by 1990s Rave Scene

The idea for M.A.D Editions first emerged in 2014 as a concept for MB&F to create an accessible sister brand, but that fell through due to projected operating costs. Then, in 2020 when the pandemic meant that running even one brand was incredibly difficult, they decided to give that original accessible concept a try though not as a brand, as a standalone one-off edition. It was an instant hit. After several editions and variations of the original M.A.D.1 they realised that, wait a minute, we have created a brand after all, just without all the extra hassle of actually being a separate brand. And if M.A.D is a brand then the M.A.D.1 needs to be followed by the M.A.D.2, which is what they have released today.

One of the defining features of the original M.A.D.1 is that it was the brainchild and passion project of Maximillian Büsser. As such, in order to create a satisfying follow up with the same level of passion involved, Max decided to give (more or less) free rein over the M.A.D.2 to long time MB&F collaborator and designer Eric Giroud, which is why you’ll sometimes see the watch called the M.A.D.2 by Eric Giroud. Giroud has then used this opportunity to finally bring some of his earliest design concepts to life that have never made it into production before.

The first of those Giroud concepts, which defines the case, is called almond. It refers to the extremely smooth finish of the 42mm diameter steel case and the gently curving arc of the round bezel, like an almond. It also finds itself expressed through the almond shaped indicators on the twin subdials in the centre of the display, which mark the bidirectional jumping hours on the left and minutes on the right. Though those subdials are also connected to Giroud’s second concept.

When you think about watch designers you probably picture fairly reserved individuals who spend most of their time alone in labs pouring over mechanisms. However, that is not Giroud’s story. In the 1990s he was at the forefront of the Lausanne rave scene, regularly found at the club Moulin à Danses, aka MAD. That translates to the M.A.D.2 via the fact that those central subdials represent a DJ’s deck. Below them, the main disk of the dial (available in orange or green) is snailed with additional circular brushing to give it the impression of a vinyl record. Lastly, around the perimeter of the display is a lower track with bright dots on it that move creating a strobe light effect.

The movement of that stroboscopic platter, as MB&F describe it, is actually the automatic rotor that’s visible from both the front and rear of the watch. The movement that it’s attached to is the La Joux-Perret G101, the same movement that powers the M.A.D.1, with the exception that MB&F have developed a special module for it in order to add jumping hours. It has a 64-hour power reserve.

Now, as for availability, the M.A.D Editions have always been available via one of two methods. Either you get a direct invitation to buy the watch by being a member of the MB&F ‘Tribe and Friends’ or get your chance through an allocation raffle open to the public. For the M.A.D.2, the orange edition is exclusive to the Tribe and Friends and the green version is being raffled. Both versions have a price of CHF 2,900 excl. VAT (approx. £2,540). At time of writing exact numbers are unknown, but it’ll be approximately 2,000 pieces. That’s a solid number, but between the story of Giroud’s raving past and the fact that the watch is simply very cool, I imagine the number of people entering the raffle will still exceed production by a wide, wide margin.

More details at MB&F.

​Oracle Time 

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