MARCH LA.B
- Company typePrivate
- Founded2009
- HeadquartersParis, France
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
MARCH LA.B firmographics
Firmographics- Name
- MARCH LA.B
- Legal name
- MARCH LA.B
- Website
- https://march-lab.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
MARCH LA.B industry classification
Industry- Product category
- Luxury Watches
- NAICS
- Jewelry Retailers (45831), Jewelry Retailers (458310)
- SIC
- Retail-Jewelry Stores (5944)
- akta.pro primary industry
- Luxury Mechanical Watches (CRAKADAA)
- akta.pro secondary industries
- Dress/Formal Watches (CRAKADAF), Luxury Quartz Watches (CRAKADAB), Watch Retail (Authorized Dealers, Boutiques, Omnichannel) (CRAKADAL)
Keywords
Where MARCH LA.B is headquartered
LocationHeadquarters
- HQ city
- Paris
- HQ country
- France
- HQ region
- Europe
Offices3 records
Markets served
MARCH LA.B business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Watch Sales: Primary revenue from one-time purchase of luxury watches ranging from electric/quartz to automatic mechanical movements. Wide price range from entry-level ($627) to premium diamond pieces ($3,880+).
- Accessories and Straps: Sale of replacement straps in various materials (alligator, lizard, buffalo, bison, steel, silicone) and watch accessories.
- Lifestyle Products: Sale of branded merchandise including books, mugs, travel cases, business card holders, coasters, and luggage tags.
- After-Sales Services: Watch maintenance, repair, and servicing through company workshops in Besançon and Maryland.
- Engraving Services: Custom engraving personalization service for watches.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level electric watches (AM69, AM89 series) |
| Unit Pricing | Pay-as-you-go | Mid-range automatic watches (AM2, MANSART, BONZER, BELZA) |
| Unit Pricing | Pay-as-you-go | Premium mechanical dress watches (AM2 XS, MANSART Petite Seconde) |
| Unit Pricing | Pay-as-you-go | Ultra-premium diamond and precious metal ladies' watches (LADY MANSART Diamants, OBLONGUE Diamants) |
| Unit Pricing | Pay-as-you-go | Limited Edition pieces (Millésime Mars, BELZA Titane) |
| Unit Pricing | Pay-as-you-go | Accessories (straps, bracelets, buckles) |
| Unit Pricing | Pay-as-you-go | Lifestyle merchandise |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
MARCH LA.B product offering
Product offeringCore offering
MARCH LA.B designs, assembles, and sells luxury Swiss-French watches (mechanical automatic, mechanical manual, and quartz) through a direct-to-consumer e-commerce storefront and a Paris boutique. The core product line comprises octagonal-case men's collections (AM2, MANSART, AM69, AM89), sport-chic surf collections (BELZA, BONZER), and women's jewelry-style collections (LADY MANSART, MILADY MANSART, OBLONGUE, LADY VOLANTE), complemented by Swiss-made accessories, replacement straps, eyewear, branded lifestyle goods, and certified after-sales servicing.
Product overview
MARCH LA.B is a French watchmaker offering refined timepieces assembled in Besançon, France. The core product portfolio spans multiple watch collections unified by octagonal case design inspired by Place Vendôme architecture and 1970s aesthetics. Men's collections include AM2 (flagship octagonal 39mm with Automatic, Calendar, GMT, Slim, XS variants), AM69 (tonneau 36mm retro), and AM89 (neo-vintage 38mm 80s-inspired). Architectural MANSART collection features 34mm timeless designs with Petite Seconde sub-line. Women's offerings comprise LADY MANSART (26mm octagonal), MILADY MANSART (28mm), OBLONGUE (elongated 20mm contemporary), and round LADY VOLANTE with Disco Volante inspiration and SAUTOIR necklace variant. Sport-chic BELZA (40mm) and surf-inspired BONZER (41mm) complete the collection. Annual limited MILLÉSIME MARS editions celebrate the March founding month. The brand extends into French-made leather and steel bracelets, co-designed eyewear with Jacques Marie Mage, branded lifestyle goods, neoprene surf wear, and certified after-sales service workshops. Movement sourcing includes Swiss quartz (RONDA) for electric models, La Joux Perret mechanical calibers for AM2 XS dress watches, and Swiss automatic movements assembled in Besançon.
Differentiator
Problem solved
Functional benefit
Products and services
- AM2 Collection Flagship 39mm octagonal-case men's watch collection inspired by 1970s American muscle cars, available in Automatic, Calendar, GMT, Slim, Slim GMT, XS Extra Slim (32mm), and Electric movement variants. Targets style-conscious men seeking French-assembled Swiss-precision timepieces.
- AM69 Collection
Quantifiable outcome
- Swiss quartz movement accuracy with temperature regulation system
- +4 more outcomes
Companies that use MARCH LA.B
Customer profileSegments5 records
Ideal customer profiles4 records
MARCH LA.B technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature8 records
MARCH LA.B partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core.
- Bisontin Watchmakers (Besançon)coreHighly qualified watchmakers in Besançon who assemble Swiss movements from start to finish before casing into March LA.B watches. Partnership established in 2013 as part of the brand's French manufacturing pivot.
- Jérôme MagecoreCo-founder and Creative Director of March LA.B. Also founder of Jacques Marie Mage luxury eyewear brand. Based in Los Angeles. Contributed creative vision to the brand's design language and sunglasses collection.
- Alain MarhiccoreCo-founder and Managing Partner of March LA.B. Based in Biarritz, France. Brought watchmaking experience from Quiksilver and refined knowledge in the Vallée de Joux. Led the brand's shift to French assembly in 2013.
