march lab am69


The French brand is keeping vintage flair alive with its new collection.

March LA.B, named after the initials of Los Angeles and Biarritz, is a blend of talent (founder Alain Marhic and his artistic director Jérôme Mage), Californian and French culture and passion for 70s car and watch design. All the watch collections from the up-and-coming brand based in Paris’s Marais and Palais Royal ooze vintage flair. Their small cases, signature dash of forest green (a colour dear to Alain Marhic which adorns both March LA.B’s Paris stores) and French production make them instantly recognisable.

A new collection is ending the year on a high: AM69. The name has little to do with the famous Gainsbourg-Birkin couple and their “69 erotic year”; it’s when Alain Marhic was born. The AM69 comes in seven models: Magnum, Higgins, Navy, Grall, Forest, Steel and Suprême. The first four are fuelled by the self-winding Myota 9015 calibre and the other three have a quartz movement. They all come in a 36mm steel case with “Palais Royal Paris” written on the dial.

march lab am69 both

Every dial has its own engraving and colour: sunburst green (Forest) or navy (Navy), vertical-brushed gold with a groove from 3 to 9 (Magnum), shimmering silver (Steel) or black with gold hands and markers (Suprême). The Higgins model (named after a main character in 80s TV classic Magnum) has a golden mustard dial with a metal check pattern to match the central seconds hand.

The simple but vital functions are laid out as follows: hours and minutes in the centre with luminescent dauphine-shape hands, seconds with a central seconds hand and date display at 3. The white date display turns green on the 3rd day of every month and green sapphire crystal covers the case back.

Three features separate the self-winding AM69 models from the quartz watches: the term “Automatic”, minute track and date display. The minutes on the mechanical models appear on the chapter rings but the others have them in the centre linking the edges of the applied bevelled markers and “jumping” above the date display which is rimmed in silver on the self-winding models.

Price: 495 EUR (quartz) – 995 EUR (self-winding) – 1095 EUR (Higgins)

By Sharmila Bertin


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