New M.A.D.2 editions Are Both A Striking Mix Of Red And Black
There is something quietly subversive about what MB&F continues to do with its M.A.D.Editions line. In a market that thrives on scarcity theatre and velvet-rope access, the brand has chosen a different kind of exclusivity, one rooted not in status, but in participation.
With the latest M.A.D.2 R&B and the intriguingly named REDemption editions, the Geneva-based disruptor doubles down on a philosophy that feels increasingly relevant to modern collectors: access should be earned, but not necessarily bought.
A Watch Born on the Dancefloor
The M.A.D.2 is not merely a follow-up—it is a tonal shift. Where the original M.A.D.1 carried the unmistakable imprint of Maximilian Büsser, the sequel belongs to Eric Giroud, a long-time collaborator stepping into his own spotlight.
Giroud’s inspiration is refreshingly unorthodox. Rather than drawing from classical horology, the M.A.D.2 channels the raw energy of 1990s club culture, vinyl decks, strobe-lit nights, and the hypnotic rhythm of analogue sound. The dial mimics a record; the raised subdials evoke turntables; even the rotor spins like a platter in motion. It is less a watch and more a wearable remix.
For collectors fatigued by endless heritage reissues, this is a reminder that storytelling in watchmaking can still feel alive.
Red, Black, and the Language of Contrast
The R&B edition, short for Red & Black, leans into visual duality. A stealthy black base punctuated by vivid red jumping hours and trailing minutes gives the piece an almost graphic intensity. It is bold without being loud, contemporary without chasing trends. But the real conversation piece is REDemption.
Reserved exclusively for collectors who have entered at least four previous raffles without success, REDemption flips the script on traditional allocation. There is no lottery here, no waiting list politics, just recognition. It is, quite literally, a reward for persistence. And in an era where “clienteling” often favours the highest spenders, this approach feels almost radical.
The Mechanics of Fairness
The raffle system, now synonymous with M.A.D.Editions, remains intact for the R&B. It is a deceptively simple idea: open registration, random draw, equal chance. Yet its impact on the collecting psyche is profound.
In a landscape dominated by boutique relationships and secondary market premiums, M.A.D.Editions introduces a different kind of thrill, one closer to anticipation than entitlement. You don’t secure the watch; you hope for it. And when hope is rewarded, the emotional connection runs deeper.
The Collector’s Dilemma, Rewritten
Technically, the M.A.D.2 remains impressive: a La Joux-Perret G101 base calibre, 64-hour power reserve, and a proprietary bi-directional jumping-hour module developed in-house. But that’s almost beside the point.
Because the true innovation here isn’t mechanical, it’s cultural. M.A.D.Editions has managed to reframe what it means to be part of a collecting community. Ownership is no longer the sole marker of belonging; participation is.
For seasoned collectors, this raises an interesting question, namely, is the value of a watch defined by its rarity or by the story of how it was acquired?
The M.A.D.2 R&B and REDemption are not trying to compete with haute horlogerie heavyweights. They are doing something far more interesting, reshaping the emotional architecture of collecting itself. In the process, MB&F reminds us of a simple truth, sometimes, the most desirable watches are not the hardest to buy, but the fairest to win.
And occasionally, the most meaningful reward is not exclusivity, but recognition.
Technical Specifications:
Movement
Base movement: Swiss made Manufacture La Joux-Perret calibre G101
Bi-directional jumping hour and trailing minutes module developed by MB&F
Case fitting diameter: 25.6mm / 11 ó’’
Height: 4.45mm
Balance/Frequency: 4Hz / 28’800
Jewels: 24
Power reserve: 64h
Automatic winding
Case
Stainless steel 316L
Dimensions: diameter 42mm x height 12.3mm
Water resistance: 30m / 3ATM / 90 feet
Top sapphire crystal treated with anti-reflective coating on both faces
Bottom sapphire crystal treated with anti-reflective coating on inside face
Strap & buckle
Leather strap with stainless steel folding buckle
Price
Retail price of either edition is CHF 2,900 + VAT. The link to participate in the raffle is here
For more information please visit MB&F