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The must-have Macro Loupe for all watch lovers

Aurore, a watch brand I was relatively unfamiliar with until I stumbled upon this little mechanical timer several years ago on eBay for a pittance. It's in pretty good condition and works well. Its use for me is more symbolic, but I use it, for example, to cook eggs or pasta. All in all, a simple little gadget.

A vintage chronograph for the home

Small chronograph bought on the net a few years ago, I was seduced by its vintage dial and its original telemetric scale compared to all the tachymetric scales found on most chronographs. Rose gold Arabic numerals, a signed buckle strap and a vintage typography. From a distance, the illusion works. You can easily change the strap on a standard 20mm. A good little watch not too wide (40mm) even if 38 would suit it better for the classic side. All that for a good hundred euros on sale. Enough to treat yourself without breaking the bank.

New vintage chronograph

This morning I was tidying up my old watches and stumbled upon the first watch I ever gave my wife in 1996: a small, very classic Yema quartz that, unfortunately, hadn't worked for a long time. I tried a new battery again; the second hand worked for a few moments and then stopped. I thought a blast with a demagnetizer might revive it, and lo and behold: the watch finally came back to life after 20 years sleeping in a box.

I figured I must have a strap somewhere, and voilà, problem solved.
My wife said, "What's this watch?"
"Actually, it's yours!!" "So, this is a good opportunity to post a review: let's be clear, it's not a Yema from its heyday, but it's nice to breathe new life into a watch I gave as a gift when I was just a student... As for the watch itself: gold case, mass-produced quartz movement, Roman numerals—very classic for a time when I wasn't particularly interested in watchmaking... things change."

Yema: résurection!

March LA B, a fairly confidential watch brand at the time I bought this watch directly on rue Charlot, their first boutique. At the time, it was not primarily attractive for its design and the very 70s universe (retro objects, body-built Mustang Shelby, sofas that Henri Verneuil's films would not disown). In short, a whole shopping experience, as they say in good maketeux. After this moment with Mr Marhic himself, what's left? A few negative points of reliability quickly resolved, but above all a beautiful emotion when I put it on my wrist. Attention to detail: the shape of the case, the green date in "march" on a black disc (discreet), screw-down crown (not on the new AM2s) well worked. Clearly, we pay for the visual rendering. Ronda quartz caliber. At least I had Swiss before its time. Of course, "made in France" on a two-tone black dial. A brand that I have been following for almost 10 years. Certainly a bit expensive in recent years compared to the calibers on board but with the G100 we are entering a new era. If you are looking for a strong and distinctive design, these watches are made for you.

The March of Time

I bought this speedmaster triple date a bit by chance during a sale at the municipal credit. A hesitation in the room and hop the beauty is mine. A bit capricious all the same, I had to have it serviced a year after the purchase. Very comfortable to wear, I like its dial with these 2 windows and its pointer date. A rather chic speedmaster but with questionable readability (with a black dial it's better I think). It's better to have a winder if you don't want to spend your time adjusting it. In the end it's a change from a speed pro and it remains quite original.

A speedmaster on a misunderstanding

Already the 4th Bulova that I buy. After having bought a modern military equipped with high frequency quartz, I told myself that I needed a real "tuning fork". It is done. The movement of the second hand on the dial is enjoyable and the noise, or rather the buzzing reminds you that you are in very high watch frequency. I hope that the movement is reliable, we will see in use. In any case a beautiful dress watch with an original case. The Roman numerals bring a very nice classic touch.

