If the M.A.D.1 broke the rules, the M.A.D.2 spins a different story. In case you missed the beginning, M.A.D.Editions were born from frustration: MB&F’s own families and close friends could not afford an MB&F watch. How could they propose something just as creative, but at an accessible price? In 2021 —amid COVID—they decided to release the result of that frustration, in the form of a one-off drop. A batch of just 500 pieces, reserved for their suppliers —“the Friends”— and their clients who had supported the brand from the beginning, “The Tribe”. The M.A.D.1 was sent out as a simple email. No flashy campaign, no social media posts, just a message thanking them for their trust and loyalty.

After the initial M.A.D.1 Blue, four iterations followed: Red, Green, the ‘Time to Love’ collaboration with Jean-Charles de Castelbajac, and the M.A.D.1S—slimmer, sleeker, powered by a Swiss-made caliber—with thousands of fans registering for each of the raffles. Along the way, the M.A.D.1 Red was awarded the Challenge Prize at the Grand Prix d’Horlogerie de Genève in 2022, for the best watch under CHF 3,500. Suddenly, the team had a revelation: whether we liked it or not, M.A.D.Editions was slowly evolving into a brand.

Born from the mind of Eric Giroud—designer, rebel, and longtime MB&F Friend—this timepiece is a love letter to the wild, electrifying spirit of 1990s club culture; it’s the second act in a saga that started with an unexpected hit. Think pulsing basslines, vinyl grooves, and nights that blurred into mornings at Lausanne’s legendary MAD club. Smooth like an almond, bold like a second album, unapologetically M.A.D.2 is presented in two editions: an Orange reserved for The Tribe and Friends and a Green for the raffle.

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 records, with grooves and satin finishes mimicking music tracks.

Surrounding it is the platter, inspired by the stroboscopic band of the legendary Technics SL-1200 Mark 2 turntable, complete with SuperLumiNova stop pins. Every flick of the wrist sets the platter spinning; the automatic winding rotor is visible from both the front and the back.

The M.A.D.2’s 42 mm stainless steel and sapphire crystal case is like a rounded pebble, with the small metal markers conveniently indicating the time at the very center of the watch. And there’s a horological surprise: the bi-directional jumping hour module developed by the MB&F team.

Like the M.A.D.1S, the new M.A.D.2. is powered by the Swiss-made La Joux-Perret G101 calibre, beating at 4Hz and offering 64 hours of power reserve. Once you flip over a M.A.D.1, you see the name Maximilian Büsser engraved on the case back. This second chapter, M.A.D.2, is signed by the famous designer Eric Giroud who’s been designing MB&F pieces for 20 years.