M.A.D 2 By Eric Giroud : Drop The Bass, Jump The Hour!
4 min read
The world of independent watchmaking thrives on creativity, pushing the boundaries of traditional horology. One such innovator is Eric Giroud, a celebrated watch designer whose artistic vision has shaped some of the most unconventional timepieces in the industry. With M.A.D 2, the second chapter of the M.A.D Edition series by MB&F, Giroud channels his deep-rooted passion for music and design, crafting a watch that speaks to both watch collectors and music lovers alike.
Eric Giroud: The Mastermind Behind M.A.D 2
Eric Giroud is not just a designer, he is a storyteller who weaves narratives through his timepieces. Born and raised in Lausanne, near Geneva, Giroud developed an early fascination with architecture and industrial design. His career path, however, took him into the intricate world of watchmaking, where he has collaborated with some of the most esteemed independent watchmakers, including MB&F, Harry Winston, and Vacheron Constantin.
Giroud's approach to watch design is deeply rooted in artistic inspiration. He often draws from diverse sources, ranging from art and music to science fiction and nature. This eclectic perspective has made him a favorite among independent brands looking to push the boundaries of conventional watchmaking. His latest creation, M.A.D 2, is no exception—seamlessly blending the nostalgia of the ‘90s club scene with contemporary horological innovation.
The Evolution from M.A.D 1 to M.A.D 2
Before diving into M.A.D 2, it is essential to understand its predecessor, the M.A.D 1. Launched as an experimental project under the M.A.D Editions brand—an initiative by MB&F founder Maximilian Büsser—M.A.D 1 broke the mold of traditional timepieces. It featured a lateral time display with revolving hour and minute discs, a playful yet intricate design that stood out in the world of independent horology.
M.A.D 1 was not merely a watch; it was a statement. With a striking blue and silver color scheme, a domed sapphire crystal, and a unique rotor visible on the front, it appealed to both watch collectors and enthusiasts seeking something out of the ordinary. The watch was made accessible via a raffle system, ensuring that true fans of the craft had the opportunity to own one. Its success paved the way for M.A.D 2, which takes the experimental journey a step further.
M.A.D 2: A Tribute to Music and Design
M.A.D 2 builds on the foundations of its predecessor while introducing fresh design elements inspired by Giroud’s past. Growing up, Lausanne’s club scene was a vibrant part of Giroud’s world, with the iconic MAD Club playing a significant role in his cultural experiences. This influence is evident in the aesthetics of M.A.D 2, where elements of DJ turntables come to life on the wrist.
At the heart of the watch, two discs control the time display—one for the jumping hours and the other for the minutes—echoing the dual-platter setup of a DJ’s turntable. The center of the dial features a green plate resembling a vinyl record, surrounded by subtle strokes that mimic the patterns found on classic turntables. The result is a timepiece that is not only visually striking but also deeply nostalgic for those who appreciate the golden era of electronic music.
Flipping the watch over reveals the beating heart of M.A.D 2: the La-Joux Perret movement. Known for its reliability and precision, this movement ensures that M.A.D 2 is not just a design experiment but a serious piece of Swiss watchmaking. The meticulous craftsmanship behind the movement reflects MB&F’s commitment to quality, even in its more playful, accessible timepieces.
Availability and Exclusive Editions
Like its predecessor, M.A.D 2 will be available through a raffle system, giving enthusiasts a fair chance to purchase this limited-edition piece. Adding to its exclusivity, a special orange edition has been reserved for the MB&F Tribe—a dedicated community of collectors and supporters of the brand. Priced at 2,900 CHF before taxes, M.A.D 2 remains an affordable entry into the world of independent watchmaking while retaining the high standards of innovation and craftsmanship that define MB&F and its creative ventures.
M.A.D 2 is more than just a watch—it is a bridge between two worlds: horology and music. By drawing inspiration from his past, Eric Giroud has crafted a timepiece that resonates with both watch aficionados and music enthusiasts. With its bold design, innovative mechanics, and a deep-rooted connection to the ‘90s club scene, M.A.D 2 is a testament to the power of storytelling in watchmaking.
