Merci Paris is a French lifestyle brand and concept store located on Boulevard Beaumarchais in Paris. Founded in 2009 by Marie-France Cohen and her husband Bernard Cohen, the brand established its horological division, Merci Instruments, in 2017 under the direction of Arthur Gerbi. The project was born from a desire to create affordable, well-designed “everyday objects” that bridge the gap between high-end luxury and mass-market fashion watches.
The brand has gained a dedicated following among enthusiasts for its “essentialist” design philosophy and its focus on archival horological details. Collectors are particularly drawn to the brand’s ability to offer Swiss-made mechanical movements and historically inspired cases at accessible price points. Its reputation was further bolstered when French President Emmanuel Macron was frequently spotted wearing their flagship model, signaling the brand’s successful blend of Parisian style and utilitarian reliability.
The flagship timepiece of the brand is the LMM-01 (La Montre Merci), a field watch inspired by 1940s military aesthetics. It features a distinctive 38mm “step case,” a design traditionally associated with vintage Patek Philippe Calatrava models, and is available in both Swiss mechanical hand-wound and quartz variations. The LMM-01 catalog includes several thematic dial executions such as the “Militare,” “Scientifique,” and “Dress” models, as well as specialized collaborations like the “Project Spécial” series.
In 2024, the brand expanded its range with the Beaumarchais collection. This series introduces a more compact 36mm angular cushion-shaped case with an octagonal bezel, drawing inspiration from 1970s geometric watch design. Powered by the Miyota 9039 automatic movement, the Beaumarchais collection incorporates classical dial motifs—such as Stelline and Buckley dials—while referencing ancient Roman, Greek, and Egyptian influences. Each Merci timepiece is designed to be versatile, featuring drilled lugs and quick-release spring bars to encourage the use of various NATO, leather, and Perlon straps.
