New Release: M.A.D.EDITIONS M.A.D.2 by Eric Giroud with Bi-Directional Jumping Hours- Is Max Büsser creating an Affordable Opus series?

About 1,000 years in the past when Baselworld was the best watch present on earth, my first cease on arriving on the honest was to move straight to the Harry Winston sales space to see the newest Opus watch.

The Opus collection was created by Max Büsser – then CEO of Harry Winston’s watch division – to present extra credibility to Harry Winston as a severe watch model.  He did this by partnering the advertising may of the worldwide jewelry model with the horological savoir-faire of the world’s most revolutionary impartial watchmakers.

François Paul Journe, Felix Baumgartner/Urwerk, Antoine Prezuiso, and Vianney Halter have been just some of the good watchmakers who received their first large break because of Büsser’s Opus collection.

of the most important motivations for Büsser to depart the safety of an enormous multinational to arrange his personal little boutique model was that he found that what he loved most about his time at Harry Winston was collaborating in creating the loopy watches within the Opus collection, however they weren’t Harry Winston’s bread and butter enterprise.

MB&F started with collaborations, however advanced into making Büsser’s costly fantasy watches.

In 2021, when Büsser launched the far more inexpensive M.A.D.EDITIONS M.A.D.1, it wasn’t clear by which course this new model was going, or if it was even going to be an actual model.

Now with the M.A.D.2 by Eric Giroud, it seems (to me at the very least) that Büsser goes again to his roots and his love of collaborating with Pals.

It seems to me that M.A.D.EDITIONS is changing into a way more inexpensive Opus collection. Extra inexpensive maybe, however simply as arduous to get as every mannequin is so broadly oversubscribed that they’re allotted in a lottery.

From the press launch:

M.A.D.EDITIONS M.A.D.2 by Eric Giroud

If the M.A.D.1 broke the foundations, the M.A.D.2 spins a distinct story. Born from the thoughts of Eric Giroud – designer, insurgent, and longtime MB&F Pal – this timepiece is a love letter to the wild, electrifying spirit of Nineteen Nineties membership tradition; it’s the second act in a saga that began with an surprising hit.

Suppose pulsing basslines, vinyl grooves, and nights that blurred into mornings at Lausanne’s legendary Dolce Vita and MAD golf equipment. Easy like an almond, daring like a second album, unapologetically M.A.D…

…however earlier than you spin the platter and drop the needle, let’s observe the wild lineage of this machine.

M.A.D.Editions – the start

Rewind to 2014. Max had a brand new concept brewing—not for collectors or connoisseurs, however for his household and pals. The folks he cherished couldn’t afford an MB&F watch, and it gnawed at him. How might they expertise the magic of carrying one in every of his creations if the value tag stored them out?

The purpose was clear: create one thing accessible. However turning that imaginative and prescient into actuality? A unique story. 4 years of relentless engineering, trial and error led the MB&F staff to an unsettling conclusion—this may really be unimaginable. For the primary time, MB&F confronted a mission they only couldn’t crack.

In 2018, after numerous late nights and useless ends, they pulled the plug. Paradoxically, the very mission meant to convey household and pals nearer had consumed a lot time, there was none left for them.

As Max put it, “A few of us have been unhappy to see it go. Others? They breathed a sigh of reduction.” What started as a small snowball rapidly met the warmth, and it began to soften…

The calm earlier than the storm

Quick ahead to 2020. The world grinds to a halt, and so does watchmaking. COVID hit arduous, and MB&F wasn’t spared. The countdown started—14 months. That was the time earlier than the unthinkable: chapter. No security nets. Simply the looming risk of sending everybody dwelling for good.

It began throughout a disaster assembly. Somebody threw out a wild concept: “What if we launch that extra ‘inexpensive’ mission?” Significantly? In the midst of a worldwide meltdown, announce a brand new model and product? It sounded insane.

However what if it wasn’t a model within the conventional sense? What if it was an Version—a one-off drop? A batch of simply 500 items. A model has to stay on, however an version? It may possibly begin and cease every time we wish.

