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March LA.B is a France-made luxury timepiece brand with headquarters in Los Angeles, California and Biarritz, France. Striking a balance between modern L.A. style and French heritage detailing, the brand’s designs embody opposite yet complimentary aesthetics and create a new transversal time zone. Rooted in vintage inspiration, these timepieces are refined in their simplicity and assert the philosophy that less is more.



ALAIN MARHIC: March LA.B Founder

A sports enthusiast and a father of four, Alain Marhic is a man who has cultivated his passions.

Alain developed an acute sense of brand management assuming the position of Director of Operations for the eyewear and watch divisions at the QUIKSILVER group. In 2008, he made the audacious decision to leave everything behind.

Driven by his passion for product he started the March LA.B odyssey.

He is its founder and CEO.


Jerome MAGE

JEROME MAGE: March LA.B Creative Director

At 20 years old Jerome Mage left France to come to live indefinitely in Los Angeles, California where he quickly found himself in charge of the creative direction of a major action sports eyewear company.

An expert in mixing fashion and technology, he founded his design agency in 2001.

Passionate about history, especially all things related to the French 1st Empire period, Jerome Mage is an atypical designer.

He is a man of contradictions and passions, a true dirty dandy with a hint of retro-futuristic.

He is the Creative Director of March LA.B.




Joseph Chatel is an iconoclast of the financial world.

With a post-graduate degree in business law and taxation, he first became a legal and tax advisor to quickly turned to the entrepreneurial world that helds out to him.

Co founder and former president of DNCA Finances, he created in 2016 a new asset management company OPPCI named Pierre Premier Gestion.

Close friend of Alain Marhic, he allowed MARCH LA.B creation by naturally becoming his business angel and valuable adviser.

Invested in two asset classes: Asset Management and Lifestyle through watches, he growed its portfolio early 2017 by partnering with Philippe Starck to found Maison HELER, a new prestigious Hotel brand whose he is the president .



March LA.B is a tribute to the timeless elegance of vintage watches.

Our self-imposed creative requirement is to design timeless styles that will transmit to future generations, following the example set by the most exceptional watches of the past decades.

The Mage–Marhic tandem focuses on that aesthetic concept to reveal outstanding timepieces, which are minimal, elegant and lower-profile with balanced proportions complimentary with the style of today’s urban dandy.



In order to underscore the extreme precision of their designs, the creators of French brand, March LA.B has naturally partnered with renowned members of the watch-making industry.

After an initial Franco-Swiss manufacturing collaboration, March has shifted its course to claim their «French touch»; aligning the brand with the heritage of traditional French watchmaking.

By partnering with prestigious French assemblers and leather goods artisans in the area of Morteau, March LA.B has retained its scrupulous adherence to the principles of local watchmaking culture: technical expertise, reliability, and accuracy.



March LA.B timepieces are assembled by master watchmakers who have perfected the complexities of their craft.

Their expertise ensures precise control and technical excellence.

All components are constructed, tested and adjusted with painstaking detail in order to ensure the utmost quality.

The custom MIYOTA 9015 movement is the heart of the March LA.B automatic collection which have a two years warranty.

This perpetual precise and reliable engine is considered by specialists to be the most valuable for its cost.



Once assembled, the March LA.B timepieces are perfectly paired with a variety of exotic and genuine leather straps: stingray from Thailand, lizard Tupinambis Merianae from Argentina, alligator from Louisiana, Astra calf leather from France.

All straps are handmade using classical techniques which are recognized and praised worldwide by the most respected luxury brands.

For the last thirty years, these craftsmen have merged traditional and cutting edge technologies while fashioning straps with artisanal methods.

The result of these labors yield leather straps that embody distinction and heritage.



March LA.B dedicates rigorous attention to a wide range of subtleties, decorations and components that celebrate a strong and unique identity: finely worked crown placed at 4 o’clock, engraved case back, green signature highlight revealed through discreet touches, a bold case treatment with contrasting polished and handbrushed steel, customized dates and locking buckles that reflect the retro spirit of the brand.


The March LA.B «Green Line»  is a subtle green signature through discrete details.

The number 3 of the customized date reminding the founder’s favorites month.

The lining bracelets stitched a flange point of the emblematic color.

The bright « skeleton » background on the automatic versions.

All these refined touch celebrate a strong and unique identity.



Time and the watch structure life.

The green color symbolizes life.

This color code is recurrent in the brand’s creations.

The March LA.B Green Line expresses the will to assist associations in the work of suicide prevention, a socially taboo affliction that particularly concerns the lives of those involved with the brand.

Suicide imposes public denial, and the danger of silence that accompanies it.

By donating 1% of its benefits to associations helping suicide prevention, March LA.B wishes to fight this silence that kills. For our children, our families, our friends and our neighbors.

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