March LA.B Watches

March LA.B is an independent French watch brand founded in 2009 by Alain Marhic, Jerome Mage, and Joseph Chatel. The brand developed between France and California, combining French watch culture with the visual language of Los Angeles, Biarritz, surfing, classic automobiles, and mid-century design.

The name March LA.B combines March, a month with personal meaning for the founders, with LA.B, representing Los Angeles and Biarritz – the two cities that helped shape the brand’s identity.

The first March LA.B watches reached the market in 2011 after approximately two years of research and development. The early AM1, JC1, and JM1 models were named after the initials of the three founders.

March LA.B began moving production toward France in 2013. Today, the company designs and assembles its watches in France, while many of the movements and components come from specialist Swiss suppliers.

The brand describes its philosophy as making watches that are “as French as possible.” Current Swiss automatic movements used by March LA.B are assembled from start to finish in Besancon before being cased into the watches.

One of the most important current movements is the La Joux-Perret G100. This automatic calibre offers approximately 68 hours of power reserve, runs at 28,800 vibrations per hour, and is used across models including AM2, Belza, Bonzer, and selected Mansart watches.

The AM2 is March LA.B’s signature shaped watch. Its angular case draws strongly from 1970s design and American muscle cars, while the crown positioned at four o’clock has become one of the brand’s most recognizable visual signatures.

Current AM2 automatic watches use the La Joux-Perret G100 movement, sapphire crystal, screw-down crowns on selected references, and up to 100 metres of water resistance.

The AM69 uses a compact tonneau-shaped case inspired by 1970s watches, while the AM89 takes a sharper, more architectural approach influenced by the design language of the 1980s.

Both AM69 and AM89 are available in automatic and electric versions. Current electric models use Swiss quartz movements and provide a lower-priced entry point into the March LA.B collection.

The Mansart collection uses an octagonal case inspired by French architecture and the geometric proportions associated with Place Vendome. Current models include automatic date watches, small-seconds versions, and more compact women’s designs.

The Lady Mansart, Milady Mansart, and newly introduced Mini Mansart extend this architectural design language into smaller jewelry-style watches. Selected references use mother-of-pearl dials, gold plating, precious stones, or genuine diamonds.

The Belza is the brand’s most capable water-oriented watch. Current automatic Belza models use the La Joux-Perret G100 movement, sapphire crystal, screw-down crowns, rotating bezels, and up to 200 metres of water resistance.

The Bonzer takes inspiration from surf culture and uses a 41mm case, ceramic rotating bezel, screw-down crown, sapphire crystal, and 100 metres of water resistance.

March LA.B also produces smaller fashion-oriented models such as Lady Volante, including versions with natural stone and mother-of-pearl dials. These watches typically use Swiss Ronda quartz movements and are assembled in France.

Swiss quartz movements from Ronda are used throughout many of the brand’s electric collections. Current examples include Ronda 517 and Ronda 762 calibres depending on the model.

Sapphire crystal is widely used on automatic models, while selected quartz watches use hardened mineral crystal. Stainless steel, ceramic, forged carbon, bronze, leather, silicone, jacquard textile, and precious-metal finishes appear throughout the collection.

The brand also places significant emphasis on French-made straps and local suppliers. Many leather straps are produced in the Franche-Comte region, while selected textile straps are made by French ribbon manufacturer Julien Faure.

March LA.B remains positioned between fashion-oriented design and enthusiast mechanical watchmaking. Current watches generally begin around $630 for quartz models, automatic watches typically cost between approximately $1,450 and $2,500, and diamond-set or special jewelry models can exceed $3,000.