Introducing March LA.P Unveils Three New Editions from the AM2 Collection

March LA.B was founded in 2009 by three partners, lain Marhic, Joseph Chatel, and Jérôme Mage. The name "March" was inspired by the month of March, which holds personal significance for the founders, while "LA.B" represents the two cities that define the brand's dual identity: Los Angeles and Biarritz. After two years of research and development, the brand launched its first collection in 2011, featuring models such as the AM1, JC1, and JM1. These watches combined a 1970s-inspired design with more accessible prices compared to major luxury watch brands. Today, more than 14 years later, March LA.B continues to focus on innovation and design, blending French craftsmanship with the Californian spirit. In this article, we will introduce the brand’s latest releases, which include the “AM2 SLIM AUTOMATIC Ultimate” Watch in two colors, as well as the “AM2 AUTOMATIC Ultimate” Watch.

The three Watch Square cases share several similarities, all featuring a 1970s-inspired aesthetic with faceted, octagonal brushed stainless steel cases and sapphire crystals anti reflective protecting the dial. Each watch also features a transparent green skeleton case back that reveals the movement. The brand’s signature screw down crown, positioned at the 4 o'clock, is intricately engraved with the interwoven March LA.B M logo. All three models feature a distinct octagonal-shaped bezel and a brushed finish, giving them a robust and prominent presence, with a water resistance of up to 100 meters. However, there are key differences among them.

The "AM2 Automatic Ultimate" features a 39mm diameter and 12.5mm thickness, with a black DLC-coated stainless steel case. In contrast, the "AM2 SLIM Automatic Ultimate" is available in two variations, one with a 36mm stainless steel case and another with a 36mm green PVD-coated stainless steel case, both with a slim profile of just 11.32mm in thickness.

All three watches feature a dual-layer dial with cut-out hour indexes, which give the watches a distinctive, modern look. Each model is engraved with the signature intertwined lines of the March LA.B logo, while the white printed railway track surrounding the dial provides an elegant and timeless touch. The fork-shaped hands are designed for optimal readability with luminova coated. Additionally, the date window at 6 o'clock is framed and displays retro-style numerals that turn green on the third of every month.

Differences emerge primarily in the dial finishes and overall color schemes. The AM2 Automatic Ultimate features a classic black guilloché dial, which adds intricate texture and depth. This model has a more traditional, luxurious feel due to its rich engraving. On the other hand, the AM2 Slim Automatic Ultimate comes with a sunray or brushed green and black dial, offering a more contemporary, dynamic appearance. The combination of white and gold-colored railway tracks surrounding the dial further distinguishes this model, giving it a refined yet bold contrast. Finally, the AM2 Slim Automatic Ultimate stands out with its green guilloché dial, offering a fresh, vibrant twist.

In summary, while the core design of the dials remains consistent across all three watches, with the same hour markers, hands, and date window features, the differences in dial textures, color schemes, and case finishes offer distinct styles suited to various tastes.

All three watches are powered by the Caliber G100 automatic movement, developed through the collaboration between the Swiss manufacture La Joux-Perret and the Besançon family house Humbert-Droz. This movement operates at a frequency of 28,800 vph (4Hz), ensuring smooth and precise timekeeping. Equipped with a Stop Second mechanism function, it maintains an accuracy range of -4 to +6 seconds per day and offers a 68-hour power reserve.

All three watches come with a bracelet that perfectly matches the color and material of the case. Priced at USD 1,855, which is approximately equivalent to AED 6,800.

For more information, you can visit the official website for March LA.B.