- Joseph ChatelcoreCo-founder and Financial Strategy Director of March LA.B. Longtime friend (35 years) of Alain Marhic. Regular visitor to Biarritz.
- Franche-Comté Leather Goods MakerscorePrestigious French assemblers and leather goods manufacturers in the Franche-Comté region. Produce watch straps and bracelets, including the signature Julien Faure Jacquard woven straps.
- Julien FaurecoreFrench manufacturer of Jacquard woven watch straps in Franche-Comté. Produces signature textile straps with interlocking lines pattern matching the brand's design language. Used in limited editions and select collections.
- La Joux PerretcoreSwiss movement manufacture providing mechanical movements. The D101 manual-winding caliber used in AM2 XS Extra Slim develops a 50-hour power reserve.
- RONDAcoreSwiss movement manufacturer supplying quartz calibers. The RONDA 762 features temperature regulation system and up to 45-month battery life with EOL indicator.
Scale indicators1 record
Recent moves6 records
Expansion highlights4 records
MARCH LA.B competitors and assessment
Company assessmentDirect peers
- Baltic Watches: French microbrand founded in 2017 with vintage-inspired mechanical watches ($500-$2,000) sold primarily DTC. Closely comparable as a younger French DTC watch brand targeting style-conscious consumers with retro-modern design language.
- Yema: French heritage watchmaker founded in 1948 with accessible price points ($300-$2,500+) and a strong French-assembly narrative. Directly comparable as another independent French watch brand competing in the same accessible-luxury segment with both mechanical and quartz offerings.
- William L. 1985: French watch brand with vintage-inspired mechanical and quartz watches in the $400-$2,500 range, sold through DTC and select retailers. Comparable as a French independent watchmaker with similar accessible-luxury positioning and design-driven identity.
- Lip (Hervieu Manufacture): Historic French watchmaker (1867) revived through French assembly and accessible mechanical watches ($200-$1,500). Comparable as a French-assembled independent watchmaker with DTC and dealer distribution at similar price points.
Broad incumbents
- Bell & Ross: Larger French watch brand (founded 1992) specializing in aviation/sport-luxury timepieces at premium price points ($2,000-$30,000+). Comparable as a French-designed watchmaker with distinctive design codes, but operating at significantly larger scale and broader distribution.
Emerging players
- Maurice de Mauriac: Independent Swiss/French-family watchmaker producing limited-edition mechanical watches ($2,000-$15,000+) with strong design identity and DTC emphasis. Comparable as an independent, design-led watchmaker operating at the intersection of French and Swiss heritage.
- Bamford London: British watch brand specializing in customization and limited-edition mechanical watches ($2,000-$10,000+). Comparable as an independent, design-led watchmaker leveraging limited drops, brand collaborations, and lifestyle extension to build premium positioning.
- Squale: Independent Swiss heritage dive-watch brand ($500-$3,000) with strong retro design language and limited-edition strategy. Comparable as an independent European watchmaker targeting style-conscious enthusiasts with vintage-inspired design and accessible pricing.
Regional players
- Junghans: German heritage watchmaker with minimalist and retro design language, particularly the Max Bill and Form A collections ($500-$3,000). Comparable as a European accessible-luxury watch brand with strong design-driven identity and mid-range price points, though serving a different geographic market.
Others
- Jacques Marie Mage: Luxury eyewear brand founded by MARCH LA.B co-founder Jérôme Mage, offering premium handmade sunglasses ($400-$1,200). Directly relevant as a sister brand sharing founder DNA and creative vision, with cross-brand collaboration products already in market.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
MARCH LA.B social profiles
Digital presenceMARCH LA.B financial estimates
Financial estimateRevenue estimate
Valuation estimate
MARCH LA.B leadership team
Management profileNumber of profiles
Profiles3 records
MARCH LA.B funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MARCH LA.B M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MARCH LA.B
What does MARCH LA.B do?
MARCH LA.B designs, assembles, and sells luxury Swiss-French watches (mechanical automatic, mechanical manual, and quartz) through a direct-to-consumer e-commerce storefront and a Paris boutique. The core product line comprises octagonal-case men's collections (AM2, MANSART, AM69, AM89), sport-chic surf collections (BELZA, BONZER), and women's jewelry-style collections (LADY MANSART, MILADY MANSART, OBLONGUE, LADY VOLANTE), complemented by Swiss-made accessories, replacement straps, eyewear, branded lifestyle goods, and certified after-sales servicing.
Is MARCH LA.B a public or private company?
MARCH LA.B is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was MARCH LA.B founded?
MARCH LA.B was founded in 2009. It employs 11 to 50 people.
Where is MARCH LA.B based?
MARCH LA.B is headquartered in Paris, France, in the Europe region.
How does MARCH LA.B make money?
Five revenue lines are on record. Watch Sales are the primary driver. The others are accessories and Straps, lifestyle Products, after-Sales Services and engraving Services.
Who are MARCH LA.B's main competitors?
Direct peers on record are Baltic Watches, Yema, William L. 1985 and Lip (Hervieu Manufacture). Bell & Ross is listed as a broad incumbent. Emerging players are Maurice de Mauriac, Bamford London and Squale. Junghans is listed as a regional player. Jacques Marie Mage is listed as an others.
Does MARCH LA.B have an API?
No public API is recorded for MARCH LA.B.
What industry is MARCH LA.B in?
MARCH LA.B's product category is Luxury Watches. Its primary akta.pro industry code is CRAKADAA, Luxury Mechanical Watches, with a secondary code of CRAKADAF, Dress/Formal Watches. Its NAICS code is 45831 and its SIC code is 5944.