March LA.B
Besancon, France · Est. 2009
Founded by Alain Marhic, Jérôme Mage, Joseph Chatel
March LA.B is an independent French watch brand designed in Los Angeles and assembled in Besancon by prestigious French craftsmen, bridging bold Californian creativity with the technical excellence of Franche-Comte watchmaking tradition. The brand champions French horological heritage while offering beautifully crafted timepieces at accessible prices.
- Founded
- 2009
- Headquarters
- Besancon, France
- Group
- Independent
- Price Segment
- Mid
- Status
- Active
Key Collections
- AM2 — March LA.B's flagship model, inspired by vintage American field watches, featuring cushion cases, strong legibility and an immediately recognisable design character. Available in numerous dial and strap configurations.
- Hamilton — A slim, classically proportioned dress watch from March LA.B, referencing American watchmaking heritage with clean dial architecture and French assembly quality.
- AM1 — The original March LA.B model that established the brand's design language: bold, vintage-American aesthetics assembled in Besançon using quality Swiss movements.
Timeline
- 2009 — March LA.B is founded by Alain Marhic, Jérôme Mage and Joseph Chatel, with design offices in Los Angeles and Biarritz and assembly in Franche-Comté, France.
- 2014 — The AM2 launches to critical praise from the watch community, establishing March LA.B's signature aesthetic: bold, vintage-American, impeccably crafted.
- 2018 — March LA.B opens a dedicated service atelier in the United States alongside its French workshops, expanding its after-sales capability for American customers.
- 2022 — The brand releases the AM2 Breizh limited edition, honouring Brittany's cultural heritage and demonstrating its commitment to collaborative, storytelling-driven releases.
- 2025 — Unveils the AM69 Magnum chronograph in a 40mm cushion case, continuing the brand's vintage-meets-modern French design philosophy with new colourways.
Frequently Asked Questions about March LA.B
- Where are March LA.B watches designed and made?
- March LA.B watches are designed in Los Angeles and assembled in Besançon, France — the historic capital of French watchmaking — using quality Swiss movements and partnering with prestigious French craftsmen.
- What does 'March LA.B' stand for?
- The name references the founders' Los Angeles roots (LA) combined with a laboratory ethos (B for Bureau/Lab), reflecting the brand's experimental, workshop-driven spirit within the French watchmaking tradition.