Quick ahead a couple of months and one thing surprising occurred. Watch demand didn’t simply get better; it exploded. Orders got here pouring in. MB&F was all of a sudden dealing with an inflow of requests. The storm started to assemble, slowly turning the trickle right into a relentless surge.

What to do with the M.A.D.1 mission?

Easy: reserve it for the Pals – MB&F suppliers – and the shoppers who had supported the model for the final 15 years, a tight-knit group of some hundred loyal people nicknamed “The Tribe”. In June 2021, an e mail landed within the inboxes of those 500 folks.

No flashy marketing campaign. No social media posts. Only a message thanking them for his or her belief and loyalty. And as a token of appreciation? The chance to buy the watch. No fanfare. No hype. Simply an e mail.

M.A.D.1 Crimson on the wrist lume

The snowball impact

Three days later, the inevitable occurred: footage leaked on Instagram. And the watch group? They went ballistic. “How can I get one?” –  “Nicely… you may’t. We’re sorry.” Cue outrage: “Are you severe? Lastly, a watch from you that I can afford, and it’s not accessible? You’re reserving it for present shoppers solely? X&%!…” 

 4 weeks later, a brief movie drops. Max explains the idea: “It’s not a model. It’s a one-time factor. However we’ve heard you. Give us a while, we’ll have one thing for you.”

Quick-forward to February 2022. The primary M.A.D 1 for the general public is introduced, and the frenzy begins. However as a substitute of creating folks queue up outdoors a boutique prefer it’s some unique nightclub, MB&F launches a raffle system.

Chaos Unleashed

The outcome? Absolute MADness. 18,000 folks registered for the primary raffle—for simply 450 accessible items. For the second raffle, a couple of months later? 22,000. After the preliminary M.A.D.1 Blue model for Pals and The Tribe, 4 iterations adopted: Crimson, Inexperienced, the ‘Time to Love’ collaboration with Jean-Charles de Castelbajac, and at last the M.A.D.1S—slimmer, sleeker, powered by a Swiss-made caliber. Abruptly, the staff had a revelation.

M.A.D.EDITIONS M.A.D.1S Blue

This wasn’t purported to occur. It wasn’t deliberate. However whether or not they preferred it or not, M.A.D. was slowly evolving into… a model.

Distinctive crown of the M.A.D.EDITIONS M.A.D.2 by Eric Giroud

The Way forward for M.A.D.Editions

So, what’s the following M.A.D.Version? Logic says if there’s a 1, there ought to be a 2. However right here’s the twist: if you happen to flip over a M.A.D.1, you see the title Maximilian Büsser engraved on the caseback. It was born from his imaginative and prescient. M.A.D.2? That will likely be another person’s creation. A brand new chapter. A unique story – a brand new EDITION.

M.A.D.EDITIONS M.A.D.2 Inexperienced by Eric Giroud

Enter Eric Giroud – The architect of M.A.D.2

Legendary designer Eric Giroud: 20 years of designing MB&F items. 20 years of artistic partnership with Max. For the twentieth anniversary of MB&F, it’s solely becoming—this one’s his. His child. His imaginative and prescient. However following up a success? That’s a problem. It’s just like the second album of a band that nailed their debut.

Eric Giroud and Max Büsser

Eric and Max each hail from Lausanne; Giroud’s journey is something however conventional Swiss design. Whereas others might need been lurking round chilly workplaces, Eric was tearing it up on dancefloors, residing the Nineteen Nineties membership scene. Nights on the legendary MAD (Moulin à Danses) and Dolce Vita golf equipment in Lausanne, surrounded by creatives, musicians, actors and artists, formed his aesthetic.

Pals referred to as him “Erico.” He frolicked with Sébastien and Stephan Kohler—DJs who hit worldwide fame with their observe At Evening. Early home music boomed, Stephan Kohler (Mandrax) spun vinyl on the well-known Technics SL-1200 Mark 2, and there was a palpable sense of freedom.

