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Eric Giroud

Architect-trained Geneva designer behind MB&F\'s entire HM and LM series, plus Bovet, Manufacture Royale, Greubel Forsey commissions.

Introducing: Schaefer & Companions Solune Grand Art Marqueterie - Straw You Can Actually Clutch At Fratello
MB&F; Nov 26, 2025

Introducing: Schaefer & Companions Solune Grand Art Marqueterie - Straw You Can Actually Clutch At

You’re familiar with Max Büsser and his friends. The creations MB&F; produces are incredible, wondrous, and imaginative, but they’re also out of reach for the majority of watch enthusiasts. Let me introduce you to Schaefer & Companions, a brand recently founded in Le Locle that positions itself as an artistic platform. Christophe Schaefer, the brand’s […] Visit Introducing: Schaefer & Companions Solune Grand Art Marqueterie - Straw You Can Actually Clutch At to read the full article.

M.A.D. Editions Introduces the M.A.D.1S “Grow Your Dreams” Collection, a Collaboration with Artist Yinka Ilori Worn & Wound
MB&F; Aug 27, 2025

M.A.D. Editions Introduces the M.A.D.1S “Grow Your Dreams” Collection, a Collaboration with Artist Yinka Ilori

About a year ago, we got our first peek at the M.A.D.1S, a slimmer and far more wearable version of the original M.A.D.1. This week, we got the first new variant of that watch, a collaboration between the crew at M.A.D. and Yinka Ilori, a British artist and designer known for infusing public spaces with bright colors. The new M.A.D.1S “Grow Your Dreams” collection adds a healthy dose of Ilori’s aesthetic to the M.A.D.1 and gives us a look at how future limited editions and variants of M.A.D. Editions pieces might take shape as the brand grows.  At the outset, I think it’s important to acknowledge that M.A.D. Editions is indeed a brand unto itself at this point. What started as a one off project to reward longtime MB&F; collaborators with a cool watch to own in the same spirit of the high horology creations with a much lower price tag has morphed into what could really be called one of the most interesting microbrands going at the moment. I’m not sure if the team at M.A.D. Editions would necessarily self-identify as a microbrand, but of course in these pages it’s a compliment, and reflects a certain amount of ingenuity and creativity while remaining within certain guardrails and parameters around pricing and accessibility.  The “Grow Your Dreams” collection consists of three watches, each taking on a different theme derived from the natural world: Sun, Water, and Nature. All include pretty wild color combinations – there’s no watch here that could be du...

Introducing: The M.A.D.1S “Grow Your Dreams” Water, Nature, And Sun - A Collaboration With Artist Yinka Ilori Fratello
MB&F; Aug 27, 2025

Introducing: The M.A.D.1S “Grow Your Dreams” Water, Nature, And Sun - A Collaboration With Artist Yinka Ilori

Block September 2nd if you want to have a chance to wear a relatively affordable MB&F; collaboration watch on your wrist. On that day, at 2:00 PM CEST, the raffle for the M.A.D.1S “Grow Your Dreams” in three colorways will start. These M.A.D.Editions are the result of a collaboration with British-Nigerian artist and designer Yinka […] Visit Introducing: The M.A.D.1S “Grow Your Dreams” Water, Nature, And Sun - A Collaboration With Artist Yinka Ilori to read the full article.

The Highly Anticipated M.A.D.2 is Here Worn & Wound
MB&F; ’s total revenue Mar 18, 2025

