In the rarified world of haute horlogerie, where six-figure price tags are as common as Swiss precision, the emergence of the M.A.D.Editions by MB&F represented something unprecedented, what we can call a genuine democratization of avant-garde watchmaking without compromise. What began as a gesture of gratitude has evolved into a masterclass in how to translate complex horological concepts into accessible luxury for watch lovers. Today, we examine both chapters of this remarkable saga—the groundbreaking M.A.D.1 and its vinyl-inspired successor, the latest released M.A.D.2.
The Genesis: When Friends Become Family and the M.A.D.1 was Born
The story behind M.A.D.Editions reads like a modern horological fairy tale, born from the most human of concerns: how do you share your passion with those you care about when that passion comes with a mortgage-sized price tag? Maximilian Büsser's frustration that MB&F's own families and close friends could not afford an MB&F watch led to a question that would reshape the landscape of accessible luxury: how could they propose something just as creative, but at an accessible price?
The answer came in 2021, amid the uncertainty of a global pandemic, in the form of a simple email to "The Friends"—the suppliers—and "The Tribe"—long-time clients. No flashy campaigns, no social media blitz—just a message thanking them for their trust and loyalty, accompanied by an opportunity to purchase something extraordinary for CHF 2,900. The M.A.D.1 offered something priceless: a genuine MB&F experience at a fraction of the cost.
The genius of the M.A.D.1 lay in its audacious reimagining of fundamental watchmaking principles. Much like on so-called ‘driver's watches’, the time is displayed in the side profile of the case, specifically between the lower two lugs. This wasn't merely a design flourish—it was a complete reconceptualization of how we interact with time itself.
The movement choice was relatively controversial yet brilliant. While purists questioned the use of a modified Miyota 821A caliber, the reason that the Miyota was chosen originally—besides cost—was its free-spinning rotor. At the time, the brand couldn't find a Swiss movement with this characteristic. This free-spinning rotor became the watch's party piece—the visible blades that spin wildly with any flick of the wrist.
The series evolved through multiple iterations: Red, Green, the Jean-Charles de Castelbajac collaboration, and finally the M.A.D.1S. Each iteration refined the concept, with the M.A.D.1S addressing practical concerns through a slimmer profile and Swiss-made La Joux-Perret G101 calibre.
Chapter Two: The M.A.D.2—A New Voice, A Different Story
If the M.A.D.1 was Maximilian Büsser's love letter to accessible innovation, the M.A.D.2 represents something entirely different: the first time M.A.D.Editions has stepped beyond its founder's shadow. The M.A.D.2 isn't Busser’s vision and is someone else's creation. A new chapter, a different story. A watch that isn't, as we've heard on several occasions—by people who know very little about horology—, an ‘MB&F wannabe’.
Eric Giroud brings twenty years of MB&F collaboration and a design philosophy shaped by an unlikely source: 1990s club culture. During the 1990s, Eric was tearing it up on dancefloors at Lausanne's legendary clubs. Think pulsing basslines, vinyl grooves, and nights that blurred into mornings. This isn't typical Swiss design heritage—it's something far more visceral and immediate.
Nights at the legendary MAD—Moulin à Danses— and Dolce Vita clubs in Lausanne, surrounded by creatives, musicians, actors, and artists, shaped his aesthetic. The result is a stainless steel 42 mm watch that pulses with a different energy entirely. The M.A.D.2 is presented in two editions: an Orange reserved for The Tribe and Friends and a Green for the raffle. The dial is made of two discs resembling turntables, with a scattering of numbers and two droplet-shaped—or guitar picks, if you see it—pointing to the hour and minute. Underneath these two floating discs is the larger main dial plate, embossed with grooves to resemble a vinyl record.
This isn't merely aesthetic inspiration—it's functional storytelling. The space between the case and dial exposes the full-size self-winding rotor, which, from the front, looks like a peripheral rotor. Its edge is full of holes, some open, others filled with SuperLumiNova to mimic the stroboscopic band of the Technics SL-1200 turntable. The color of the dials in person is much nicer than in stock images, and the hue of orange on the orange dial model is more like a coppery color.
While the M.A.D.2 appears more conventional than its predecessor, it harbors significant technical advancements. What's new to this watch and offers quite a bit more watchmaking value for the price point is that these two discs are not just hand replacements but rather part of a jumping hour and dragging minutes complication. This jumping hour module, developed by MB&F, represents genuine horological value. At this price point, one rarely expects such a relatively exotic complication.
The M.A.D.Editions M.A.D.2. are delivered on pistachio and grey leather straps that not only look great but are also very high-end. The straps secure the watches via a double folding clasp, also in stainless steel with the same engraving that appears on the crown. The pebble-shaped case is extremely well finished and very high-end looking.
The Movement
Both watches now share the Swiss-made La Joux-Perret G101 calibre, operating at 4Hz with 64 hours of power reserve. This represents a significant upgrade from the original M.A.D.1's Miyota movement, though both serve their respective designs admirably. On the back, the oscillating weight spins freely around with a peripheral design and the inscription “IT’S A MAD WORLD.”
On the Wrist & Price
On the wrist, the M.A.D.2 watch wears beautifully. It is 42 mm wide but actually looks and wears maybe a hair under that, thanks to the peripheral-looking rotor from the front. It measures 12.3 mm thick, but it looks much less than that. This represents a significant evolution from the M.A.D.1's more challenging ergonomics. Additionally, the M.A.D.2 feels and looks like a much higher-end watch that could be priced in the USD 10-15,000 range.
The raffle system, while frustrating for many, ensures fairness and prevents speculation. 18,000 people registered for the first raffle for just 450 available pieces. The second raffle got 22,000 entries. This isn't just demand—it's a cultural phenomenon.
The M.A.D.2 represents maturation and broader appeal. It was finally, after countless versions of the first model, the perfect creation from this spinoff brand that loved the playful watchmaking of the first but thought that the M.A.D.1 was waaaaay too out there. If you appreciate innovative design but prefer conventional functionality with your daily timepiece, the M.A.D.2 brings exceptional value in the luxury watch market and stands as a testament to what's possible when creativity meets accessibility. In a world of increasingly homogenous luxury offerings, M.A.D.Editions reminds us why we fell in love with horology in the first place—the magic of mechanical poetry on the wrist.
Sticker Price CHF 2,900 Swiss Francs—approximately USD 3,625. For more info on MB&F and the M.A.D. Gallery click here.