High Fidelity

March LA.B is a watch brand founded in 2009, born from a dual anchor between Biarritz and Los Angeles around Alain Marhic, designer J&eacute;r&ocirc;me Mage, and their partner Joseph Chatel. The first collections reached the market in 2011, with a clear promise: sleek everyday watches inspired by the 1960s&ndash;1970s, designed for life rather than for display. The aesthetic embraces sophisticated restraint (polished-brushed cases, high-contrast dials, crown at 4 o&rsquo;clock), while assembly is rooted in France, in a &ldquo;as French as possible&rdquo; approach.
The brand speaks to those who want a well-drawn, durable and legible object without needless fanfare.
<h3>Between Biarritz and Los Angeles: a deliberately seventies look</h3>
The design language draws on taut lines and controlled volumes: polished bezels edged by brushed planes, crisp facets that catch the light, clear dials where typography keeps legibility first, and a 4 o&rsquo;clock crown for comfort. On some &ldquo;Electric&rdquo; references, the date shows a green &ldquo;3&rdquo; once a month, a chromatic wink sometimes echoed by the green caseback. The grammar stays consistent across families: sensible sizes, integrated or straight bracelets depending on intent, and finishing that favors contrast over ornament. Within this framework, a stance of utilitarian elegance, free from excess, sets March LA.B apart from literal throwbacks: it salutes the era while drawing for today.
<h3>Mansart, AM and Belza: strong identities, clear use-cases</h3>
The range is organized into easy-to-grasp families: square or angular watches for assertive city wear, classic round models for versatility, and water-ready sport pieces for sea and active life. Diameters and thicknesses remain reasonable, finishing alternates polished and brushed surfaces, and the 4 o&rsquo;clock crown signature runs throughout the collection. The aim is straightforward: each family maps to a wearing scenario without losing the brand&rsquo;s common flair.
<ul>
<li>March LA.B Mansart &mdash; Geometric French casework, sharp facets and sober dial; an architected piece tailored to chic-urban attire.</li>
<li>March LA.B AM1 &mdash; Clean-cut sixties spirit, balanced proportions and strong legibility; the modernized &ldquo;classic&rdquo; for daily wear.</li>
<li>March LA.B AM2 &mdash; A racier line, at times offered with a GMT for travelers; pronounced angles, assertive presence and comfortable reading.</li>
<li>March LA.B AM69 &mdash; Compact format (36 mm on many versions), domed sapphire and a deliberate play of reflections; an elegant nod to period-correct mixed-size watches.</li>
<li>March LA.B Belza &mdash; Surf-diver with Atlantic inspiration, grippy bezel and reinforced water resistance; a sport watch built for water&hellip; and for the city.</li>
</ul>
<h3>French assembly and Franco-Swiss calibres: the Besan&ccedil;on pipeline</h3>
Product development and assembly are conducted in France, with casing in Besan&ccedil;on, while the engine relies on a recent Swiss base. Current collections integrate the automatic G100 calibre (La Joux-Perret), three-hands/date with extended power reserve, while some older references or quartz variants still coexist depending on the line. This organization serves product coherence: brand-led design, assembly control in France, and the reliability of a modern Swiss movement. In practice, the G100 movement is assembled in France prior to casing, reinforcing the collection&rsquo;s &ldquo;Made in France&rdquo; positioning while ensuring straightforward maintenance via partner watchmakers. Exact annual volumes are non communiqu&eacute;, but strategy favors stable families over a proliferation of references.
<h3>Positioning, distribution and clientele: French-style &ldquo;tool-chic&rdquo;</h3>
March LA.B sits in an upper-mid segment: careful finishing, a marked identity and a current-generation movement, at prices that remain below the most entrenched heritage houses (detailed ranges: non communiqu&eacute;). Distribution combines direct online sales, a network of selected retailers and a Paris boutique, with strong presence across France and partners abroad. The target audience is design-minded wearers who want a distinctive yet everyday-friendly watch&mdash;legible and well-built. In this equation, the value proposition leans more on design and assembly than on technical one-upmanship: right-sized proportions, contrasting finishes, on-wrist comfort and a personality recognizable at first glance.
<h3>Conclusion</h3>
If you want a watch that is both dressy and concrete, with an updated 60s&ndash;70s flavor, March LA.B offers clearly-drawn families: Mansart for architectural character, AM1/AM2/AM69 for refined versatility, Belza for everyday sport. The identity rests on measured volumes, polished-brushed surfaces, a discreet 4 o&rsquo;clock crown, and French assembly around a modern Swiss engine. To choose, start from intended use (urban, travel, aquatic), wrist-friendly size, and your preference (automatic or quartz depending on the lines). Finally, to confront drawing with real-world wear, consult Dialicious customer reviews: comfort, readability, perceived quality&hellip; owners&rsquo; experience will guide you better than any slogan.
Check out the<a href="https://www.dialicious.com/en/top/the_best_french_watch_brands"> Ranking of the best French watch brands</a>, including March LA.B.
(Updated September 2025)

