March LA.B AM2: owner reviews and feedback

The March LA.B AM2, launched in 2012, has become one of the most emblematic models of French watch company March LA.B. It almost immediately combined the principal influences claimed by the brand: angular 1970s design, American automotive culture, French elegance and details borrowed from sporting instruments of the period. The first generation uses a shaped stainless-steel case measuring approximately 38 to 39 mm, a crown offset to 4 o’clock, a domed sapphire crystal and an automatic ETA 2892-A movement. Above all, its dial introduces four unusual hour markers positioned horizontally at 11, 1, 5 and 7 o’clock, a detail that becomes one of the signatures of the model.

Over the years, the AM2 evolves with Miyota movements and later with the Swiss La Joux-Perret G100 assembled in France, while the family gains Mars editions, a Calendar, a 36 mm Slim version and a GMT. The current automatic AM2 retains a 39 mm case, 100 metres of water resistance, a date at 6 o’clock and approximately 68 hours of power reserve.

Design & legibility: an immediately recognisable shaped watch

The AM2 makes no attempt to hide its 1970s inspiration. Its case has an almost square structure composed of cut corners, bevelled facets and surfaces alternating polished and satin finishing. This geometry recalls both certain sports watches of the period and the taut lines of American muscle cars frequently referenced by March LA.B. The crown positioned at 4 o’clock deliberately breaks conventional symmetry and visually frees the right side of the case. On the dial, markers placed horizontally at 11, 1, 5 and 7 o’clock create a composition rarely encountered elsewhere. The crown offset to 4 o’clock and the four horizontal hour markers form the essential distinguishing features of the March LA.B AM2. Contemporary references add a dial constructed on several levels with substantial applied markers, a peripheral minute track and a framed date at 6 o’clock. March LA.B even personalises the date disc: numerals are generally white against a dark background and the number 3 appears in green, a reference to the month of March that has particular importance in the brand’s identity. The hands use a tuning-fork-inspired shape and receive Super-LumiNova on current automatic versions.

Case, bracelet and comfort: 39 mm with a highly architectural presence

The contemporary automatic AM2 has a 39 mm 316L stainless-steel case, approximately 44 mm lug to lug and 12.5 mm thick. Lug width is 22 mm. On paper, these dimensions remain comparatively restrained for a current sports watch, but the almost square shape and numerous angles create more presence than a simple round 39 mm case. The slightly domed sapphire crystal receives anti-reflective treatment and the screw-down crown contributes to stated water resistance of 100 metres. The square 39 mm format generally appears more substantial on the wrist than a round watch of the same nominal diameter. Leather straps produced for the brand notably include alligator and perforated bison and use a quick-change system. The three-link steel bracelet strongly reinforces the sporting appearance and brings the weight to around 132 grams, compared with approximately 81 grams on leather according to current specifications. The short case design, around 44 mm in length, nevertheless limits overhang on medium wrists. Polished surfaces catch the light strongly while the brushed areas keep the edges visually defined, making preservation of the finishing especially important on a pre-owned watch.

Movement: from the ETA 2892 to the La Joux-Perret G100 assembled in France

The mechanics of the AM2 illustrate the industrial evolution of March LA.B particularly well. The first generation from 2012 uses an automatic ETA 2892-A, a slim Swiss movement operating at 28,800 vibrations per hour and providing approximately 42 hours of power reserve. The brand subsequently adopts the Japanese Miyota 9015 on several AM2 models, another automatic movement running at 4 Hz, providing a robust and more accessible solution. An important stage arrives in 2022 with the bronze AM2 Millésime Mars: March LA.B introduces the La Joux-Perret G100 calibre, manufactured in Switzerland but assembled in France through a partnership with watchmaking company Humbert-Droz. The G100 currently represents the most important mechanical evolution of the AM2 thanks to its 68-hour power reserve. This calibre contains 24 jewels, operates at 28,800 vibrations per hour and features hacking seconds together with quick date correction. The brand states an operating rate around -4 to +6 seconds per day for its assembled and regulated movements. Most importantly, its 68-hour reserve allows the watch to be removed on Friday evening and theoretically remain running on Monday morning, a genuine advantage over earlier generations limited to approximately 40 hours.

