March LA.B is a French independent watch brand that brings a highly distinctive, “dandy-chic” 1970s elegance to the watch market. By blending retro geometric shapes, unique case profiles, and a signature green color palette, March LA.B makes watches that feel like curated style objects.
Overview
Founded: 2009
Based in: Paris and Biarritz, France (assembled in France)
Typical Price Range: €500–€2,000 EUR
Known For: 1970s retro-styled cushion/square cases, off-center crown at 4 o’clock, signature green crystal casebacks, custom bracelets
Website: march-lab.com
Brand Story
March LA.B was founded in 2009 by friends Alain Marhic, Jérôme Mage, and Joseph Châtel. The brand’s name is a combination of their birth month (March) and “LA.B” representing Los Angeles and Biarritz, the two cities where they resided. Jérôme Mage, the creative force (also famous for his premium eyewear brand Jacques Marie Mage), designed the collections with a retro 1970s aesthetic. Headquartered in Paris and Biarritz, March LA.B has become a symbol of French lifestyle and design-led watchmaking.
Design Language
The March LA.B design language is strictly retro and elegant. Cases feature sharp angles, integrated bezels, and crowns offset at 4 o’clock. A key signature is their use of the color green—represented in dial details, green date wheels, and a green-tinted exhibition sapphire caseback. Textured dials, customized markers, and vintage-style steel bracelets complete their signature retro dandy look.
Movements & Manufacturing
March LA.B utilizes automatic movements from external suppliers. Standard collections use Japanese Miyota automatic movements, while premium collections are powered by Swiss-made La Joux-Perret automatic calibers. All design is handled in France, and final watch assembly and quality control are completed in Besancon, the historic capital of French watchmaking.
Notable Models
AM2 (2011): The brand’s signature square-cased model, featuring sharp angles, a retro dial, and a distinct 1970s vibe.
Mansart (2018): An elegant octagonal dress watch named after the French architect Jules Hardouin-Mansart, featuring a clean minimalist layout.
Belza (2016): A professional surf/dive watch named after the Villa Belza in Biarritz, featuring 200m water resistance and retro sports styling.
Why Enthusiasts Care
Enthusiasts value March LA.B for its design courage and sophisticated retro aesthetics. While many brands release simple vintage reissues, March LA.B creates entirely original 1970s-style designs with unique case profiles. Their French assembly, high design pedigree, and attention to detail make them a favorite for fashion-conscious collectors.
