MARCH LA.B PRESS RELEASE
1. Brand Philosophy
MARCH LA.B is a France-made 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 and create a new transversal time zone. Rooted in vintage inspiration, these timepieces are refined in their simplicity and assert the philosophy that less is more.
MARCH: For the symbolism of the month, for the number 3, for its 3 founders.
LA.B: For the acronyms of Los Angeles and Biarritz – Two cities ignoring the delineations of time anddistance to create a new transversal time zone.
2. Brand Mission
Men of many passions, Jerome Mage and Alain Marhic have a clear vision and a true understanding for accessories, their field of expertise. With the creation of March LA.B, their positioning is extremely simple: to create product that they love. Jerome Mage in Los Angeles, California and Alain Marhic in Biarritz, on the Cote Basque, have made their vision reality... elegant watches for a sartorialist man; a man of character, chic and eclectic in his taste. A neo- gentleman true to the spirit of Alain Delon, James Hunt, or Steve McQueen, functional yet refined, the March LA.B accessories line is a tribute to these icons.
3. Brand History
March LA.B was first envisioned on the coast of France in the Cote Basque where Alain Marhic was responsible for Quicksilver’s global watch and eyewear divisions. During his numerous trips to Italian manufacturing partners and factories, the name Jerome Mage became frequently recurrent in conversation. Jerome’s work with the American eyewear brand, Spy, had publicly recognized him as a designer with an inordinate amount of talent. This notion led Marhic and Mage to ultimately meet and work together on a project creating a collection of watches for Quiksilver. The result redefined the watch division for the brand and gave birth to the transatlantic story that is March LA.B.
Following this first collaboration, the pair became inspired to realize the concept of their own timepiece brand- an ambitious project that had long been Alain’s vision. Alain Marhic consequently decided to leave his position at Quicksilver, with confidence in the talent of Jerome Mage. Alain then reached out to friend and financial advisor, Joseph Chatel to provide organizational support. Joseph immediately became drawn to the project and chose to join the team as a business angel. With Jerome Mage as the creative director, Alain Marhic as the founder/ business manager and Joseph Chatel behind the finances, the prospect of their new watch brand came to life in 2008.
4. 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.
Finally, March LA.B introduces timepiece, as anecdotal as it is timeless such as the truly inspired new Travel Clock or the Alarm De Luxe. An homage to the unmistakable style of the 70’s.
March LA.B introduces the very first collection entirely dedicated to the MARCH woman !A carefully refined and subtly elegant collection that borrows its name to the Palais Royal Gardens galleries… where the brand is opening it second boutique.
The AM series is the purest collection.A classic and timeless watch at ease in every situation.
AM1
The AM1 stands as the firstborn of the AM series. Its curves are a tribute to the eponymous style of the Sixties: simple, elegant with nuances of attitude and swagger. The AM1subtly and successfully twists the past and present aesthetic codes of watch making.
AM2
The AM2 speaks directly to the quintessential allure of March LA.B. By appealing to men with bravado and style. Its sharp, definitive angles distinguish these timepieces as a true standout. The AM2 is charismatic, aggressive and radically Seventies. Inspired by the Ford Mustang seat interior, the quilted band is the final retro-modern touch.
AM3
March LA.B introduces its boldest timepiece to date through the AM3. Inspired by muscle-car culture, the AM3 maintains a vintage quality without neglecting the sophistication that is synonymous with March LA.B. The masculine proportions and perforated leather strap pre-destine this particular timepiece as a staple for the fast and fashion-minded man.
AM3 Chronograph
This new «boosted» AM3 in 41 mm is designed for asphalt.
Equipped with a Swiss Quartz Chronograph, she runs bold proportions while keeping the natural elegance of her little famous iconic sister.
A bold tribute to the 70’s cars.
AM59
The AM59 perpetuates so dear toMARCH recurring aesthetic codes. Furiously beveled corners, crown knowingly shifted index precisely chiseled fluted bezel carefully and irresistibly raised glass ... A signature anachronistic dimensions (36 mm) in tribute to the finest references of our «favorite» shows 50 years.
AM69
1969 symbolic year !
The AM69 is a " timeless essential ".
This condensed simplicity while roundness is a true hymn to the basics.
A refined but racy watch, genuine allegory of the creators’ aesthetic vision.
AM89
New styles available in September
AGENDA
New styles available in September
SEVENTY by MARCH
The new SEVENTY from the MARCH collection dedicated to active and refined young people is a simplified focus of our AM69.A bare dial, a refined glass, a purified crown, a flat screwed case back for an elegant and more accessible watch assembled in other countries! An abstract of our dear «Less is more» available in 6 color combinations ranging from SEVENTY 1 to SEVENTY 6 ...our most beautiful years !A watch assembled with easy removable Perlon bands retro colors ideally suited to go surfing ...
The Women exclusive series is the most historical… a true homage to felinity…
VALOIS
The VALOIS is a subtle downsizes of our now famous and successful AM59.This little 28 mm well-rounded “ jewel “ underlines its elder sister aesthetic design codes to sublimate its natural glow…A classic “must have “ !
