THE MAD UNIVERSE
MAD was founded on a crazy idea spawned from the imagination of Gregory Dreyfus. Driven by the desire to own an original, unique piece, this insatiable antique watch collector came up with the somewhat unorthodox idea of customizing one of his timepieces by exploiting the aesthetic aspect of an industrial process.
An unintentional visionary, he approached a French aviation and automotive manufacturer to customize his first watch with black DLC*. The gamble was to dispel the sacred aura surrounding traditional timepieces without altering their qualities. The operation was successful and instantly caused a stir. His friends were crazy about this new eccentricity and the orders came flooding in. Whether Rolexes, Patek Philippes or Audemars Piguets, friends handed over their finest timepieces for a complete makeover using this new technique.
Word travelled faster than he could have imagined and Gregory was persuaded to establish a brand to satisfy the demands of his new fan club. The realization of this dream led to the creation of a new kind of watchmaking firm, dedicated entirely to customizing luxury wristwatches, the only limit being the imagination. The MAD workshop opened in 2007 and the adventure began…
*DLC : Diamond like carbon
DLC: THE POWER TO TRANSFORM
MAD’s mission is to give clients the opportunity to create a unique piece, designed in their own image, a kind of extension of their personality. To this end, MAD picks up where the watchmaker – all too often weighed down by tradition – leaves off.
Treating yourself to a MAD watch is to fulfil a dream – the dream of becoming watch designer to your favorite brand and unleashing your creativity. Freeing yourself, yet in keeping with the values upheld by the trade. MAD artisans overturn the conventions of traditional watchmaking while respecting the spirit of the piece and the values cherished by the watchmakers.
PIMP MY WATCH !
A pioneer in the sector, MAD quickly made a name for itself on the watchmaking scene. Its know-how goes far beyond simply applying the black DLC coating.
This clever material consisting of carbon microlayers is in fact merely the icing on the cake. The MAD watchmakers ply their skills to push the boundaries of customization to the limits of technical achievement. Engraving, skeletonization, bas-relief, chasing… ultimately it’s a question of personal taste – the watchmakers take care of the rest.
The same exacting standards of quality are applied to a MAD watch as to a Formula 1 racing car.
Providing a highly personalized service, the MAD team accompanies clients in the creative process of customizing their watches, from straightforward DLC coating to more complex modifications of the dial, adding initials, etc.
On a different note, for clients who would not know where to begin, MAD sells pieces customized according to current trends.
A kind of bestseller collection, a few well-chosen pieces representative of the brilliance of the firm’s watchmakers, available in the e-shop or through a handpicked network of retailers.
In a nutshell, MAD is built on a multitude of paradoxes that make it something of an alien in the sector today. The firm’s apparent creative madness is in contrast to its unquestionable expertise and mastery of cutting-edge techniques. Taking the opposite approach to the watchmaking manufactures, MAD embraces customization as its modus operandi – a counterpoint to the standardisation prevalent in the sector. And finally, the refined packaging is at odds with the innovative, fun product inside. It only remains to determine whether MAD is the future of the watch, or the watch of the future? It’s your call.
A taste for fine workmanship by first-rate watchmakers.
Creativity is at the heart of the firm’s ethos. MAD creates ever bolder designs while maintaining the integrity of the piece.
MAD customizations come with a lifetime guarantee as well as a 5-year international service warranty.
MAD operates in the utmost secrecy. The brand undertakes to disclose nothing about its clients or the orders completed. Since its beginnings, the brand has hardly advertised at all and relies solely on its network and the satisfaction of its fans. A real strength!
The timepieces are divided into four collections, all of which fulfil the same criteria: watchmaking excellence and superb design.
Staying true to the original design, a DLC coating is simply applied to the watch to give it a fun, offbeat, contemporary twist. Clients can choose from black, blue, titanium grey, chocolate or khaki. Something akin to alchemy that works well on a Rolex or Audemars Piguet.
A more extreme level of customization resulting in a unique design. Every last part of the watch can be modified and decorated with engraving. Once you go this far, you never stop.
The blingiest of the MAD collections is made up of pieces set with black, white, cognac or rainbow diamonds, in shapes ranging from round brilliant and baguette to princess cut. The result is spectacular and highly unusual.
The crème de la crème, the ultimate achievement. A selection of limited editions and unique pieces from collabs with artists and other prestigious partners. A must for collectors.