Ahead of several watch events happening in Geneva, MADEditions, the sister brand of MB&F, unveils two new MAD2 variants: M.A.D.2 REDemption and the M.A.D.2 R&B. Both the watches follow a red and black theme. M.A.D.2 REDemption will only be available to enthusiasts who've been trying out their luck for at least four times in the raffle but couldn't get one. While the M.A.D.2 R&B follows the same proven lottery system that MADEditions has used since the MAD1 Red in 2022.
The name stands for Red & Black, but also alludes to the R&B music genre – a typical trait of Eric Giroud, who consistently references 90s club culture in his design language. The dial is midnight black, while the discs for the jumping hour and sweeping minutes provide red accents. Interested parties can register for the lottery for one week; the drawing will take place under notarial supervision.
For the MAD2 REDemption people will be contacted directly (following the criteria) by the MADEditions team. No lottery, no waiting list – direct access. The inverted color scheme also reflects the hierarchy: a bright red dial, black time discs. The finishing touch is an engraving on the turntable-like winding rotor on the back: "They say I'm stubborn, I'd call myself persistent." MADEditions is thus communicating that loyalty is quantifiable – and rewarded. Four unsuccessful attempts at the giveaway are the entry ticket. Those who only lost three times are left out in the cold (and perhaps hoping for the next release).
The movement: Caliber La Joux-Perret G101 with MB&F module
Both editions are based on the same movement as the original series: the Swiss-made La Joux-Perret G101 caliber with a bidirectional module developed by MB&F for the jumping hour and sweeping minutes. The automatic movement runs at a frequency of 4 Hz (28,800 A/h) and has a 64-hour power reserve. The module is the true unique technical feature – not the base movement. The jumping hour is a complex time display in serial operation because the jump must be triggered with pinpoint accuracy, down to the fraction of a second, without disrupting the movement. MB&F developed its own bidirectional system for this purpose.
The 42mm case, crafted from 316L stainless steel, features double-sided anti-reflective sapphire crystal on the top and single-sided anti-reflective sapphire crystal on the bottom, continuing the pebble-like geometry that inspired Giroud's original Almond design from the 1990s. The watch is water-resistant to 3 ATM. The leather strap is fitted with a stainless steel folding clasp.
MADEditions as a brand strategy
What began in 2021 as a one-off gesture towards 500 suppliers and regular customers has since evolved into a sophisticated ecosystem with its own lottery system, waiting list mechanism, and fanbase management. The MAD2 series marks the transition from a singular edition to an independent product line. The fact that the MAD2 won the GPHG "Petite Aiguille" award (best watch between CHF 3,000 and 10,000) in 2025 underscores its ambition: this isn't simply a more affordable MB&F derivative, but rather an independent horological position. Unlike MB&F's flagship models, the price point remains in the four-figure range. The community strategy – lottery instead of boutique presence, direct contact instead of marketing campaigns – prevents widespread grey market speculation more effectively than limited editions alone.
The fact that MADEditions now maintains and analyzes its own waiting list for repeat participants demonstrates the company's active use of customer data. REDemption is therefore not a romantic consolation prize. It's a customer loyalty initiative with precise targeting – and simultaneously the strongest signal MADEditions has ever sent: those who persevere are part of the group.
The price per edition is Rs. 3,41,000 (approx.)
This article first published in WatchTime.net
Images: Courtesy brand
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