Chronological milestones and main models (2012–2025)

(2012) March LA.B AM2 Burgundy Automatic First Generation:

The first commercially released AM2 establishes almost immediately all the aesthetic codes that allow the model to move through the years without losing its identity. The March LA.B AM2 Burgundy Automatic reference not communicated uses a 316L stainless-steel case initially stated at around 38 mm, with later measurements around 39 x 36.5 mm depending on the method used. The crystal is domed sapphire with anti-reflective treatment, the crown screws down at 4 o’clock and water resistance reaches 100 metres. The burgundy dial receives metallic markers together with the famous horizontal positioning at 11, 1, 5 and 7 o’clock. The French-made burgundy leather strap, inspired by automotive upholstery, strongly reinforces the 1970s atmosphere. The Swiss automatic ETA 2892-A operates at 28,800 vibrations per hour and provides approximately 42 hours of power reserve. A date is integrated into the dial and the green-tinted transparent caseback allows the owner to observe a March LA.B-personalised oscillating weight.

(2020) March LA.B AM2 Mars Black & Green:

The 2020 Mars edition condenses the colours most strongly associated with March LA.B into a deliberately spectacular execution. The March LA.B AM2 Mars reference not communicated retains a 39 mm case but receives a matte black PVD treatment combined with a sunburst forest-green dial. March LA.B uses the Mars name for editions combining mainly black and green, while the month of March also has a founding role in the identity of the company. Horizontal markers at 11, 1, 5 and 7 o’clock remain present together with the 4 o’clock crown and sapphire crystal. This version is limited to 50 pieces and receives a perforated black alligator strap, further strengthening its automotive inspiration. The movement at the time is an automatic Miyota 9015, operating at 28,800 vibrations per hour and providing approximately 42 hours of power reserve. Water resistance remains stated at 100 metres. This edition represents the period during which the AM2 retains its original design while using reliable Japanese mechanics that are relatively straightforward to maintain.

(2021) March LA.B AM2 Calendar Grall Full Calendar:

The AM2 Calendar enlarges and considerably complicates the original silhouette in order to accommodate an unusual calendar display. The March LA.B AM2 Calendar Grall AM2CAGLAP01 has a 41 mm stainless-steel case approximately 12.95 mm thick, protected by sapphire crystal and water-resistant to 100 metres. Its green Grall dial receives a counter at 9 o’clock indicating the day of the week and a second counter at 3 o’clock displaying the month, while the date remains visible through an aperture at 6 o’clock. An additional pusher around 2 o’clock is notably used to adjust the month. The complete watch retains the sharply defined angles and strongly 1970s spirit of the family, but the amount of information gives the dial a far more technical personality. Automatic Miyota 9122 operates at 28,800 vibrations per hour, contains 26 jewels and provides approximately 40 to 42 hours of power reserve. The watch is offered on perforated leather or a steel bracelet with a 22 mm lug width. This version is more suitable for someone who appreciates the AM2 architecture but wants a visibly more complicated calendar.

(2022) March LA.B AM2 Millésime Mars Bronze G100:

The 2022 Millésime Mars edition represents a major mechanical turning point for March LA.B because it inaugurates the partnership surrounding the La Joux-Perret G100 calibre assembled in France. The March LA.B AM2 Millésime Mars 2022 reference not communicated has a 39 mm bronze case approximately 11.7 mm thick, a dark-green sunray dial with bronze markers and a 22 mm black wild-bison strap manufactured in France. Bronze evolves naturally through contact with air and humidity and allows every case gradually to develop a different patina. The crystal is domed sapphire with anti-reflective treatment, the caseback is steel and water resistance reaches 100 metres. The G100 automatic calibre operates at 28,800 vibrations per hour and provides 68 hours of power reserve. March LA.B states that it is fully assembled in France from Swiss components. This edition is limited to 99 pieces and marks the transition of the AM2 towards the Franco-Swiss mechanics subsequently used in much of the automatic range.

(2023) March LA.B AM2 Slim Millésime Mars Bronze 36 mm:

The creation of the AM2 Slim demonstrates that the strongly defined AM2 shape can work in a considerably smaller diameter. The March LA.B AM2 Slim Millésime Mars 2023 reference not communicated reduces the case to 36 mm and approximately 11.32 mm thick while retaining the bevelled angles, crown at 4 o’clock, horizontal markers and green dial strongly associated with Mars editions. The case in this series is made from bronze and is paired with gold-toned markers and hands together with a perforated black wild-bison strap. The crystal remains domed sapphire and water resistance reaches 100 metres. The La Joux-Perret G100 retains its 68-hour power reserve, 24 jewels, 4 Hz frequency and hacking seconds. The movement is assembled in France. The move from 39 to 36 mm makes this variation much easier to wear on smaller wrists and also opens the AM2 design to enthusiasts who prioritise compact watches without wanting to abandon a genuine shaped case.

