News 
Designer Eric Giroud has been designing the brand’s timepieces for 20 years. His career is not at all about traditional Swiss design. When others were dragging their feet in austere offices, Eric was having fun on the dance floors, in the atmosphere of 1990s clubs. The nights spent in the legendary MAD and Dolce Vita in Lausanne, surrounded by creatives, musicians, actors and artists, influenced his aesthetic approach.
The 1990s were electric and change was in the air, especially in music. It was this world that inspired the M.A.D.2, a watch from a bygone era, marked by techno and raves. The raised central hours and minutes subdials recall the turntables of a DJ mixing consoles. The main dial on which they turn honours the texture of vinyl, with grooves and a satin finish mimicking music tracks. Surrounding it is the platter, inspired by the stroboscopic band of the Technics SL-1200, complete with Super-LumiNova stop pins. Visible from both front and back and spinning with each flick of the wrist, the platter is in fact is the automatic winding rotor.
The steel case of the M.A.D.2 resembles a rounded pebble. Eric Giroud recalled the first timepiece he had designed in the 1990s, a watch that never saw the light of day. He had named it Almond. Traces of it can be found in the M.A.D.2: the smoothness of the shape, how it feels in the hand, the almond-like curves and even the logo on the crown. There’s also a horological surprise in the centre of the watch: bidirectional jumping hours and trailing minutes, indicated by small metal markers.
The 42mm-diameter M.A.D.2 plays on the unexpected playful approach of M.A.D.Editions without overdoing it. It houses a La Joux-Perret movement, enriched with a jumping-hour module custom-developed by MB&F, crafted and assembled in Switzerland.
Two models are presented: an orange edition for the Tribe and Friends, along with a green one for the public prize draw.
April 10, 2025