The 90s have been electrical, a time when change was within the air, particularly in music. That is the world that impressed the M.A.D.2—a watch born from the heartbeat of a bygone rave period.

M.A.D.EDITIONS M.A.D.2 Inexperienced by Eric Giroud

Design that strikes

The M.A.D.2’s raised central subdials – displaying the hours and minutes – seem like the turntables from a DJ mixing console.

The dial of the M.A.D.EDITIONS M.A.D.2 options hints of vinyl document grooves

The central dial over which they rotate is a love letter to vinyl textures, with grooves and satin finishes mimicking music tracks. Surrounding it’s the platter, impressed by the stroboscopic band of the Technics SL-1200 – full with Tremendous-LumiNova cease pins.

Each flick of the wrist units the platter spinning, and if you happen to hear intently, it’s as if you happen to can hear the rhythm of the previous pulsing by means of it. The stroboscopic platter is in reality the automated winding rotor, seen from each the entrance and the again.

Again of the M.A.D.EDITIONS M.A.D.2 Inexperienced by Eric Giroud

Flip the watch over and also you’ll uncover the gyroscopic off-centered rotor which can make your head spin.

Distinctive buckle of the M.A.D.EDITIONS M.A.D.2 by Eric Giroud

The M.A.D.2 chrome steel case is sort of a rounded pebble. Eric reminisces about his first watch design within the Nineteen Nineties, one which by no means made it to actuality. He referred to as it Almond. And you may really feel traces of that within the M.A.D.2—its easy form, the way it feels in hand, the almond-like curves, and even the crown’s brand.

M.A.D.EDITIONS M.A.D.2 Orange by Eric Giroud

And there’s a horological shock: the leaping hour complication. It’s a secret you solely uncover after spending time with the watch—nothing screams “bi-directional leaping hours” at first look.

M.A.D.EDITIONS M.A.D.2 Orange by Eric Giroud on the wrist

The small steel markers – which seem like guitar picks, almonds, or possibly even alien eyes – conveniently point out the leaping hour and trailing minutes on the very middle of the watch.

M.A.D.EDITIONS M.A.D.2 Inexperienced by Eric Giroud on the wrist

A easy journey

At 42mm, the M.A.D.2 feels as easy because it seems. It balances the playful, surprising method of M.A.D.Editions with out going excessive—like a wonderfully polished almond. Regardless of being visually worlds aside from the M.A.D.1, they share a heartbeat: the identical La Joux-Perret motion discovered within the M.A.D.1S, now enhanced with a bespoke leaping hour module developed by MB&F. Swiss-made, Swiss-assembled.

M.A.D.EDITIONS M.A.D.2 by Eric Giroud in Inexperienced and Orange (solely for the MB&F Tribe and Pals)

Two fashions, two personalities: an Orange version for the Tribe and Pals. Inexperienced for the raffle.

M.A.D.EDITIONS M.A.D.2 Orange by Eric Giroud

Mandrax’s particular contact

For this particular second, Mandrax – aka Stephan Kohler, the Lausanne-based DJ and good friend of Eric Giroud – determined to throw in his personal little almond to the story, a particular music manufacturing for this watch, pulsating the launch video. A tribute to a time when the membership scene, the beats, and the vibe of the 90s have been inseparable from their artistic souls. Immediately, that very same vitality drives the M.A.D.2.

On reflection, the title says all of it: M.A.D.2. The second chapter of a narrative that nobody anticipated. Born from the mad spirit of the M.A.D.1 and the rebellious legacy of Lausanne’s MAD membership golden period. Wild. Inventive. Utterly, unapologetically M.A.D.

