How does the M.A.D.2 EditionS design capture the energy adn vibe of the 1990s Lausanne club scene?

MB&F M.A.D.2 Edition: Interview with watch Industry Analyst, vivienne Dubois

MB&F is celebrating 20 years with the release of the M.A.D.2 Edition, a timepiece that’s generating considerable buzz. To delve deeper into this exciting collaboration, Archyde spoke with Vivienne Dubois, a renowned watch industry analyst.

A Fresh Outlook on MB&F’s M.A.D. Editions

Archyde: Vivienne, thank you for joining us. The M.A.D. Editions have always been about accessibility, but the M.A.D.2 represents a meaningful shift, especially with the involvement of Eric Giroud. What are your initial thoughts?

Vivienne Dubois: It’s a fascinating development. The M.A.D.1 introduced the idea of sharing Maximilian Büsser’s vision on a broader scale, and the M.A.D.2 elevates that concept through collaboration with a design icon like Eric Giroud. It’s not just about affordability; it’s about injecting a new design language while retaining the core MB&F DNA.

The 1990s Lausanne Club Scene Influence

Archyde: the inspiration behind the M.A.D.2 is the 1990s club scene in Lausanne.How does that translate into the watch’s design?

Vivienne Dubois: You can see it in the playful, rebellious spirit of the watch. The turntable-inspired subdials and the vinyl record platter are direct nods to that era. It’s a clever way of capturing the energy and vibe of those clubs,especially for those who remember them fondly.

Design and Technical Highlights

archyde: Let’s talk about the technical features. The bi-directional jumping hour and the automatic rotor doubling as a stroboscopic platter seem especially innovative.

Vivienne Dubois: Absolutely. The jumping hour with bi-directional functionality is a notable upgrade,showing that the M.A.D.2 isn’t just a visual statement; it has substance. And the rotor design is brilliant – a seamless fusion of aesthetics and mechanics. It keeps things captivating from both sides of the watch!

Raffle Exclusivity and the Appeal of the M.A.D.2

Archyde: The M.A.D.2 is being offered through a raffle,adding to its exclusivity,particularly the Deep Green edition. why this approach, and what makes this watch so appealing?

Vivienne Dubois: The raffle system creates a sense of excitement and equal opportunity. It acknowledges the high demand and manages distribution fairly. This also controls the gray market that can arise from limited releases.The appeal comes from its unique design, the MB&F name, and its relatively accessible price point for such a distinctive timepiece. It allows a broader audience to own a piece of MB&F’s horological artistry.

two Decades of Innovation from MB&F

Archyde: MB&F is celebrating 20 years. How does the M.A.D.2 Edition fit into the brand’s overall journey of innovation?

Vivienne Dubois: It’s a clever reflection of MB&F’s evolution. It acknowledges thier high-end roots while branching out to engage a wider audience. The M.A.D.2 is proof they’re not afraid to experiment and push boundaries, especially by embracing cross-disciplinary collaborations to create truly unique pieces.

The future of Watch collaborations

Archyde: Collaboration between watch brands and designers is not new. What sets this collaboration apart?

Vivienne Dubois: The key is the deep integration of the designer’s vision from conceptualisation to final design and the use of a production movement allowing the product to be offered at a more accessable price point.

Final Thoughts and Community Engagement

Archyde: Any final thoughts on the M.A.D.2 Edition before we wrap up?

Vivienne Dubois: It’s a bold and refreshing take on watch design, and it’s sure to resonate with a diverse audience. I’m particularly curious to see how this collaboration influences future designs both within MB&F and the wider watch industry.

Archyde: A great point to ponder. What do our readers think about this shift towards collaborative design in luxury watches? Share your thoughts in the comments below!