{"id":23849,"date":"2025-04-25T22:52:00","date_gmt":"2025-04-25T19:52:00","guid":{"rendered":"https:\/\/watching.gr\/?p=23849"},"modified":"2026-04-09T23:34:30","modified_gmt":"2026-04-09T20:34:30","slug":"eric-giroud-designing-the-m-a-d-2-or-when-friendship-becomes-creation","status":"publish","type":"post","link":"https:\/\/watching.gr\/en\/people-en\/eric-giroud-designing-the-m-a-d-2-or-when-friendship-becomes-creation\/","title":{"rendered":"Eric Giroud \u2013 Designing the M.A.D.2, or When Friendship Becomes Creation"},"content":{"rendered":"\t\t
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I had the good fortune to meet him in the inner sanctum of the M.A.D. Gallery in Geneva during the week of Watches & Wonders. Waiting for me there with Charris Yadigaroglou, Head of Marketing Communications at MB&F and a long-time friend of MB&F founder Maximilian B\u00fcsser. Eric Giroud belongs to the brand\u2019s close inner circle, to the famous \u201cF\u201d \u2014 Max\u2019s Friends. He is the kind of designer who does not impose a signature style, but instead adapts to the DNA of each project. And that, as they explained to me, may well be his greatest talent. Most people do not realize it, but Giroud has had a hand in almost every MB&F creation of the past 20 years. Not as a \u201cstar designer,\u201d but as the person who takes Max\u2019s ideas and turns them into objects. \u201cMax has the incredible ideas, but he cannot draw them. That\u2019s where I come in,\u201d he tells me, almost apologetically. \u201cI\u2019m not the brain. I\u2019m the one who experiments.\u201d <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t

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Eric Giroud and Max B\u00fcsser at the MB&F offices. Their friendship and professional collaboration have spanned at least twenty years. (photo: MB&F) <\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t
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From MAD1 to MAD2: the idea of \u201cdemocratic\u201d watchmaking<\/span><\/b><\/h6>

Naturally, our conversation begins with the M.A.D.2. Not with the watch itself, however, but with the philosophy behind it. \u201cMost people cannot afford an MB&F. Neither can we,\u201d he says with a laugh. And that is precisely where the idea for M.A.D.Editions<\/a><\/u><\/b> was born: a more accessible, yet equally creative, expression of the brand. This idea is not new. It had already existed in the early years of MB&F, in the form of a project called \u201cGreen Dog\u201d \u2014 a transparent plastic watch that never quite found its audience. \u201cIt wasn\u2019t the right moment,\u201d he recalls. In the end, it took almost a decade for that thought to mature and eventually lead to the MAD1. The MAD2 was the natural next step. <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t

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The two sides of the new M.A.D.2 designed by Giroud.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t
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A different approach: the same DNA, a different \u201crecipe\u201d<\/span><\/b><\/h6>

If the MAD1 was explosive and unpredictable, the MAD2 is something else entirely. \u201cIt has the same ingredients,\u201d he explains. \u201cBut cooked differently.\u201d The central idea of the rotating rotor remains, but here the reading of time shifts. First you see the mechanical spectacle, and only then do you understand the time. \u201cIt is a watch first, and a tool second,\u201d he says. \u201cWhereas usually the opposite is true.\u201d The choice of a jumping hour display, combined with the \u201cperipheral\u201d rotor, creates an experience that demands attention. It is not immediate. It is not easy. And that is exactly why it is so interesting. <\/span><\/p>

Inspiration from music and the aesthetic of the 1990s<\/span><\/b><\/h6>

Unlike the more \u201carchitectural\u201d approaches that were explored at the beginning and eventually abandoned, the MAD2 found its form through music. \u201cMax loves music. So do I. That\u2019s where we found common ground.\u201d The result is a watch that evokes vinyl records, turntables, and the club culture of the 1990s. Not as a literal reference, but as a feeling. During our conversation, records by Nina Simone, Queen, and Marvin Gaye are passed around. The connection is not superficial. It is lived, personal, instinctive. <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t

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The design process: experimentation, failure and\u2026 teamwork<\/span><\/b><\/h6>

