By Patrick Koune
With the MAD2 R&B and the MAD2 REDemption, MADEditions continues its exploration of uninhibited watchmaking, inspired by the clubs of the 1990s. Between cultural storytelling, horological innovation and disruptive distribution, these pieces embody a new vision of contemporary luxury.
MAD2: When watchmaking meets club culture
Launched in 2025, the MAD2 marks a turning point in the world of MADEditionsDesigned by the designer Eric GiroudThis watch departs from traditional watchmaking codes, drawing its inspiration from an unexpected universe: that of... 1990s clubs.
The dial immediately evokes a Turntable, with its grooves and circular volumes. The time indications, jumping hours and trailing minutes, take the form of discs, like so many references to DJ consoles.
Each movement of the wrist sets the visible rotor in motion, reinforcing this immersive sensation: the watch is not just read, it is experienced as a sensory experience.
Two new 2026 editions: R&B and REDemption
In 2026, the collection is enriched with two new interpretations, built around a strong contrast between red and black.
La MAD2 R&B (Red & Black) It plays on a nocturnal aesthetic: a deep black dial, enhanced by red discs for the hours and minutes. A nod that is both chromatic and musical, directly inspired by rhythm and blues and the energy of urban nights.
La MAD2 REDemption, more conceptual, introduces a new emotional dimension. Reserved for collectors who have failed several raffles, it celebrates perseverance. Its engraved message “ They say I'm stubborn, I'd say persist » transforms the object into a personal manifesto.
Beyond design, it's a whole relationship between the brand and its community that is built.
A watchmaking mechanism at the service of the concept
Behind this playful approach lies a true technical sophistication.
The MAD2 is powered by a Swiss La Joux-Perret G101 caliber, combined with a module developed by MB&F incorporating a bidirectional jumping hour:
a system where the time is displayed via a changing disc instantly (instead of a progressive hand), and which works in both directions. This means that the mechanism remains smooth and precise whether advancing or rewinding the time, making it more complex and sophisticated than a classic jumping hour.
The 42mm steel case, with its rounded lines, evokes a polished pebble, contrasting with the complexity of the dial. The rotor, visible from both sides, becomes a central element of the design, blurring the lines between function and aesthetics.
MADEditions, the birth of a “non-brand”
The story of MADEditions began almost by accident. Originally, it was an internal project at MB&F, conceived by its founder Maximilian Büsser to address a simple frustration: to offer a creative watch, but one more accessible to his close circle.
For years, the idea remained a concept. Then, in 2020, in the midst of the pandemic, it resurfaced. The project then took an atypical form: not a classic brand, but a “one-off edition”, freed from traditional commercial constraints.
The first MAD1 was initially reserved for those close to the brand. But faced with the enthusiasm, the model became available to the public via a lottery system, creating an organized scarcity and strong desirability.
This atypical way of functioning, neither totally exclusive nor totally open, contributes to the construction of an engaged, almost initiatory community.
Eric Giroud: a designer at the crossroads of cultures
With MAD2, MADEditions opens a new chapter by entrusting the creation to Eric Giroud, a long-time collaborator of MB&F for more than two decades.
MB&F (Maximilian Büsser & Friends) is an independent watchmaking laboratory founded in 2005 by Maximilian BusserThe company distinguishes itself through a collaborative approach, bringing together designers, engineers, and artisans to create conceptual watches. Horological Machines futuristic and Legacy Machines Inspired by classic watchmaking, MB&F pushes the boundaries of traditional codes by transforming the watch into an artistic and mechanical object. Produced in limited series, its creations embody an experimental vision, where time becomes a canvas for creative expression rather than a mere function.
His approach is distinguished by a desire to desacralize watchmakingwithout ever abandoning technical rigor. It is no longer just about measuring time, but about telling the story of an era, an energy, a culture.
A new definition of luxury watchmaking
With the MAD2, MADEditions offers a contemporary take on watchmaking:
– less institutional,
– more narrative,
– deeply emotional.
Critical acclaim, crowned in particular by an award at Grand Prix d'Horlogerie de Genève, confirms the relevance of this approach.
In a sector often attached to its traditions, MADEditions demonstrates that it is possible to create differently: starting from culture, experience and community.
The MAD2 R&B et REDemption These are not mere aesthetic variations. They extend a broader reflection on what watchmaking can be today: a field of expression, an object of storytelling, an extension of identity.
