M.A.D. 2

The MB&F M.A.D. 2 is one of the most talked-about releases from Max Büsser’s more accessible offshoot, M.A.D. Editions. Launched as a follow-up to the cult-favorite M.A.D. 1, the M.A.D. 2 delivers MB&F’s signature kinetic design and playful engineering at a price point that’s rare for the brand. Its unique story—offered initially to friends, supporters, and early adopters—has made it both a conversation starter and a sought-after collector’s piece, especially given the limited production and the unconventional way it was allocated.

This model features a horizontally oriented time display, using a lateral time indication system that sets it apart from traditional dial layouts. Housed in a stainless steel case, the M.A.D. 2 wears comfortably despite its visual presence, and the automatic Miyota movement was chosen for reliability and to keep costs in check. Water resistance is modest, reflecting the focus on creative horology rather than tool watch specs. The vivid rotor visible through the caseback is a nod to MB&F’s kinetic artistry, making each glance at the watch an experience.

Reference numbers for the M.A.D. 2 are not publicized in the traditional sense, but buyers should note differences in dial color and rotor finish, which influence collectability and price. Early allocation pieces and those with special engravings or packaging tend to command a premium on the secondary market. Given the direct-to-supporter sales method and limited runs, provenance and completeness of the original set (box, papers, allocation letter) are key factors to consider when evaluating a M.A.D. 2 for purchase.