Closer Look: MB&F’s M.A.D.2 By Eric Giroud, Is It Worthy?

(Portions of this article by Roberta Naas first appeared in Forbes.com)

Maximilian Büsser, the visionary behind MB&F, is once again shaking up the watch world – now with the release of the M.A.D.2. The follow-up to the wildly popular M.A.D.1 editions for friends and family and via raffle only, this new M.A.D. 2 — again only for those lucky enough to win the raffle – brings an all-new look to the M.A.D. Editions, thanks to the collaboration with renowned Swiss watch designer Eric Giroud.

Giroud, a longtime collaborator with the brand, and one of the most respected names in contemporary watch design, consistently pushes the boundaries of traditional aesthetics. Now, as MB&F celebrates 20 years of watchmaking, and Giroud celebrates 20 years of creative alliances with the brand, the two come together once again – this time with a design that is entirely Giroud’s.

For M.A.D.2, Giroud drew inspiration from the vibrant club culture of 1990s Lausanne, where pulsing house beats and spinning vinyl records defined an era. He enjoyed spending nights with musicians, actors and artists at clubs like Mouiln a Danses (MAD) and Dolce Vita in Lausanne. It is that spirit that he brings to M.A.D. 2. Still retaining the playful, rebellious connotations of the first M.A.D. Editions, the new M.A.D. 2 has another spirit.

The most striking design element is the raised central subdials for hours and minutes, which resemble DJ turntables. The surrounding “platter” is textured like a vinyl record, with grooves and a luminous stroboscopic effect inspired by the iconic Technics SL-1200 turntable. In a nod to mechanical artistry, the stroboscopic platter doubles as the automatic rotor, visible from both sides of the watch.

One of the biggest technical upgrades is the inclusion of a bi-directional jumping hour and trailing minutes module that was developed in-house by MB&F for thee La Joux-Perret  caliber G101movement. Housed in a 42mm stainless steel case with smooth, organic curves, the design subtly references one of Giroud’s early, unrealized concepts—an “Almond” watch from the 1990s that boasted subtle curves just like this one does.

Two versions of the M.A.D.2 exist: a vibrant Orange edition, reserved exclusively for MB&F’s inner circle, and a deep Green edition, which will be available through a public raffle. While the orange variant is strictly for Büsser’s “Friends” and “Tribe,” the green model offers a rare opportunity for collectors to own a piece of M.A.D. history.

And if the past is any indication, demand will far exceed supply. For those who miss out, the only consolation may be watching launch video that accompanies the debut of the watch. Created by Giroud’s friend, DJ Mandrax (Stephan Kohler), the special music production also pays tribute to the club scene of the 1990’s.

So, is the new M.A.D.2 Edition by Eric Giroud worthy of being a MAD watch? Absolutely. While it is totally different from its predecessors, it has so many iconic yet nicely re-thought signatures that it will have watch lovers clamoring for the raffle. Easily the most endearing is the spinning nature of the dial — a M.A.D. marquee.

Entries for the raffle will open at the very end of March and will stay open for an entire week. (As of press time, the raffle page says it opens on April 1 at 2:oo pm Swiss time.) Once the raffle closes, the winners are drawn and will be notified in the ensuing days.

The First MB&F  M.A.D. Edition Watches

Büsser originally conceived the M.A.D.1 series as a way to share his creative vision with family, friends, and supporters of MB&F. Unlike his haute horology timepieces, which typically start at six figures, the M.A.D.1 was priced at an attainable 2,900 CHF but was only available via raffle. Demand was instant and overwhelming, with tens of thousands of hopefuls registering for a chance to buy one.

When MB&F’s Max Büsser launched the first MAD 1 in 2021, he did something almost unthinkable in the world of independent watchmaking: he created a timepiece that was not only wildly unconventional but also surprisingly accessible. Designed under the separate MAD Editions label, the MAD 1 was a bold, joyful statement—a watch that took MB&F’s signature boundary-pushing creativity and translated it into something playful, vibrant, and relatively affordable. Unlike MB&F’s six-figure Horological Machines, the MAD 1 was priced within reach of more collectors, but it didn’t compromise on spectacle. Its inverted movement, lateral time display, and free-spinning rotor gave it a kinetic energy rarely seen at this price point.

The first edition, with its electric blue accents, was offered exclusively to MB&F’s “Friends & Tribe” (a close-knit group of collaborators and supporters), making it an instant collector’s item. Due to overwhelming demand, a second version in red followed, this time offered through a raffle that opened the door to a wider audience.

Over the next few years, additional colors were introduced, including red and green, each unveiled in limited quantities and raffled separately, allowing more enthusiasts to experience the sheer delight of a M.A.D. watch on their wrists. Not many more, though. In each case just 450 pieces were made. Even of the later versions, like the Time to Love collaboration with Jean-Charles de Castelbajac, and finally the M.A.D.1S—slimmer, sleeker, powered by a Swiss-made caliber. Time after time, thousands upon thousands of eager fans registered for the raffles in hopes of being able to purchase the latest version.

In short, the M.A.D. Editions became a phenomenon. They aren’t just watches; they are an event—each new release igniting a frenzy among collectors eager to own one.