Perhaps the most valuable part of the conversation is hearing how Giroud actually works. There is no linear process. There is experimentation. \u201cWe do ten projects, and in the end two or three come out of it,\u201d he says without hesitation. Everything begins with proportions. Diameter, thickness, structure. \u201cLike a sandwich,\u201d as he describes it. Then come the sketches. And then\u2026 the doubts. One of the first concepts for the MAD2 was abandoned after 18 months of work. \u201cWe just weren\u2019t feeling it,\u201d he says simply. But that, too, is part of the process. <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t

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O Eric Giroud at a young age. (photo: MB&F) <\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t
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The role of the team: no idea is sacred<\/span><\/b><\/h6>

Unlike other brands, where the designer often works in isolation, at MB&F everything passes through the team. \u201cEveryone can speak. Suggest. Disagree.\u201d Even details such as whether the hour discs should be \u201cfloating\u201d or not emerged through collective discussion. The same goes for the colours. Giroud himself admits that his initial proposals were\u2026 \u201cboring.\u201d \u201cBlue and beige. Very safe.\u201d Until the younger team at MB&F came forward with bolder ideas. And in the end, those were the ones that prevailed. <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t

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The problem with colour: a hidden difficulty<\/span><\/b><\/h6>

From the outside, it looks simple. From the inside, it is anything but. Matching the same colour across different materials is, as he says, \u201ca nightmare.\u201d Dial, discs, case, strap \u2014 they all react differently to light. Orange, for instance, created an unexpected problem: associations with Herm\u00e8s. \u201cIf you put an orange strap on a watch, the mind goes straight there,\u201d he says. That is why they chose a more metallic, more nuanced shade instead. <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t

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The M.A.D.2 was also released in an orange version, exclusively for members of The Tribe \u2014 collectors who already own at least one MB&F watch (not a M.A.D.Editions piece).<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t
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A more \u201cclassic\u201d M.A.D.?<\/span><\/b><\/h6>

Despite its unusual aesthetic, the MAD2 is perhaps the easiest-to-wear M.A.D. to date. And that is no coincidence. \u201cI\u2019m not an eccentric person,\u201d he tells me. \u201cI don\u2019t wear eccentric watches, just as I don\u2019t wear eccentric clothes.\u201d Perhaps that is why the MAD2 finds such a fine balance between the experimental and the everyday. It is a watch you can understand, but not at first glance. <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t

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O Eric Giroud at a younger age (photos: MB&F)<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t
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The essence: a living process<\/strong><\/h6>

As I leave the M.A.D. Gallery, what stays with me is not only the watch itself. It is the process behind it. The discussions, the disagreements, the trials, the failures. And, ultimately, an idea taking shape. \u201cIf you stay open, the project stays alive,\u201d Giroud says. And perhaps that is what the M.A.D.2 really is in the end. Not just another good-looking watch, but proof that when creation is shared, it becomes far more compelling. <\/p>

Watch the new M.A.D.2 come to life in the video below\u2026<\/p>

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\n\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\tMore info at MB&F<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

In Geneva, behind the windows of the M.A.D. Gallery, Eric Giroud reveals how the M.A.D.2 came to life. It is a story of collaboration, experimentation, and a more \u201cdemocratic\u201d take on high watchmaking. <\/p>\n","protected":false},"author":5,"featured_media":23821,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[65],"tags":[3583,3587,2227,3415,3588,3582,3586,2102,3585,95,107],"class_list":{"0":"post-23849","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-people","8":"tag-design","9":"tag-eric-giroud","10":"tag---2","12":"tag-jumping-hour-","13":"tag-m-a-d-gallery","14":"tag-m-a-d-2","15":"tag-m-a-d-editions","16":"tag-max-busser","17":"tag-mbf","18":"tag-watches-wonders"},"yoast_head":"\nEric Giroud & M.A.D.Editions: The story behind the new M.A.D.2 - Watching.gr | All About Luxury Watches<\/title>\n<meta name=\"description\" content=\"Eric Giroud reveals how the M.A.D.2 by MB&F was designed. 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