March LA.B - History, Models and Owners' Reviews

March LA.B is a watch brand founded in 2009, born from a dual anchor between Biarritz and Los Angeles around Alain Marhic, designer Jérôme 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–1970s, designed for life rather than for display. The aesthetic embraces sophisticated restraint (polished-brushed cases, high-contrast dials, crown at 4 o’clock), while assembly is rooted in France, in a “as French as possible” approach.

The brand speaks to those who want a well-drawn, durable and legible object without needless fanfare.

Between Biarritz and Los Angeles: a deliberately seventies look

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’clock crown for comfort. On some “Electric” references, the date shows a green “3” 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.

Mansart, AM and Belza: strong identities, clear use-cases

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’clock crown signature runs throughout the collection. The aim is straightforward: each family maps to a wearing scenario without losing the brand’s common flair.

• March LA.B Mansart — Geometric French casework, sharp facets and sober dial; an architected piece tailored to chic-urban attire.
• March LA.B AM1 — Clean-cut sixties spirit, balanced proportions and strong legibility; the modernized “classic” for daily wear.
• March LA.B AM2 — A racier line, at times offered with a GMT for travelers; pronounced angles, assertive presence and comfortable reading.
• March LA.B AM69 — Compact format (36 mm on many versions), domed sapphire and a deliberate play of reflections; an elegant nod to period-correct mixed-size watches.
• March LA.B Belza — Surf-diver with Atlantic inspiration, grippy bezel and reinforced water resistance; a sport watch built for water… and for the city.

French assembly and Franco-Swiss calibres: the Besançon pipeline

Product development and assembly are conducted in France, with casing in Besançon, 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’s “Made in France” positioning while ensuring straightforward maintenance via partner watchmakers. Exact annual volumes are non communiqué, but strategy favors stable families over a proliferation of references.

Positioning, distribution and clientele: French-style “tool-chic”

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 communiqué). 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—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.

Conclusion

If you want a watch that is both dressy and concrete, with an updated 60s–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’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… owners’ experience will guide you better than any slogan.

Check out the Ranking of the best French watch brands, including March LA.B.

(Updated September 2025)