M.A.D. models have an interesting charm that captures the designer’s personality. The latest release is the brainchild of Eric Giroud, a talented designer behind some of the most popular MB&F watches, such as the LM Sequential Evo, HM11 Architect, and LM Split Escapement Evo.
M.A.D. Editions is a fairly new brand that was established in 2020 by Eric Giroud and Maximilian Büsser. It gained much traction in the past few years due to the M.A.D 1 watch.
Eric has a unique architectural style that plays with geometrical curves, shapes, and lines. While his signature is architectural shapes, he’s dipped his toes into a new style with the M.A.D.2 model.
“At the very beginning of M.A.D 2, we experimented with a project that was more related to architecture, solids, and voids. We then realized that it wasn’t the right way to go, so we switched to a music-related approach,” said Eric Giroud.
The design captures an interesting musical era from the ’80s: red lights, vinyl records, and vinyl grooves. Eric shares the nightlife experiences he had in Lausanne, Switzerland, via the dial.
He also added, “The connection with the vinyl record, as you can see, there’s a part under the dials with small grooves reminiscent of the vinyl record. The hour and minute hands become turntables, without forgetting the idea of the rotor, where there’s this animation in M.A.D. The rotor underneath rotates, and the small dots reflect on the inside of the watch reminds us of a famous DJ turntable which had the same stroboscopic effect.”
At the heart of the watch is an MB&F movement, popularly known as the La Joux-Perret caliber G101, which keeps the watch running for 64 hours.
M.A.D Editions has a raffle system that selects random applicants. Since M.A.D. Editions focuses on affordable watches, and the new M.A.D 2 has a reasonable price tag—$3,300.
