Joseph Chatel is a prominent French entrepreneur and finance professional who is recognized as one of the three co-founders of the independent watch brand March LA.B. Established in 2009, the company was born from the collaborative vision of Chatel and his long-time friends Alain Marhic and Jerome Mage. While Marhic serves as the CEO and Mage as the Creative Director, Chatel’s primary contribution to the enterprise has been his expertise in financial strategy and business development.
Chatel’s professional background is rooted in the high-stakes world of asset management and finance. Before entering the horological industry, he built a distinguished career in the French financial sector. He is notably recognized as a co-founder and former president of DNCA Finance, a major investment management firm. Additionally, he founded Pierre Premier Gestion, further establishing his reputation as a leader in the financial community. His extensive experience in managing complex entities provided the necessary fiscal foundation for March LA.B to navigate the competitive global watch market as an independent player.
Within the brand’s unique identity, Chatel represents the “B” in March LA.B, signifying Biarritz, France. While Creative Director Jerome Mage operates out of Los Angeles, Chatel and Marhic are based in Biarritz, a city known for its surfing culture and Atlantic influence. This dual geographic anchor is central to the brand’s “Atlantic journey” concept, blending the “cool” aesthetic of Southern California with French heritage and craftsmanship. The brand name itself also pays homage to the founders, as Chatel, Marhic, and Marhic’s brothers were all born in the month of March.
Beyond his strategic role, Chatel’s personal interests are reflected in the brand’s design philosophy. A passionate surfer and enthusiast of 1970s aesthetics, he helped shape a collection that favors “utilitarian elegance” and “retro-modernity.” The brand’s early flagship models, such as the JC1, were named using the initials of the founders, with the JC1 specifically honoring Chatel’s contributions. Under his and his partners’ leadership, March LA.B has grown from an “irrational idea” into a respected French watchmaking house known for its 4 o’clock crowns, signature green accents, and a commitment to assembling its timepieces and Swiss-made movements in France.