From Frustration to Phenomenon
Some of the most revolutionary ideas emerge from simple frustrations. For MB&F, it was the realisation that those closest to them—family members and friends—couldn’t afford their typically high-end timepieces. This dilemma sparked a question: could they create something equally creative but more accessible?
The answer arrived in 2021 during the pandemic. MB&F quietly released the M.A.D.1, initially as a limited run of 500 pieces exclusively for suppliers and long-standing clients. No marketing fanfare, no promotional campaigns—just an email thanking them for their loyalty. What happened next surprised everyone: photos leaked on social media, and the watch community erupted in enthusiasm and frustration. Here was an affordable MB&F creation, yet it wasn’t available to the general public.
The accidental brand
The trajectory from exclusive appreciation gift to full-fledged horological phenomenon happened almost by accident. MB&F founder Maximilian Büsser initially insisted that M.A.D.Editions wasn’t a brand but “a one-time thing.” He promised to address the public demand, and by 2022, the first publicly available M.A.D.1 arrived—distributed through a raffle system that continues today.
What followed was remarkable. After the inaugural M.A.D.1 BLUE came multiple iterations: RED, GREEN, a collaboration with Jean-Charles de Castelbajac dubbed ‘Time to Love,’ and the refined M.A.D.1S powered by a Swiss-made calibre. Each release saw thousands eagerly entering the raffles. The acclaim wasn’t merely commercial—the M.A.D.1 RED claimed the Challenge Prize at the 2022 Grand Prix d’Horlogerie de Genève for the best watch under CHF 3,500.
The team soon faced an inevitable conclusion: whether intentional or not, M.A.D.Editions had evolved into a brand. Yet they operate more like a publishing house, with each timepiece bearing the signature of its creator. While Maximilian Büsser’s name graces the caseback of the M.A.D.1, the M.A.D.2 carries the signature of veteran designer Eric Giroud—marking 20 years of creative partnership with Büsser.
Vinyl inspiration meets horological innovation
The M.A.D.2 isn’t merely a successor; it’s a personal statement from Giroud that resonates with his own history. Both Giroud and Büsser hail from Lausanne, but their experiences diverged. While Büsser pursued his horological path, Giroud immersed himself in the vibrant club scene of 1990s Lausanne, particularly at the legendary MAD (Moulin à Danses) and Dolce Vita venues.
This nightlife influence radiates throughout the M.A.D.2’s design. The raised central subdials displaying hours and minutes unmistakably resemble DJ turntables. The central dial beneath them pays homage to vinyl records, complete with grooves and satin finishes that mimic music tracks. Surrounding this vinyl-inspired centrepiece sits a platter that draws inspiration from the stroboscopic band of the iconic Technics SL-1200 Mark 2 turntable, enhanced with Super-LumiNova stop pins.
The genius of the design extends to its functionality. Every movement of the wrist activates the automatic winding rotor, visible from both front and back, creating a mesmerising spinning effect—reminiscent of DJ decks in motion. The visual dynamism reinforces the connection to Giroud’s clubbing days, creating a timepiece that feels perpetually in motion.
Technical mastery in an almond shell
Despite its playful inspiration, the M.A.D.2 showcases serious horological credentials. The 42mm stainless steel and sapphire crystal case has been crafted with an organic, pebble-like silhouette—smooth as an almond and ergonomically comfortable. Small metal markers cleverly indicate the time at the watch’s centre, ensuring practicality doesn’t suffer at the hands of creativity.
The mechanical heart of the timepiece harbours a surprise: a bi-directional jumping hour module developed in-house by the MB&F team. Like its predecessor the M.A.D.1S, the watch is powered by the Swiss-made La Joux-Perret G101 calibre. This reliable movement beats at 4Hz and provides a generous 64-hour power reserve—ensuring the party doesn’t stop prematurely.
Bridging worlds
What makes the M.A.D.2 particularly remarkable is how it bridges seemingly disparate worlds: the exclusivity of high-end horology and the democratic spirit of club culture; the precision of Swiss watchmaking and the spontaneity of DJing; the tradition of mechanical timepieces and the contemporary energy of electronic music.
The collaborative spirit extends beyond the watch itself. For the launch, Stephan Kohler—who mixed as ‘Mandrax’ in the 90s and later gained fame as part of the duo Shakedown—created a pulsating track for the promotional video. This musical accompaniment reinforces the timepiece’s nightclub DNA and creates a multi-sensory brand experience.
The democratisation of horological creativity
The M.A.D.2 represents something larger than a single timepiece—it stands for the democratisation of horological creativity. While MB&F’s main collections remain firmly in the high-end luxury segment, M.A.D.Editions provides an entry point to their creative universe without compromising on originality or craftsmanship.
This strategy addresses a persistent challenge in the watch industry: how to make genuinely interesting mechanical watches accessible to enthusiasts who aren’t ultra-wealthy. While many brands simply offer watered-down versions of their flagship models, MB&F has taken a different approach, creating something entirely unique that maintains the brand’s DNA while hitting a more attainable price point.
The future beats
The evolution from the M.A.D.1 to the M.A.D.2 suggests a promising future for this accidental brand. By operating as a publishing house rather than a conventional watch manufacturer, M.A.D.Editions has created space for diverse creative voices within the watchmaking world.
With Eric Giroud’s signature on the M.A.D.2, one wonders which creative mind might helm the next chapter. This model provides opportunities for other designers, artists, and craftspeople to express their vision through the medium of horology—all while maintaining the accessibility that made the original M.A.D.1 such a phenomenon.
The M.A.D.2 doesn’t merely tell time; it tells a story—of nightclubs and turntables, of creative partnerships and democratic luxury. Like the best DJs, it samples from various influences to create something entirely fresh. And like the most memorable club nights, it leaves you eagerly anticipating what might come next.