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.
MARCH LA.B is a Paris-founded microbrand, established in 2009, built around a single recognizable case shape — the AM2 — dressed up in vintage-military-inspired detailing and playful, frequently rotating colorways. Rather than chasing in-house movement development like the Swiss majors, the brand focuses on styling and accessible pricing, offering quartz and automatic references side by side within the same case design. Its catalog has expanded from the core AM2 into cushion-cased Bonzer and rectangular Mansart lines, along with dedicated women's references, but the AM2's rounded, vintage tool-watch silhouette remains the brand's clearest signature. For buyers, MARCH LA.B competes with other French and independent microbrands like Farer and Ferro rather than with Swiss heritage houses.
Country
France
Positioning
microbrand, fashion-adjacent
Main collections
AM2
$2,101
MARCH LA.B's signature vintage-military-inspired round case, the design that anchors most of the brand's catalog across quartz and automatic references.
Bonzer
$1,777
A cushion-cased line drawing on 1970s watch design, offering a squarer alternative to the round AM2 silhouette.
Mansart
$1,777
A rectangular dress line named after the French architect, extending the brand beyond its round tool-watch roots.
Milady Mansart
$1,291
A women's-focused rectangular reference built on the Mansart case, sized and styled for a smaller wrist.
Prices by collection
As of August 2026 — retail, before any market premium or discount
Vintage-military-styled reference; independent French pricing, no secondary-market premium.
Cushion-cased reference at the brand's accessible end; independent pricing, no secondary-market premium.
Rectangular dress reference; independent French pricing, no secondary-market premium.
Women's-sized dress reference, the brand's most accessible price point.
The brand
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.
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.
Why March LA.B matters
March LA.B matters because it built a genuine identity without competing on movement engineering at all — having started with Swiss-sourced movements at launch, the brand later shifted to Japanese quartz and automatic movements rather than developing in-house calibers, and instead puts all its energy into a single recognizable case shape, the AM2, dressed in frequently rotating, fashion-forward colorways. That's a deliberate bet that design distinctiveness, not manufacture credentials, is what makes a microbrand memorable.
The brand mixes 1970s-inspired retro dial design with those bold colorways, and picked up outsized visibility from being worn publicly by figures including French president Emmanuel Macron — attention few microbrands at this price point ever get. It competes less with heritage Swiss brands than with other fashion-adjacent microbrands on design distinctiveness at accessible prices.
Style, fit & buyer profile
The AM2 is the case that anchors most of the catalog: a rounded, vintage-military silhouette offered in both quartz and automatic references side by side, with interchangeable straps and dials that let buyers refresh the look without buying a new watch. The Bonzer takes a squarer, cushion-cased 1970s design as an alternative to the AM2's round silhouette.
The Mansart moves furthest from the brand's tool-watch roots: a rectangular dress line named after the French architect, with a dedicated Milady Mansart variant sized and styled for smaller wrists. Buyers choosing AM2 or Bonzer want the brand's core vintage-tool identity; buyers choosing Mansart or Milady Mansart want the same French, design-first attitude applied to a dress silhouette instead.
Price positioning
In the current 10h09 catalogue, the AM2 runs €1,560–€2,210, the Bonzer and Mansart both sit at €1,290–€1,840, and the Milady Mansart is the brand's most accessible reference at €920–€1,380. That's a narrow, consistent band across the whole catalog — March LA.B doesn't stretch from entry-level to flagship pricing the way larger brands do.
That positioning puts March LA.B well below Swiss heritage house pricing and in the same accessible-independent bracket as Farer, the brand it's most often compared against — the real choice between them is Farer's Swiss-made, COSC-certified tool-watch styling versus March LA.B's French-made, vintage-military fashion styling at a similar price.
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