Under the creative vision of MAD and seconde/seconde, "Royal Order" reimagines the iconic Royal Oak with a bold concept of ordered disorder.
This limited-edition collaboration transforms traditional watchmaking through a fully reconfigured gradient dial that retains its original components.

MAD's commitment to innovation and seconde/seconde's avant-garde approach converge to produce an exceptional timepiece that elevates chaos to an art form.

Development time: 8 months
Production time: 8-10 weeks
Ref: 15400ST
41 mm diameter
Automatic movement
Limited to 10 pieces
Made to order

Suggested retail price : 74,000€

In April 2024, London-based jewellery brand Hatton Labs collaborated with
MAD to introduce the Portcullis timepiece, inspired by European castle gates
from the Middle Ages. This 37mm Royal Oak merges urban minimalism
with medieval allure, featuring a bezel adorned with 40 pyramid baguette
diamonds and a mirrored dial.

Hatton Labs Jewellery utilises the finest metals and a blend of specialised
craftsmanship and adapted technologies. The Portcullis timepiece not only
showcases the brand’s dedication to advancing constructions and materials
but also represents a harmonious fusion of strength and delicate beauty.

Building on the success of the Royal Oak project, the collaboration between
MAD and Casablanca extended to the customisation of the iconic Contax G2,
further showcasing an innovative spirit. This exclusive project saw the creation
of only ten units, each meticulously designed to embody the unique aesthetic
and technical excellence that both brands are known for.

The cameras were an instant hit, selling out immediately upon release.
This endeavour highlighted the demand for high-quality, limited-edition
collectables and underscored the strength and appeal of the MAD and
Casablanca partnership, merging functionality with luxury design in new and
exciting domains.

MAD crafted an exclusive capsule of Contax Cameras, including models T2
and G2, for the iconic luxury retailer I.T, based in Hong Kong and China. This
bespoke collection was designed specifically for I.T’s innovative space, EX.IT,
which is envisioned as a gallery-like concept store that merges the worlds of
high fashion and art.

I.T has a storied history as a trailblazer in the luxury retail space, renowned
for curating an eclectic mix of avant-garde and mainstream fashion labels
since its inception in 1988.

This collaboration with MAD aligns with I.T’s reputation for pushing
boundaries and creating unique retail experiences, offering customers not
just products but pieces of art.

KITH, MAD, Globe-Trotter, and creative agency NAMES have come together to reimagine the legendary Contax G2 Camera.

Produced between 1996 and 2005, the Contax G2 was the world’s most advanced rangefinder camera at the time, renowned for its ergonomics and technological innovation, it was a true accessory to the travelling man.

Crafted by artisans in Japan, it raised the bar as a masterpiece in electronic photography. Features such as a 35mm autofocus, a four-frame-per-second integrated motor drive, shutter speeds of up to 1/6000 per second, X-sync at 1/200 per second and an extended baseline-autofocus system with the Carl Zeiss Planar 45mm f2 lens, all made the G2 a camera ahead of its time and highly regarded even by today’s standards.

Each customised G2 is inspired by 4 iconic KITH/Fieg New Balance colour combinations. Finished with hand-applied ceramic multi-coloured coatings and housed in custom matching carry cases made by luxury heritage luggage brand, Globe-Trotter.

G2-001 KITH x Mad Contax G2 Camera - Daytona
G2-002 KITH x Mad Contax G2 Camera - United Arrows
G2-003 KITH x Mad Contax G2 Camera - Mauve
G2-004 KITH x Mad Contax G2 Camera - Mykonos

Exclusively sold by NAMES to KITH.

Art Direction & Design: RND (by NAMES)
Photography: Jon Formento

SOLD OUT

MAD Paris customisation

Coated Black DLC in a shiny finish

Ref: 5711/1A-010
40.5mm diameter
Automatic movement

MAD Paris customisation.

Coated Black DLC in a matte finish, skeletonised dial with rubber strap.

Modern machinery, crafted with exquisite detail and the first of its kind for the Aquanaut. Unique modifications allow you to explore expert craftmanship with exposed movement.

Original open-worked design with custom décor – open barrel bridge, gears, balance bridge, lid and drum ratchet with an automatic bridge and bottom plate. A high precision machine with hand-decorated finish.

Development time: 6 months
Ref: 5164A
40.5 mm diameter
Automatic movement
Pièce Unique

MAD Paris custom collaboration.

Channelling the charm of the toy watch, MAD puts into play its new ceramic technologies in collaboration with Charaf Tajer’s Parisian brand, Casablanca.

Over 180 hours of handwork goes into each piece, resulting in two multi-coloured variations comparable to none.

Hand customised dials featuring a minimal face, sans date window for a balanced and symmetrical aesthetic. Each colour shade represents a day of work with a hand-applied ‘Casablanca’ signature logo finished in gold, complimenting the hands and Audemars Piguet logo.

Development time: 10 months
Production time: 10-12 weeks
Ref: 15450ST
37mm diameter
Automatic movement
Limited and numbered to 10 pieces
Exclusive to Browns

MAD Paris custom collaboration.

A MAD creation in collaboration with Matthew Williams, artistic and creative director of 1017 ALYX 9SM.

A bare customised dial, minimal and timeless in its design with future-proof functionality. Detailed with a hand-brushed circular pattern over rhodium plating – referencing AP’s original mix of shiny and textured steel.

Finished with the 1017 ALYX 9SM signature “Rollercoaster” buckle.

Development time: 8 months
Production time: 8-10 weeks
Ref: 15400ST
41 mm diameter
Automatic movement
Limited and numbered to 40 pieces
Made to order

MAD Paris custom collaboration.

After the successful launch of the steel edition, MAD introduces an even more exclusive iteration of our collaboration with 1017 ALYX 9SM creative director, Matthew Williams.

A bare customised dial, minimal and timeless in its design with future-proof functionality. Detailed with a hand-brushed circular pattern over rhodium plating – referencing AP’s original mix of shiny and textured steel.

Finished with the 1017 ALYX 9SM signature “Rollercoaster” buckle.

Development time: 4 months
Ref: 15400OR
41mm diameter
Automatic movement
Limited and numbered to 10 pieces
Made to order

Exclusively at Browns.

MAD Paris custom collaboration.

After the successful launch of the steel edition, MAD introduces an even more exclusive iteration of our collaboration with 1017 ALYX 9SM creative director, Matthew Williams.

A bare customised dial, minimal and timeless in its design with future-proof functionality. Detailed with a hand-brushed circular pattern over rhodium plating – referencing AP’s original mix of shiny and textured steel.

Finished with the 1017 ALYX 9SM signature “Rollercoaster” buckle.

Development time: 4 months
Ref: 15202BA “jumbo”
39mm diameter - extra thin
Automatic movement
Limited and numbered to 5 pieces
Made to order

Exclusively at Browns.