La marque&nbsp;Serica a &eacute;t&eacute; cr&eacute;&eacute;e en 2019 par J&eacute;r&ocirc;me Burget et 3 amis &agrave; Paris, en France. Le nom Serica vient d'une r&eacute;gion perdue au bout de l'Extr&ecirc;me-Orient que les Grecs et les Romains avaient baptis&eacute;e ainsi. Ce lieu fait &eacute;cho &agrave; la gen&egrave;se de la marque, qui vise &agrave; concevoir des montres m&eacute;caniques de qualit&eacute; au style n&eacute;or&eacute;tro, pr&ecirc;tes &agrave; vous suivre aux confins du monde.
La gamme comprend des montres telles que la <a title="Page Serica 4512" href="https://www.dialicious.com/serica/4512">Serica 4512</a>, la <a title="Page Serica 5303" href="https://www.dialicious.com/serica/5303">Serica 5303</a> et la <a title="Page Serica 8315 GMT Chronom&egrave;tre" href="https://www.dialicious.com/serica/8315">Serica 8315</a>. L'une des particularit&eacute;s de cette marque est que son nom n'appara&icirc;t nulle part sur le cadran, afin de pousser le passionn&eacute; &agrave; acheter un design, des finitions et des proportions, et pas seulement un nom. En juillet 2023, Serica a lanc&eacute; la Serica 5303 COSC une version chronom&egrave;tre certifi&eacute;e par le Contr&ocirc;le Officiel Suisse des Chronom&egrave;tres.
Leur avant-dernier mod&egrave;le est la <a href="https://www.dialicious.com/serica/6190">Serica 6190</a> surfant sur les bases de la 1&egrave;re r&eacute;f&eacute;rence de la marque, la Serica 4512. Cette 6190 &eacute;pouse les codes stylistiques de la marque, des anses lyres, un choix de cadrans diff&eacute;rents et la possibilit&eacute; de choisir la position de la couronne &agrave; 3 heures ou en mode "Destro" &agrave; 9 heures. Cette Serica 6190 est &eacute;quip&eacute; du calibre Soprod M100 certifi&eacute; COSC (Contr&ocirc;le Officiel Suisse des Chronom&egrave;tres) &agrave; l'intar des productions actuelles des autres mod&egrave;les 5303 et 8315.&nbsp;
La Serica Parade est quand &agrave; elle une collection audacieuse lanc&eacute;e en novembre 2024...&nbsp;Une montre habill&eacute;e sortant des sentiers battus nomm&eacute;e "Parade" sous la r&eacute;f&eacute;rence 1174. Ces 4 chiffres, comme toutes les autres r&eacute;f&eacute;rences Serica, propose une symbolique issue du nombre d'or ou divines proportions dont le ratio entre la longeur et la largeur sont de 1,174... Une montre tr&egrave;s &eacute;l&eacute;gante propos&eacute;e &agrave; 1,490 &euro;.
Mars 2026 est une date importante avec le lancement d'une nouveaut&eacute; attendue par les collectionneurs... Enfin une Serica avec la fonction Date. La&nbsp;<a href="https://www.dialicious.com/serica/5330">Serica 5330</a> reprend les codes de la 5303 avec de multiples &eacute;volutions esth&eacute;tiques permettant d'int&eacute;grant le guichet date tout en subtilit&eacute;, comme Serica nous en donn&eacute; l'habitude. Patience, les pr&eacute;-commandes viennent d'ouvrir pour une 1&egrave;re livraison pr&eacute;vue d&eacute;but mai 2026, au prix de 1,690 &euro;.
L'ann&eacute;e 2026 ne s'est pas arr&ecirc;t&eacute;e l&agrave;, avec lancement en Mai d'une <a href="https://www.dialicious.com/serica/7505">nouvelle collection Serica nomm&eacute;e 7505</a>&nbsp;et proposant une d&eacute;clinaison de la filed watch 6190 dans un format plus petit en 35mm, plus adapt&eacute; aux petits poignets. Serice ne fait rien &agrave; la l&eacute;g&egrave;re et accompagne cette nouvelle collection d'un nouveau bracelet Bonklip plus robuste. Le signe de la maturit&eacute; pour la marque qui r&eacute;pond ainsi &agrave; une demance clairement exprim&eacute;e par ses clients.
<h2>Quel est le prix d'une montre Serica ?</h2>
Les prix des montres Serica &eacute;voluent et diff&eacute;rent selon les mod&egrave;les. La plupart co&ucirc;tent entre 990 &euro; et 1,890 &euro; selon les mod&egrave;les et finitions. Le mod&egrave;le GMT de la marque, Serica 8315 GMT Chronom&egrave;tre co&ucirc;te 1,890 &euro; tandis que le dernier mod&egrave;le lanc&eacute; par Serica, la r&eacute;f&eacute;rence <a href="https://www.dialicious.com/serica/6190">6190</a> est propos&eacute;e &agrave; 990 &euro;.
Serica est ind&eacute;pendante et produit environ 5,000 montres par an, tous mod&egrave;les confondus. Serica fait partie du <a href="https://www.dialicious.com/top/les_meilleures_marques_de_montres_francaises">Top 10 des marques de montres fran&ccedil;aises les plus populaires</a>, ainsi que du <a href="https://www.dialicious.com/top/les_meilleures_micro_marques_de_montres">Classement des meilleures micro-marques de montres</a>. Pour choisir le mod&egrave;le Serica qui vous correspond le mieux,&nbsp;les avis clients Dialicious sont une ressource essentielle pour &eacute;valuer les diff&eacute;rents mod&egrave;les &agrave; travers l'exp&eacute;rience r&eacute;elle des clients
(Mise &agrave; jour Novembre 2024)

