Introducing M.A.D. Editions Enters a New Phase with Eric Giroud

Maximilian Büsser says logic dictates that if there's a 1, there should be a 2. But here's the twist: flip over a M.A.D.1, and you'll see the name Maximilian Büsser engraved on the caseback. It was born from his vision. M.A.D.2? That will be someone else's creation. A new chapter. A different story, a new edition.

And for this new edition, a well-known figure in MB&F, legendary designer Eric Giroud: 20 years of designing MB&F pieces. 20 years of creative partnership with Max. For the 20th anniversary of MB&F,

M.A.D.Editions M.A.D.2 by Eric Giroud introduces a new design inspired by a DJ’s turntable. The M.A.D.2 debuts in two variants: the orange version is available exclusively to MB&F owners, known as "The Tribe," as well as "Friends," associates, and partners of the brand. The green version will be available to the public and sold via an online raffle, following the same process as earlier M.A.D. Editions.

First launched in 2021, the original M.A.D.1 was followed by two additional editions, the red and the green. Then came the M.A.D.1 "Time to Love" with Jean-Charles de Castelbajac, and finally, the M.A.D.1S, slimmer, sleeker, and the first powered by a Swiss-made movement, the same movement used in the entirely new M.A.D.2.

The 42 mm steel case of the M.A.D.2 features rounded surfaces and edges, resembling a smooth pebble. According to MB&F, its design was inspired by a 1990s concept by Eric Giroud that never made it to production. He called it "Almond." A significant difference is its reduced thickness: at 12.3 mm, it is notably thinner than the M.A.D.1S, which measured 15 mm, despite both using the same movement.

The dial is inspired by the turntables of a DJ mixing console. The base of the dial comes in two colors, green and orange. The M.A.D.2 follows a regulator-style layout, with jumping hours and trailing minutes displayed on separate subdials. The hours are positioned on the right counter, while the minutes are on the left, each indicated by a pointer shaped like a guitar pick or an almond.

The hours operate on a jumping mechanism, advancing the hour disc by one step at the start of each hour. In contrast, the minutes function on a dragging system, continuously rotating. Notably, the jump-hour feature can be adjusted both forward and backward, a rare capability. Most traditional jump-hour mechanisms, typically found in larger and more intricate digital-style displays, only allow forward adjustment.

Like its predecessors, the M.A.D.2 features a rotor integrated into the design. Significantly widened compared to the base movement, the rotor is prominently visible from the dial. Adorned with Super-LumiNova dots, it creates a striking spinning illumination effect in the dark.

The M.A.D.2 by Eric Giroud is powered by the Swiss-made La Joux-Perret G101 movement, also found in the M.A.D.1S. This automatic movement beats at a 4Hz frequency and offers a 64-hour power reserve. It is topped by a module developed by MB&F, featuring bi-directional jumping hours and trailing minutes.

Both editions come with a leather strap and a stainless steel folding buckle. The M.A.D.2 by Eric Giroud with a green dial will be available through a raffle that begins on April 1st at 2:00 PM (Swiss time) and will remain open for one full week. The watch is priced at CHF 2,900, approximately equivalent to 12,045 AED.

Meanwhile, the orange edition of the M.A.D.2 by Eric Giroud is not available to the public via the raffle and is reserved exclusively for "The Tribe" and "Friends."

For more information, visit MB&F official website.