The Highly Anticipated M.A.D.2 is Here

The M.A.D.Editions M.A.D.2 is finally here. This is, perhaps, the most inevitable release of the year. It’s like starting your series of space operas with “Episode IV,” you know that at some point V is coming (and, indeed, I-III, but we’ll save that conversation for another day). Following up one of the most discussed watches of the last few years is certainly no easy task, and the M.A.D.2 comes to market at a very different time than its predecessor, at least in terms of what’s desirable at the moment.  At this point, we all know the story: Max Büsser, in an effort to make something for his friends and collaborators who could likely never afford the high priced watches they helped him create, created a small batch of watches with an inverted rotor and an unusual time telling apparatus read from the side of the case. The M.A.D1 became a viral hit in the watch community, spawned a bunch of variants, and an improved “S” model just last year. Along the way, the M.A.D.Editions project became a brand unto itself, generating around 20% of MB&F;’s total revenue in 2024. And in the three short years since the first M.A.D.Editions watches appeared, the appetite for avant-garde and experimental designs at approachable price points has increased dramatically. In other words, M.A.D.Editions is no longer the only game in town (but they’re still the only affordable way to get a little bit of that Max DNA in a watch without spending tens of thousands of dollars, or mor...

L’Epée 1839 Makes their LVMH Watch Week Debut with a Clever New Watch Box Worn & Wound
MB&F; Jan 23, 2025

L’Epée 1839 Makes their LVMH Watch Week Debut with a Clever New Watch Box

When I was in middle school, my Saturday afternoons were my own. My younger brother played travel soccer, my dad was his coach, and my mom rarely missed a game, so just about every weekend in the Fall and Spring, I had the house to myself for a few hours. One of my favorite things to do during these reprieves from my family was to go up to my dad’s attic office, open up his watch box - a brown leather box that held five watches - and marvel at what I found inside. Something about that brown leather box communicated with perfect clarity that anything found inside it was to be treasured. That experience is probably no small part of why I love watches today, and a part of me is always looking to recapture the wonder I felt sneaking into my dad’s office and opening up his watch box. These days, it’s a harder experience to find, and I generally think a lot less about watch boxes - most of my watches either sit out on a felt pad on my desk or live in a set of retrofitted metal drawers from IKEA. Still, every so often, someone goes the extra mile and makes a watch box that’s hard to ignore. With their new acrylic Watch Box, L’Epée 1839 has done just that. If you know of L’Epée 1839, it’s probably from their clocks. And they’ve made some incredible clocks over the years; from very traditional carriage clocks to their collaborative pieces made with MB&F; (the Destination Moon is a personal favorite), L’Epée 1839 has consistently been a leader in Swiss cloc...

Book Review: ‘Time on My Hands’, a Watch Collector’s Memoir by Mitch Katz SJX Watches
MB&F; Dec 3, 2024

Book Review: ‘Time on My Hands’, a Watch Collector’s Memoir by Mitch Katz

Time on My Hands: A Collector’s Journey in a World of Watches. By Mitch Katz. Tasfil Publishing. US$24.99 in paperback, US$10.89 for e-book Thanks to the growing popularity of watch collecting, there is no shortage of books one can find about watches. Even mainstream bookstores often have a few in stock, while specialty bookstores across the world, from Powell’s in Portland, Oregon to Tsutaya in Daikanyama, Tokyo, have entire sections devoted to watch books. But the watch publishing industry is dominated by brand books, like MB&F;: The First Fifteen Years, that celebrate a particular brand or model. Perhaps because watch collecting is still a nascent hobby, there have not been many (if any) memoirs written about watch collecting. And while Time on My Hands by Mitch Katz is highly educational at times, it succeeds most as a personal story about one man’s long journey down the rabbit hole of watch collecting. Initial thoughts As hard as it is to find a book written by a fellow collector, it’s rarer still to find one that recounts events that formed the basis of one’s own watch education. I first became aware of Mr Katz in 2008 when I joined the Purists forum, which is also where I became acquainted with SJX. When I was at university, the forum served as my nightly reading, and the wisdom I gained reading Mr Katz’s posts, and those of fellow Purists, helped me get up to speed on the many nuances of the watch industry. In Time on My Hands, Mr Katz shares the ups and...

Light Me Up: The Insanely Colorful Lume of Black Badger James Thompson’s Watches (Lume Fest!) Quill & Pad
De Bethune MB&F; Stepan Sarpaneva Bamford Sep 27, 2024

Light Me Up: The Insanely Colorful Lume of Black Badger James Thompson’s Watches (Lume Fest!)

