March LA.B is an independent French watchmaking house that has established a distinct identity through a design philosophy that bridges European heritage and Californian culture. Founded in 2008 and officially launched in 2011, the brand operates from a dual-headquarters structure with offices in Biarritz, France, and Los Angeles, USA. This geographical split is central to its identity, influencing both its aesthetic direction and its name.
The company was founded by three close friends: Alain Marhic, Jérôme Mage, and Joseph Châtel. Alain Marhic, based in Biarritz, serves as the CEO and brings a background in the action sports industry. Jérôme Mage, the brand’s Creative Director, resides in Los Angeles and is a prominent designer known for his work in luxury eyewear and high-end accessories. Joseph Châtel provides the financial and business management expertise for the maison. Together, they have cultivated a brand that emphasizes “less is more,” focusing on balanced proportions and understated elegance.
March LA.B has gained a dedicated following primarily due to its commitment to a “neo-retro” aesthetic. Their timepieces are heavily inspired by the architecture and furniture design of the 1960s and 1970s, moving away from traditional tool watch tropes to focus on “dandy-chic” styling. Enthusiasts appreciate the brand’s signature details, such as the frequent use of a specific shade of green for casebacks, dial accents, and strap linings. Furthermore, the brand maintains a high standard of craftsmanship by designing in Los Angeles and assembling its watches in Besançon, the historic heart of French watchmaking, often utilizing Swiss movements from manufacturers like La Joux-Perret.
The brand’s catalog is defined by several key collections that showcase its geometric and vintage-inspired DNA. The AM2 is one of its most recognizable models, featuring a distinctive square case with sharp, angular facets and a crown positioned at 4 o’clock for improved comfort. The Mansart collection offers a more formal alternative, with an octagonal case shape that pays architectural tribute to the Place Vendôme in Paris. For those seeking a specialized tool, the Belza is a dedicated surf watch designed to handle ocean conditions while maintaining the brand’s refined aesthetic. Other notable models include the AM1, the brand’s original flagship, and the AM3, a tonneau-style watch that emphasizes a more glamorous, 1970s-inspired profile.
