March Lab
For those who appreciate unique style over mass market sameness.
Founded in 2009 in France, MARCH LA.B is a microbrand known for its blend of retro aesthetics and contemporary design in quartz and automatic watches. It offers distinctive styling at accessible price points, catering to watch enthusiasts looking for fashionable timepieces outside the mainstream Swiss hierarchy.
Country
France
Founder
Alain Marhic, Jérôme Mage & Joseph Chatel
Positioning
microbrand, quartz, retro-design
About March LA.B
March LA.B was founded in 2009 by three friends, Alain Marhic, Jérôme Mage, and Joseph Chatel, based between Los Angeles and Biarritz — hence 'LA.B' — with 'March' drawn from the month shared by several of their birthdays. Their debut models, the AM1, JC1, and JM1, launched in 2011 as Swiss-movement quartz watches priced around €700–800.
A French Identity Built Over Time
March LA.B initially leaned on Swiss partners for movements, but over the 2010s shifted its assembly and casing work toward Morteau, a historic Jura watchmaking town in France — positioning itself explicitly as a French brand rather than a Swiss-brand imitation.
Where March LA.B Sits Today
The brand mixes 1970s-inspired retro dial design with fashion-forward colourways, and has picked up visibility from being worn publicly by figures including French president Emmanuel Macron. It competes less with heritage Swiss brands than with fashion-adjacent microbrands on design distinctiveness at accessible prices.
Browse all 43 references
- AM1 Electric Forest — AM1EFTBP01
- AM2 Electric Navy — AM2EOCBP04
- AM2 Slim Electric Forest — AM2SEFTBP01
- AM2 Slim Electrique Navy — AM2SEOCBP01
- Bonzer Electrique — BONZERESLSI01
- VOLANTE Cheetah — LADYVECAAL01
- Lady VOLANTE Nacre — LADYVENAGO01
- Lady VOLANTE Caviar Supreme — LADYVESPAL01
- AM69 Electric Forest — AM69EFTS310
- Bonzer Electrique Ocean — BONZEREOCS310
- Mansart Forest Electrique — MANSARTEFTS710
- Lady Mansart Electrique Forest — LADYMEFTS910
- Lady Mansart — LADYMEWTS910
- Milady Mansart — MILADYEFTS910
- Lady Mansart — LADYMECLS911
- Lady VOLANTE Malachite — LADYVEMAGO01
- Milady Mansart Electrique Emerald — MILADYEEMAL03
- Milady Mansart — MILADYESLS910
- Lady Mansart Cheetah — LADYMECAS911
- Milady Mansart — MILADYEGDS911
- Oblongue Forest — OBLONEFTSG10
- Oblongue — OBLONEWTAL03
- Lady Mansart Electrique — LADYMEMTS914
- Oblongue Continental — OBLONECLSG11
- Oblongue Supreme — OBLONESPSG11
- AM2 Calendar Grall — AM2CAGLBP01
- AM2 Calendar Automatique Phantom — AM2CAPMBC01
- AM69 — AM69AWTLE01
- AM89 — AM89AOCOP01
- Bonzer — BONZERADGSI01
- Mansart Grall Date — MANSARTAGLDLE01
- AM2 — AM2AGLOP04
- AM2 Slim — AM2SAGLOP04
- AM2 XS — AM2XSMGLLE01
- Belza — BELZAAFTSI01
- Mansart — MANSARTAWTDAL01
- AM2 — AM2ASLAL01
- AM2 GMT — AM2GMTABKSI01
- Bonzer — BONZERABZSI01
- Mansart Grall Petite Seconde — MANSARTAGLSS710
- Mansart Shelter Petite Seconde — MANSARTASRAL01
- Belza Ocean — BELZAAOCS310
- Mansart Golden Hour Petite Seconde 2 — MANSARTAGDAL01