M.A.D. Editions’ M.A.D. 2 watch combines music culture and Swiss functionality with exclusive design

No other watchmaker loves to surprise us as much with out-of-the-box horological marvels as MB&F. But all its complexity-driven models with top-notch finishes have an elite appeal that not everyone can afford. Let alone the wannabe collectors and watch aficionados like you and me; even friends and family members of MB&F founder Maximilian Büsser cannot lay hands on the exclusive Horological or the Legacy Machines. At least none could until Büsser eventually addressed the predicament with the introduction of M.A.D.1 in June 2021.

It was of course not an MB&F timepiece, but it was still a precisely created horological marvel. It was developed under the brand name M.A.D.Editions and was priced in a much more affordable range. Continuing with the MB&F’s approach to accessible M.A.D.Editions timepieces, M.A.D.2  is born with a price tag that hovers around the manageable $3,000.

Designer: MB&F

The musical design

A nod to the affordable universe of exclusive timepieces and the electrifying spirit of 1990s club culture, the M.A.D.2 features a pair of raised subdials displaying jumping hours and trailing minutes. These look like the turntable from a DJ console based on a vinyl-like base disk with reminiscent grooves that reinforce the watch’s connection to music. Further, the little metal markers shaped like guitar picks indicate the jumping hour and trailing minutes and present a fitting nuance on the dial.

This overpowering influence on the watch is brought forth by its creator and designer Eric Giroud, whose name it bears on the caseback. MB&F Founder Maximilian Büsser’s name was engraved on the caseback of the M.A.D.1 and the M.A.D.2 is all about Giroud, the ace watch designer who completes his 20 years of a creative partnership with Maximilian designing MB&F watches.

His time in the 90s was spent on the dancefloors of Lausanne’s legendary clubs watching vinyl spinning on the famous Technics SL-1200 Mark 2, which forms the basis of the design of the M.A.D.2. It is a watch with carefully curated color schemes and the creator’s influence that reflects in its design throughout including behind the sapphire crystal treated with anti-reflective coating on both faces.

A distinctive sales approach

The M.A.D.2’s 42mm stainless steel case is round, has a similarly shaped crown etched with the logo, and measures 12.3mm high. Lug-to-lug it measures 48.5mm and comes paired with a dial-matching leather strap. Like its predecessor, the M.A.D.2 is also powered by Swiss-made Manufacture La Joux-Perret calibre G101, an automatic movement that offers the watch a 64-hour power reserve. Exclusivity remains the main objective of the M.A.D.Editions that provide M.A.D.2 in two distinct color options: Vibrant Green and Exclusive Orange. The former is available for the general public, while the latter is reserved for the MB&F’s clients and family.

The M.A.D. 1 was offered to the public through a raffle system that provided the fortunate winners the right to purchase the watch. The M.A.D.2 is being released through the same lottery system to ensure its limited examples reach the real fans. The 30m water-resistant watch is priced exclusively at $3,275.

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