MB&F's M.A.D. Editions series has recently expanded with two innovative timepieces, the M.A.D.2 R&B and M.A.D.2 REDemption, both designed in collaboration with Eric Giroud. These new releases demonstrate a thoughtful approach to customer engagement, employing different allocation strategies. The M.A.D.2 R&B will be made available through a raffle, ensuring broad participation, while the M.A.D.2 REDemption is a special gesture towards long-standing, persistent fans who have previously missed out on winning a piece. These watches are more than just time-telling devices; they are a tribute to unique design and a nod to the brand's loyal community.

Introducing MB&F's Latest M.A.D.2 Creations: The R&B and REDemption Editions

In a fascinating development, Max Büsser's M.A.D. Editions has just released two new iterations of its acclaimed M.A.D.2 timepiece, designed in close partnership with the renowned Eric Giroud. This launch, which took place in April 2026, introduces the M.A.D.2 R&B and the M.A.D.2 REDemption, each with a distinctive acquisition process. The M.A.D.2 R&B will be allocated via a raffle system, with registrations open for one week, from April 14th to April 20th. This method ensures that a wide array of enthusiasts have an opportunity to acquire this sought-after piece. In a unique move to reward loyalty, the M.A.D.2 REDemption is exclusively reserved for collectors who have participated in at least four previous raffles without success. These dedicated individuals will be directly contacted by the M.A.D. Editions Team, bypassing the raffle system entirely, and offered direct access to purchase the watch. Both models, priced at CHF 2,900 (excluding tax), share a captivating design ethos inspired by 1990s club culture. They feature two raised subdials, creatively resembling DJ turntables with engraved vinyl-like grooves, displaying jumping hours and trailing minutes. An automatic rotor, perforated and designed to mimic the stroboscopic band of a Technics SL-1200 Mark 2 turntable, animates the dial, swinging over Super-LumiNova stop pins. The cases, measuring 42mm in diameter and 12.3mm in thickness, boast a polished, rounded, pebble-like aesthetic with traditional lugs and domed sapphire crystals. Powering these intricate timepieces is the Swiss-made La Joux-Perret G101 automatic movement, known for its robustness, 4Hz frequency, and 64-hour power reserve. This base movement is augmented by an MB&F-developed module for the bi-directional jumping hours and trailing minutes. The M.A.D.2 R&B showcases a black central plate with red subdials, while the REDemption reverses this color scheme with a bright red dial plate and black discs. The REDemption also features a special engraving on its black rotor: "They say I'm stubborn, I'd say persistent," celebrating the resilience of its recipients.

The introduction of these two M.A.D.2 models offers a refreshing perspective on how luxury brands can foster community and reward dedication. The dual allocation strategy, combining an open raffle with an exclusive offering for loyal patrons, demonstrates a keen understanding of collector psychology and builds a stronger connection with the brand's audience. It highlights that innovation extends beyond mere product design to encompass the entire customer experience, making the pursuit of a coveted timepiece an even more engaging and personal journey.