Working with creative makers like De Bethune, MB&F;, Stepan Sarpaneva, Bamford, Linde Werdelin and more, Gothenburg-based James Thompson – aka Black Badger – has become industry famous as the driving force of a new school of applications of luminous materials. Anders Modig takes us through Black Badger's history, along the way highlighting many of his colorful watch collaborations.

REVIEW: Hands On With The M.A.D.1 S WatchAdvice
MB&F; Sep 25, 2024

REVIEW: Hands On With The M.A.D.1 S

A revolution in affordable Haute Horlogerie with the latest M.A.D.1S. What We Love: Affordable haute horology timepiece The three-blade rotor design is well thought out, with it becoming even more fun with lume activated! Despite its thickness, the timepiece sits very well on the wrist thanks to the flat case back. What We Don’t: The hour time barrel is read right to left as it spins counter-clockwise when it should be read left to right The racing-inspired textile leather strap lacks adjustment for slim wrists. Lack of secondary strap choices from M.A.D Editions! Overall Rating: 8.75/10 Value for Money: 9/10 Wearability: 8/10 Design: 9/10 Build Quality: 9/10 The M.A.D.1S. is one of the best, if not the best, horological “fun” pieces that are available on the market right now. There are not too many other watches in the luxury world of horology that offer such an amusing timepiece that gets everyone talking, even non-watchgoers! The M.A.D 1 has a relatively short-lived history, as it was first released in June 2021; however, since then, it has been met with an overwhelming reception, giving more and more incentive for the M.A.D. Editions brand to keep creating more innovative, affordable entertainment timepieces! View this post on Instagram A post shared by Chamath Gamage (@champsg) The brand new 2024 M.A.D.1S. models To understand how M.A.D.1 first came about, we need to look at how the brand M.A.D Edition started and how its big sister brand, MB&F;, played a maj...

The M.A.D.1 Gets a Slimmer, More Wearable Update Worn & Wound
MB&F; Aug 27, 2024

The M.A.D.1 Gets a Slimmer, More Wearable Update

The M.A.D.1 has been a genuine phenomenon since it debuted three years ago. The M.A.D. brand, an offshoot of MB&F;, exists almost by accident. The debut watch was made available to MB&F; friends and family as an affordably priced “thank you” for years of partnership and support, and was eventually made available to the public. Turns out there are a lot of enthusiasts out there who are after a little taste of MB&F; but don’t necessarily have the nearly six figures (or more) for the genuine article. The M.A.D.1, in all of the variants we’ve seen since it launched, has offered fans of independent watchmaking a simulacrum of a much higher end experience, simply by wearing and owning something that originated from the mind of brand founder Max Busser. But, if we’re being honest, there have always been aspects of the M.A.D.1 that could use a little refining to make it more appealing as a watch that you’d actually want to wear day in and day out. The new M.A.D.1S seeks to solve some of those problems.  First and foremost, it’s worth pointing out that isn’t the M.A.D.2, a watch that the brand says has been in the works for some time and will debut next year. Rather, this is an honest to goodness evolution of the original idea, and seems to address some of the common complaints from M.A.D.1 skeptics. The “S” here stands for slimmer, surely the most notable change from the original, which came in at a sometimes comical 18.8mm tall. The new version is just 15mm tall...

Zach, Andrew, and Marcus share the watches they cannot justify buying Time+Tide
MB&F; Aug 10, 2024

Zach, Andrew, and Marcus share the watches they cannot justify buying

Today on Time+Tide Tribe, Zach, Andrew, and Marcus share the watches they desperately want but will never ever be able to justify buying. Watch the video above to find out what watches are their “unjustifiables”. *SPOILERS BELOW* *SPOILERS BELOW* *WHAT ARE YOU DOING? GO WATCH THE VIDEO* Zach’s pick – MB&F; LM Sequential EVO “So, … ContinuedThe post Zach, Andrew, and Marcus share the watches they cannot justify buying appeared first on Time+Tide Watches.