March LA.B Crosses Continents & Time with the AM59 Watch Series

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May 2015

March LA.B timepieces provide a good balance of “left & right” (California & France) and “then & now” (modern & vintage) style.

For today’s watch releases, fusion is a big selling point for consumers. They often focus on hybrids of fashion and function, or tech and mechanics. March LA.B is also part of that mix. The brand is truly bi-continental. Originating from France, the company has its headquarters in both Los Angeles, California and Biarritz, France. And the influence of both time zones blends the modern L.A. feel and heritage French style.

From the French side, we get furiously beveled corners, chiseled indices, a fluted bezel, and carefully raised glass. The influence of the City of Angels is also clear, with the brand’s emphasis on its social responsibility. The green color is a common motif for the brand - as it can be seen on the case back of the AM59 – which is a symbol for the brand’s social work in the prevention of suicide.

Exhibition AM59 case back in green
Exhibition AM59 case back in green

You might have also noted that March LA.B timepieces are rooted in vintage traditions. This is because their aim is to transcend time, as shown by the AM50 Empire Automatic. The watches are refined and elegant, reflecting the philosophy that less is more. As a result, they also wear a little smaller on the wrist than modern watches - with a 36mm dial diameter – meaning your wrists get a dose of subtle style.

AM59 Empire Automatic
AM59 Empire Automatic

The brand’s founder and CEO, Alain Marhic, also has quite a mixed story himself, and we can better see the inspiration behind his brand. He founded two windsurfing academies in Brittany during the early 1990’s, and also had a successful modeling career. After a high level position with the Quiksilver group, Marhic took his sense of brand management and started the March LA.B odyssey.

Since then, March LA.B has developed 3 collections, based on the names of the three key people of the company. For Alain Marhic there is the “AM” series of classic and timeless watches. For the brand’s creative director Jerome Mage stands the more exclusive “JM” line of watches. And for business investor Joseph Chatel the brand introduced the “JC” series of more elegant timepieces.

MARCH LA.B AM59 “Black Beauty”
MARCH LA.B AM59 “Black Beauty”

As part of the collection carrying the CEO’s names, the new AM59 “Black Beauty” shows the brand’s philosophy. The French design is evident on the front, showing a sharp yet elegant sunray dial with silver indices. The California vibe and lifestyle can be seen on the flip-side, with a green colour exhibition case back. (VJ)


  • 36 mm round 316 L stainless steel case
  • Automatic Caliber MYOTA 9015 / Hour, minute
  • Around 42 H power reserve
  • MARCH customized date
  • Silver hands with luminescent treatment
  • Anti-reflective domed crystal with anti-reflective coating
  • Screwed green skeleton case back
  • Waterproof 10 ATM / 100M