Issue 53
HEDON X MARCH LAB
March LA.B is a made in France luxury timepiece brand established between Los Angeles, California and Biarritz, France. Striking a balance between modern l.A. Style and French heritage detailing, the brand’s designs embody opposite yet complimentary aesthetics to create a new transversal time zone. Rooted in vintage inspiration, their timepieces are refined in their simplicity and assert the philosophy that less is more.
When We discovered the brand, we were immediately in love and impressed by their products, ethos and DNA. Alain Marhic, CEO of March LA.B being a sports enthusiast with passion for the design refinement of the 70s, we knew we both spoke the same love language in our products and identity. We understood each other completely and comfortably, a collaboration was a no-brainer.
Imagine the wardrobe of James Bond during the time of Sir Roger George Moore KBE but with a nice modern twist, attainable and affordable without compromising on quality or style. What more could one want?
Some behind the scenes and video of the final product.
Above is our favourite of the collection. It is the MANSART 18 Carats gold watch. Limited to only 20 pieces every made.
The collection is truly incredible and their mantra of "less is more" speaks to us loudly and naturally.
Below is more about the brand and all that they are about.
Above is our favourite of the collection. It is the MANSART 18 Carats gold watch. Limited to only 20 pieces every made.
The collection is truly incredible and their mantra of "less is more" speaks to us very naturally.
Below is more about the brand and all that they are about.
Alain Marhic, CEO of March LA.B
A sports enthusiast and a father of four, Alain Marhic is a man who has cultivated his passions founding 2 windsurfing academies in Brittany during the early 1990's as well as having had a successful modeling career. He joined the Quiksilver group in 1999 working at their world headquarters Cote Basque, near Biarritz. Eventually assuming the position of Director of Operations for the eyewear and watch divisions. With a vast business experience as well as an eye for design, fashion, and product development, Alain developed an acute sense of brand management working for a global giant in the action sports industry. In 2008, he made the audacious decision to leave everything behind. Driven by his passion for product he started the March LA.B odyssey. He is its founder and CEO.
Product Vision
March LA.B is a tribute to the timeless elegance of vintage watches. Our self-imposed creative requirement is to design timeless styles that will transmit to future generations, following the example set by the most exceptional watches of the past decades. The Mage–Marhic tandem focuses on that aesthetic concept to reveal outstanding timepieces, which are minimal, elegant and lower-profile with balanced proportions complimentary with the style of today’s urban dandy.
Watchmaker Mechanic
Until now, for industrial and economic reasons, March LA.B’s self winding mechanical movements were Japanese. High quality, reliable calibres, assembled in France; but from Japan. Then, towards the end of 2021, the tides turned. In the right direction. Hoisting the sail and setting course East directly toward Besançon. The reason? A partnership between Swiss movement maker La Joux-Perret and the family owned workshop Humbert-Droz from Besançon now allows for the entire assembly of Swiss mechanical movements in the French watchmaking capital. The result of this union? The G100, a new three-hand-date automatic calibre, equipped with a robust 68 hour power-reserve and a proven build which will be fully assembled by master watchmakers from Besançon of house Humbert-Droz. A process which directly follows the recent recognition of the Franco-Swiss Jura watchmaking know-how by UNESCO.
Strap Workmanship
Once assembled, the March LA.B timepieces are carefully paired with a variety of exotic and genuine leather straps: lizard Tupinambis Merianae from Argentina, alligator from Louisiana, Astra calf leather from France. All straps are handmade using classical techniques, which are recognized and praised worldwide by the most respected luxury brands. For the last thirty years, these craftsmen have merged traditional and cutting edge technologies to fashion straps with artisanal methods. The result of this savoir faire yields leather straps that embody distinction and heritage.
Craftsmanship
March LA.B dedicates rigorous attention to a wide range of subtleties, decorations and components that celebrate a strong and unique identity: finely worked crown placed at 4 o’clock, engraved case back, green signature highlights revealed through discreet touches, a bold case treatment with contrasting polished and hand brushed steel, customized dates and locking buckles that reflect the retro spirit of the brand.
PLANET MARCH. If you have 10 minutes, watch this fun and informative video about the brand and its beautiful products.