M.A.D.EDITIONS M.A.D.2 Inexperienced by Eric Giroud lume shot

For extra data, please go to https://www.madgallery.web/geneva/en/creators/mad-editions

Fast info: M.A.D.2 ERIC GIROUD
Two launch editions: Orange reserved for The Tribe and Pals, Inexperienced for the raffle.
Motion
Base motion: Swiss made Manufacture La Joux-Perret calibre G101
Bi-directional leaping hour and trailing minutes module developed by MB&F
Case becoming diameter: 25.6mm / 11 ½’’
Top: 4.45mm
Stability/Frequency: 4Hz / 28’800
Jewels: 24
Energy reserve: 64 hours
Automated winding
Case
Chrome steel 316L
Dimensions: diameter 42mm x peak 12.3mm
Water resistance: 30m / 3ATM / 90 ft
High sapphire crystal handled with anti-reflective coating on each faces
Backside sapphire crystal handled with anti-reflective coating on inside face
Strap & buckle: Leather-based strap with chrome steel folding buckle

M.A.D.EDITIONS M.A.D.2 Inexperienced by Eric Giroud on the wrist

M.A.D EDITIONS – The story till now

The story of the M.A.D.Editions started as a spontaneous one. In June 2021, MB&F founder Maximilian Büsser shared a watch along with his group of suppliers and collectors on e mail, with the attachment detailing a handful of photographs of a watch.

There was no launch, no announcement, no press rallying. However what adopted noticed an unprecedented momentum past the choose e mail recipients to see this watch, the primary version of the M.A.D.1, be introduced additional to life to the general public.

To at the present time, and within the spirit of equity, accessibility to all M.A.D.Editions are sanctioned by viewers: to the ‘Pals’ (suppliers) of the model who’ve supported Maximilian Büsser’s endeavours since 2005, concerned within the creation of timepieces, and the ‘Tribe,’ for these in possession of MB&F’s Horological and Legacy Machines, granted everlasting entry to future M.A.D.Editions, acknowledging its adopters each previous and new.

However the M.A.D.1 Blue, the “Pal and Tribe Version” garnered traction past any expectation. As a consequence of in style demand, lower than a 12 months later, in March 2022, the M.A.D.1 RED turned the primary M.A.D.1 accessible to the general public, modified with distinctive options together with a slimmer bezel and spherical winding crown.

With a manufacturing of 1,500 items, the raffle technique was inaugurated for supporters to enter, with the chance to win the rights to buy a watch. With a staggering 19,000 entrants, winners have been chosen at random and watches have been delivered that 12 months, in line with Büsser’s purpose to scale back wait instances and the method from buy, to carrying on the wrist.

As the ultimate distribution of M.A.D.1 REDs made their method to new homeowners, Büsser and the MB&F staff have been awarded the Problem Prize on the esteemed Grand Prix d’Horlogerie de Genève (GPHG), for the very best watch below 3500 CHF that 12 months.

With no signal of waning urge for food, MB&F manufactured a second batch of 1,500 M.A.D.1 REDs in February 2023, by way of the identical raffle course of, which noticed a rise in entrants as much as 22,000. Placing a precedent on affordability and to assist the will amongst followers to personal a M.A.D.1, the staff later produced an extra 1,500 fashions in September 2023, the M.A.D.1 GREEN, this time in one other accented colourway.

The M.A.D.Editions proceed to talk to Büsser’s watchmaking lens: playful, thought-provoking timepieces that query the boundless limits of horology as a type of artwork. Paying tribute to this, Büsser welcomed the primary collaborator to the collection in March 2024, with the inimitable French artist and designer, Jean-Charles de Castelbajac, regarded for his playful fusions of color, in a restricted version run of 999 items.

From the early ideation a few years in the past, to the primary execution in 2021, by means of to the launch of the slimmer, reconfigured M.A.D.1S powered by the Swiss made LaJoux-Perret calibre, M.A.D Editions continues to welcome fans alongside a journey in celebrating the M.A.D.ness.

You may additionally take pleasure in:

M.A.D.1 Crimson Proprietor’s Assessment: The Spirit of One thing Better and the Most Reasonably priced Horological Machine by Maximilian Büsser (Plus Movies)

New MAD Editions M.A.D.1S with Slimmer Case: Comparatively Reasonably priced and Completely Wild Luxurious for the Wrist

M.A.D.Editions ✕ Jean Charles de Castelbajac ‘Time to Love’

Harry Winston Opus Sequence: A Full Overview From Opus 1 To Opus 14