This Rule-Breaking Affordable Watch Comes from a Legendary Swiss Designer

A follow-up to a modern cult classic, this unconventional timepiece has the kinds of details normally found in six-figure watches

By Sean Tirman

Published March 13, 2025

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Updated March 13, 2025

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Back in 2021, MF&B did something pretty incredible with the release of its M.A.D.1 watch. This horological experiment brought details and craftsmanship typically found in six-figure timepieces to the masses.

As such, the shockingly affordable watch was an unqualified hit in the watch world. Watch fanatics came clamoring again when it got a revamp in 2024 called the M.A.D.1S.

The brand is back with the first true sequel in the series, the MB&F M.A.D.2. Like its predecessors, it’s a magnificent achievement in making high-end horology affordable. But this one is even better for numerous reasons.

MB&F M.A.D.2 watch on dark background — The orange version of this watch is only available to members of The Tribe, MF&B’s owner’s club.

Design departure

The M.A.D.2 is a huge departure from its predecessors design-wise. One possible reason is that MB&F hired an outside designer to create this hotly anticipated sequel.

Whereas the original was the brainchild of Maximilian Büsser, the brand’s founder, this one is the product of legendary Swiss designer Eric Giroud. For reference, Giroud has worked with Vacheron Constantin, Tissot, Mido and even Swarovski (yes, the crystal brand), among many others.

A testament to his involvement, this watch’s design language could not be a more significant departure from its cousins. Instead of an angular, esoteric, frankly hard-to-read dial, the M.A.D.2’s is refined, gentle and far easier to read. Yet it’s still unique and original.

Furthermore, the exhibition case back features Giroud’s name alongside the series’ title. This illustrates how instrumental he was in its creation and how much weight his name carries in the watch world.

MB&F M.A.D.2 watch caseback on blue striated background — The M.A.D.2 runs on a La Joux-Perret caliber G101 automatic movement, the same as its most recent predecessor.

Automatic for the people

Inside the watch’s 42mm 316L stainless steel case and under its antireflective sapphire crystal, the dial has a simple yet interesting duo of subdials — one for hours and the other for seconds.

Beneath that (and visible through the caseback) is a Swiss-made La Joux-Perret caliber G101 automatic movement — the same one in the M.A.D.1S.

With its 64-hour power reserve, the 4Hz, 24-jewel movement is accompanied by an additional bi-directional jumping hour and trailing minutes module developed by MF&B.

That’s a ton of value packed into a shockingly affordable, drop-dead gorgeous package. This bodes well for the future of this series, as this sequel is already making big waves in the watch world.

Arm wearing MB&F M.A.D.2 watch — The watch’s Swiss automatic movement is supplemented by an in-house bi-directional jumping hours and trailing minutes module.

Pricing and availability

As with the M.A.D.1 and M.A.D.1S, the MB&F M.A.D.2 is a limited release.

The only way to get this watch, priced at CHF 2,900 (about $3,277), is to enter a raffle set for April 1, 2025, at 2:00 PM CEST (8 AM EST). And that’s only for the green version.

The orange edition is an even more limited release, only available to members of The Tribe — a select group of folks who already own an MB&F watch and have registered it with the brand. Learn more about The Tribe membership here.