MB&F Launches M.A.D.2 Watch, Announces Upcoming Raffle

The elusive M.A.D. Edition series of watches began as a way to say thank you to friends and family of MB&F, and have quickly taken on a life of their own within the enthusiast and collector community. The M.A.D. 1 and its variety of configurations (most recently the M.A.D. 1S) have become a symbol of the in-crowd, especially the early variations, with each evolution quickly selling out in raffle-style releases. This week, we’re getting our first look at the next chapter of M.A.D. Edition watches with the M.A.D. 2, by the legendary designer, Eric Giroud. The watch is a major departure from the M.A.D. 1, taking an entirely new (and more wrist-friendly) form, all while still managing to retain the ever-important "wow" factor we’ve come to expect from the minds behind MB&F and the M.A.D Gallery. 

The original M.A.D. 1 featured a movement mounted upside down with the time displayed via columns along the case wall, resulting in a somewhat disorienting experience that was nonetheless unforgettable and unique. The 1S trimmed that structure down to a more wearable version, but one that still relegated any practicality to secondary status. The M.A.D. 2 changes that, and brings a more traditional structure to bear, with a 42mm steel case measuring 12.3mm in thickness, making for a relatively flat on-wrist experience. More importantly, the time can be read from the dial, where you’d expect to find it. That doesn’t mean it’s presented in a traditional manner, but it is there for the finding. 

The focal point of the M.A.D. 2 are two raised subdials set within a seemingly floating disk. Two almond-shaped pointers sit stationary while the subdials rotate around them, the minutes passing on the right; the jumping hours on the left. The inspiration here is a set of turntables, with a vinyl record playing underneath them. When I look at the M.A.D. 2 there are two timepieces that immediately come to mind: Nicolas Rieussec’s Inking chronograph design, and the d.m.h jump hour by the Dutch watchmaker Fred Dingemans. I say that as a very good thing, as I think both watches are hugely innovative and original. The M.A.D. 2 takes the concept a step further by isolating these elements to greater effect. 

The time is presented cleanly and intentionally with the M.A.D. 2, in a beautiful design from the pen of Eric Giroud. Giroud is a veteran designer of the watch industry, and no stranger to working with the folks at MB&F, having long been one of the Friends (the "F" of MB&F) of the brand. His work can be seen throughout the MB&F catalog, as well as other brands, from Louis Erard to Vacheron Constantin. Giroud is as prolific as he is humble, and I’m happy to see his name front and center with the release of the M.A.D. 2. 

As clean as the M.A.D. 2 is at a glance, there’s plenty more to discover and appreciate with a closer look. The central portion of the dial appears to be floating, held in place by bridges on either side. This creates a gap between the edge of the case and dial itself, through which you can see the oscillating weight spinning, a signature feature of the M.A.D. 1, only here it is meant to mimic the stroboscopic effect of a vinyl record spinning on a Technics SL- 1200. Contrasting dots line the outer edge of the weight to heighten the effect. 

Inside you’ll find a Swiss-made La Joux-Perret Caliber G101 that’s been modified by MB&F to meet the demands of this peculiar design. It sits within a soft case design that appears to be far more user-friendly than the somewhat brutal M.A.D. 1. This is the most conventional element of the watch, but it’s a welcome one. 

The M.A.D. 2 will be offered in two colors at launch: an orange for Tribe members (MB&F owners) and friends; and green for a raffle which will open to the public later in March: you can sign up for notifications here . The price of both is set at CHF 2,900.