Visiting the March LA.B flagship store in Le Marais, Paris, feels less like stepping into a boutique and more like entering a living story. Surrounded by the chic rhythm of the 3rd arrondissement, the store embodies March LA.B’s unique DNA: a perfect blend of French elegance and Californian spirit.
When we first met the March LA.B team in Toronto, the connection was instant. But experiencing the brand on its home turf, in Paris, gave the encounter a deeper dimension. The moment we arrived, we were welcomed with the warmth and passion that has fueled this independent French brand for more than 14 years.
A Parisian Welcome — With a GMT Twist
The first order of business was wrist-related. As our host joked, “I never like to have naked wrists.” Out came a striking GMT watch, launched only six months ago, featuring four hands: hours, minutes, seconds, and the all-important GMT hand. Thanks to its square 41mm case and sapphire glass, it wore beautifully — distinctive yet understated, with fine dial details that instantly reminded us of March LA.B’s design philosophy: timeless with a touch of rebellion.
Suddenly, I didn’t feel “naked” anymore.
The Story of March LA.B
So, what exactly is March LA.B? The brand was born in 2009 from the vision of Alain Marhic and Joseph Chatel, lifelong friends of over 35 years, who shared what they called an “irrational idea”: to bring a new French voice to the highly coded and often inaccessible world of global watchmaking.
Alain, drawing on his experience in the watch industry from his years at Quiksilver Surf, returned to the Vallée de Joux to refine his knowledge of fine timepieces. He then invited Jérôme Mage — the creative force behind the acclaimed eyewear brand Jacques Marie Mage — to join as creative director. Joseph, meanwhile, oversaw the financial strategy of the venture.
Together, the trio launched March LA.B:
“March” for the month that held special meaning to the founders.
“LA.B” as an acronym for Los Angeles and Biarritz, the two cities where the partners lived and drew inspiration.
From these beginnings in Paris, the brand has since expanded internationally, staying true to its Franco-Californian identity.
Collections That Speak Volumes
During our visit, we explored the brand’s cornerstone collections:
AM2: The brand’s signature, available in classic, slim, and GMT variations. The Basque-inspired edition even features a day/date display in French and Basque, a nod to the founders’ roots.
Lady Monarch: March LA.B’s first dedicated women’s collection, proving that the brand refuses to simply “shrink men’s watches.” Instead, it crafts truly feminine, retro-futurist designs.
Unisex Appeal: While March LA.B emphasizes women’s collections, most of its timepieces are deliberately unisex — embracing the modern no-gender watch movement.
As we admired the pieces, it became clear: these watches aren’t just accessories. They’re statements.
Beyond Watches: A Creative Playground
Every March, the brand collaborates with artists, granting them carte blanche to reinterpret the brand’s spirit. From photography to surf culture references, these artistic partnerships reinforce March LA.B’s identity as a lifestyle brand, not just a watchmaker.
A Personal Parisian Connection
For me, visiting the Le Marais shop carried an extra layer of nostalgia. Growing up in Paris, not far from here, my parents owned a restaurant. As a child, I used to walk the streets between school and work, serving drinks and witnessing Parisian life firsthand. Coming back, decades later, to explore March LA.B felt like closing a circle — connecting my past with my passion for watches today.
Where to Find March LA.B
If you’re in Paris, make sure to visit their boutiques:
Le Marais: 50 Rue Charlot, 75003 Paris
Saint-Germain-des-Prés: (second location across the city)
And of course, for a deeper dive into the brand, its history, and our ongoing coverage, head over to WatchDNA.com/MarchLab
March LA.B is not just about telling the time. It’s about telling a story — of style, rebellion, and the seamless blending of French refinement with Californian cool.