The brand&nbsp;Serica was created in 2019 by J&eacute;r&ocirc;me Burget and 3 friends in Paris, France. The name Serica comes from a lost region at the end of the Far East that the Greeks and Romans named it like this. This place echoes the genesis of the brand, which aims to design quality mechanical watches in a neo-retro style, ready to follow you to the ends of the world.
The range includes watches such as the&nbsp;<a href="https://www.dialicious.com/en/serica/4512">Serica 4512</a>, the&nbsp;<a href="https://www.dialicious.com/en/serica/5303">Serica 5303</a> and the&nbsp;<a href="https://www.dialicious.com/en/serica/8315">Serica 8315</a>. One of the particularities of this brand is that its name does not appear anywhere on the dial, in order to encourage the enthusiast to buy a design, finishes and proportions, and not just a name. In July 2023, Serica launched the Serica 5303 COSC, a chronometer version certified by the Swiss Official Chronometer Testing Institute.
The&nbsp;<a href="https://www.dialicious.com/en/serica/6190">Serica 6190</a> surfing on the bases of the brand's first reference, the Serica 4512. This 6190 follows the stylistic codes of the brand, lyre lugs, a choice of different dials and the possibility of choosing the position of the crown at 3 o'clock or at &ldquo;Destro&rdquo; mode at 9 o&rsquo;clock. This Serica 6190 is powered with the Soprod M100 caliber COSC (Official Swiss Chronometer Certification) certified, like the current productions of the other 5303 and 8315 models.&nbsp;
The Serica Parade is a bold collection launched in November 2024... A dress watch that breaks the mold, named &ldquo;Parade&rdquo; and bearing the reference number 1174. These four digits, like all other Serica reference numbers, embody the symbolism of the golden ratio&mdash;or divine proportions&mdash;where the ratio of length to width is 1.174... A very elegant watch priced at &euro;1,490.
March 2026 is an important mark with the launch date of a new model eagerly awaited by collectors... Finally, a Serica with a date function. The <a href="https://www.dialicious.com/en/serica/5330">Serica 5330</a> builds on the design of the 5303 with numerous aesthetic updates that allow for the date window to be seamlessly integrated, as we&rsquo;ve come to expect from Serica. Be patient&mdash;pre-orders have just opened for a first shipment scheduled for early May 2026, priced at &euro;1,690.
But 2026 didn&rsquo;t stop there: in May, the brand launched <a href="https://www.dialicious.com/en/serica/7505">a new Serica collection called 7505</a>, featuring a smaller 35mm version of the 6190 watch, better suited for slimmer wrists. Serice doesn&rsquo;t do anything halfheartedly, and has paired this new collection with a new, more robust Bonklip strap. This marks a sign of maturity for the brand, which is thus responding to a demand clearly expressed by its customers.
<h2 dir="ltr">How much does a Serica watch cost?</h2>
The prices of Serica watches change and differ depending on the model. Most cost between &euro; 990 and &euro; 1,890 depending on the models and finishes. The brand's GMT model, Serica 8315 GMT Chronometer costs &euro; 1,890 while the latest model launched by Serica, the reference&nbsp;<a href="https://www.dialicious.com/en/serica/6190">6190</a> is offered to &euro; 990.
Serica is independent and produces around 5,000 watches per year, all models combined. Serica is part of the&nbsp;<a href="https://preprod.dialicious.com/en/top/the_best_french_watch_brands">Top 10 most popular French watch brands</a>, as well as&nbsp;<a href="https://www.dialicious.com/en/top/the_best_micro_watch_brands">ranking the best micro watch brands</a>. To choose the Serica model that best suits you, <a href="https://www.dialicious.com/en/serica/5303">Serica 5303 reviews</a>, <a href="https://www.dialicious.com/en/serica/4512">Serica 4512 reviews</a>, <a href="https://www.dialicious.com/en/serica/6190">Serica 6190 reviews</a> or <a href="https://www.dialicious.com/en/serica/8315">Serica 8315 reviews</a> are an #1 resource for evaluating different models through real customer experience.
(Updated December 2025)

Marchlab customer for a few years, I wanted to offer one to my wife for the holidays. I came across this pretty Sixty pink dial. The finish is always very neat despite a production that does not bear the "made in France" price tag. The perlon bracelet is very qualitative, soft with a beautiful signed buckle. Screwed back, waterproof 10 ATM, enough to swim without a second thought. Small downside on reliability: the Miyota movement was changed under warranty 6 months after purchase. A youth defect ... My wife loves its pink dial and its comfort reinforced by its crown at 4 o'clock. The watch is versatile thanks to the interchangeable bracelet.

Crocket92's review on his March LA.B Sixty

March L.AB Sixty

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