(2024) March LA.B AM2 GMT Grall Second Time Zone:

The arrival of the GMT adds a travel complication without abandoning the characteristic AM2 construction. The March LA.B AM2 GMT Automatique Grall AM2GMTAGLS310 is documented at its October 2024 launch with a steel case measuring approximately 38 to 39 mm depending on the source and around 12.5 mm thick. Its textured green Grall dial retains the family’s distinctive markers but receives a perforated GMT hand for tracking a second time zone. The domed sapphire crystal is anti-reflective, the crown remains screwed down at 4 o’clock and water resistance reaches 100 metres. The automatic La Joux-Perret G110 calibre belongs to the same mechanical family as the G100 and also provides around 68 hours of power reserve at a frequency of 28,800 vibrations per hour. The date remains present. A steel bracelet reinforces the sporting character of this configuration, while leather or silicone straps available on other versions can visually lighten the case. The GMT represents the most functionally oriented development of the classical AM2.

(2025) March LA.B AM2 Automatic Grall G100:

The contemporary Grall configuration shows the development of the classical automatic AM2 after more than a decade of evolution. The March LA.B AM2 Automatic Grall AM2AGLS710 has a square and octagonal 39 mm 316L stainless-steel case, 44 mm lug to lug and 12.5 mm thickness. Its green dial receives vertical satin brushing, substantial applied markers and a two-level construction. The date aperture is positioned at 6 o’clock and the number 3 appears in green on the personalised March disc. The domed sapphire crystal receives anti-reflective treatment and a tinted transparent back reveals the calibre. The La Joux-Perret G100 contains 24 jewels, operates at 28,800 vibrations per hour and provides 68 hours of power reserve. Water resistance is 100 metres and the crown screws down. On a steel bracelet, weight reaches approximately 132 grams; on leather, the watch falls to around 81 grams. This version therefore retains the signatures of 2012 while using substantially modernised mechanics, dial construction and production methods.

Choosing the right version: 39 or 36 mm, G100, leather and steel bracelet

The first criterion is size. The classical 39 mm AM2 remains comparatively short at around 44 mm in length, but its angular shape gives it considerable wrist presence. The 36 mm Slim appears significantly more compact and is better suited to smaller wrists or someone preferring the proportions of 1970s watches. The 39 mm version is particularly appropriate if the geometry of the case is intended to play an important visual role. The 36 mm prioritises comfort and discretion while retaining the same graphic signatures.

Movement choice depends heavily on the generation being considered. Older ETA 2892-A models provide recognised Swiss mechanics and obvious historical interest, Miyota 9015 watches are robust and comparatively straightforward to maintain, while the G100 offers significantly greater autonomy. The G100 is the most practical choice for current use thanks to its 68-hour power reserve. It allows the watch to remain unworn for much of a weekend without automatically requiring the time to be reset.

The green Grall dial is now one of the colours most immediately associated with March LA.B, while black remains considerably more discreet and Steel emphasises metallic reflections and changes in light. Mars editions frequently combine bronze, green and black in limited series. The black dial is generally the easiest choice for an AM2 intended for daily use. Grall provides greater personality and immediately separates the watch from a large proportion of conventional sport-chic designs.

The bracelet significantly changes the perception of the case. Steel extends the facets and gives the AM2 a sportier presence but also increases weight considerably. Perforated bison directly references the automotive culture claimed by March LA.B and reduces mass around the wrist. Perforated leather is probably the configuration most coherent with the AM2’s muscle-car inspiration. The quick-change system fortunately makes moving between steel and leather easy according to season or clothing.

Finally, the AM2 remains a characterful watch rather than a universally neutral design. Its shape, 4 o’clock crown, horizontal markers and multiple facets attract more attention than a simple round case. The 100 metres of water resistance and screw-down crown nevertheless permit genuine everyday use, including around water when the seals are properly maintained. Trying the watch on before purchase remains advisable because the square shape significantly changes the perception of its 39 mm dimensions. On a pre-owned piece, the case edges, condition of polished and brushed surfaces and correct operation of the date should be examined carefully. Other customers’ opinions are essential.

Conclusion

The March LA.B AM2 is aimed at enthusiasts seeking a strongly defined shaped watch rather than another interpretation of the traditional round case. Its sharp angles, 4 o’clock crown and four horizontal hour markers have created an immediately recognisable identity since 2012. Early ETA 2892-A versions have particular historical interest, Miyota generations document a more accessible period in the company’s development and the move to the La Joux-Perret G100 in 2022 contributes 68 hours of autonomy together with mechanical assembly in France. The 39 mm version remains the most expressive, while the 36 mm Slim adapts the same design language to smaller wrists. Calendar and GMT variations also demonstrate that the architecture can accommodate additional functions without losing its character.

To compare this spectacular design with real comfort, accuracy, finishing quality and ownership experience, Dialicious customer reviews provide a useful complement to the historical and technical analysis.

(Updated August 2026)