Alain Marhic is the French entrepreneur and visionary behind March LA.B, an independent watch brand established in 2009. Born in 1969 in Nantes, Brittany, Marhic’s professional journey began in the early 1990s when he founded two windsurfing academies. He later transitioned into the fashion and accessories industry, spending significant years at Quiksilver. During his tenure there, he rose from shop manager to Director of Operations for the eyewear and watch divisions, gaining essential experience in product development, marketing, and the global watch market.
Driven by a lifelong passion for surfing and vintage aesthetics, Marhic left his corporate role in 2008 to realize his own horological vision. He co-founded March LA.B alongside Joseph Chatel and Creative Director Jérôme Mage, establishing a brand identity rooted in a “French-Los Angeles” connection. The name reflects this duality: “March” for the birth month of the founders, “LA” for Los Angeles where Mage is based, and “B” for Biarritz, Marhic’s adopted home. Under Marhic’s leadership, the brand has become known for its “more with less” philosophy, specializing in 1970s-inspired designs characterized by 4 o’clock crowns and a signature use of the color green. He has successfully navigated the brand from its initial high-end Swiss ambitions to a sustainable model focused on French assembly in Besançon, positioning March LA.B as a leader in contemporary, accessible French watchmaking.