MONTPENSIER
In the true MARCH spirit and refinement, this pure and bold rectangle 22mm watch piece magnify your innate, natural allure. This MONTPENSIER faceted with love like a diamond concentrates the ambient light in order to highlight your precious wrist…
The Gentlemen traveller series… The dandy’s travel kit.
TRAVEL CLOCK
Designed as a vintage lighter, this pocket watch contains a clever « treasure» under its case finely chiseled in the MARCH way.
By dragging its cover as a modern dandy, you will show up a square 40 mm case animated by an elegantly highlighted alarm movement.
Watch out! Addictive effect guaranteed…
ALARM DE LUXE
Fallen into disuse, a desk clock is a « must have»for today’s aesthetes!
This 88 mm wide monolith engraved with the MARCH logo signature lines has been designed to sit on your George Nelson desktop…
An unusual item to contemplate without any moderation…
5. Manufacturing
DESIGNED IN LOS ANGELES - MANUFACTURED IN FRANCE-TIMELESS AESTHETICS
Foundation
In order to underscore the extreme precision of their designs, the creators of French brand, March LA.B has naturally partnered with renowned members of the watch-making industry. After an initial Franco-Swiss manufacturing collaboration, March has shifted its course to claim their «French touch»; aligning the brand with the heritage of traditional French watchmaking. By partnering with prestigious French assemblers and leather goods artisans in the area of Morteau, March LA.B has retained its scrupulous adherence to the principles of local watchmaking culture: technical expertise, reliability, and accuracy.
Watchmaker Mechanic
March LA.B timepieces are assembled by master watchmakers who have perfected the complexities of their craft. Their expertise ensures precise control and technical excellence. All components are constructed, tested and adjusted with painstaking detail in order to ensure the utmost quality. The custom MIYOTA 9015 movement is the heart of the March LA.B automatic collection. This perpetual precise and reliable engine is considered by specialists to be the most valuable for its cost.
Strap Workmanship
Once assembled, the March LA.B timepieces are perfectly paired with a variety of exotic and genuine leather straps: stingray from Thailand, 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 while fashioning straps with artisanal methods. The result of these labors yield 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.
6. Accessories for life
Everyday accessories to travel elegantly between Los Angeles and Biarritz ...
After creating leather bands to dress its watches collection, March LA.B has naturally worked with its prestigious French leather manufacturer to design a line of accessories for life.
A bold line, chic and refined matching scrupulously the iconic aesthetic codes of the brand.
Form firstly with these omnipresent angular shapes similar as the watches pouches.
Materials then, with the lizard brown or black and the savannah cognac so dear to the creators.
All being subtly underlined with that green lining true "signature" used on all March La.b watchbands.
Finally all these leather goods are carefully packaged in a black lizard boxes as for the "timepiece" range.
The olfactory signature of the 50 rue Charlot
An "Old leather" fragrance with notes of weathered leather, spices and sandalwood offered in a black lacquered glass signed a gold embossed label.
7. The Green Line
The March LA.B "Green Line" is a subtle green signature through discrete details.
The number 3 of the customized date reminding the founder’s favorites month.
The lining bracelets stitched a flange point of the emblematic color.
The bright «skeleton» background on the automatic versions.
All these refined touch celebrate a strong and unique identity.
March LA.B is socially conscious. Time and the watch structure life. The green color symbolizes life. This color code is recurrent in the brand’s creations.
The March LA.B Green Line expresses the will to assist associations in the work of suicide prevention, a socially taboo affliction that particularly concerns the lives of those involved with the brand. Suicide imposes public denial, and the danger of silence that accompanies it. By donating 1% of its benefits to associations helping suicide prevention, March LA.B wishes to fight this silence that kills. For our children, our families, our friends and our neighbors.
8. Biographies
Alain MARHIC
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.
Jerome MAGE
At 20 years old Jerome Mage left France to come to live indefinitely in Los Angeles, California where he quickly found himself in charge of the creative direction of a major action sports eyewear company. An expert in mixing fashion and technology, he founded his design agency in 2001. Since then, he has built a client list of devoted action sports companies such as Burton and Quiksilver. Passionate about history, especially all things related to the French 1st Empire period, Jerome Mage is an atypical designer. He can be seen behind the wheel of his powerful Mustangs, blasting T-Rex glam rock on the California highways or window-shopping at the Antiquarian Louvre Market while in Paris. He is a man of contradictions and passions, a true dirty dandy with a hint of retro-futuristic. He is the Creative Director of March LA.B.
Joseph CHATEL
MARCH LA.B Business angel.
9. Flagship Store
First Store in paris.
MARCH LA.B 50 Rue Charlot 75003 PARIS
Opening of the first MARCH LA.B location at 50 Rue Charlot 75003 PARIS
It is finally in Paris, between Los Angeles and Biarritz that MARCH LA.B has chosen to open its first showcase for watches and accessories...
This 75 sq m space across the building located in the heart of the “ haut Marais “ joins the first store of the brand on the street side as well as the offices on the courtyard.
This meeting place designed as an apartment has been created to be welcoming and friendly.
No desk, no counter ... but some comfortable and attractive armchairs and a working library to feel "at home" as a unique guest ...
Everything is designed to decomplex this normally so thoughtful purchase!
The space is clean, simple and bright.
The centerpiece is rectangular, walls are white, and the floor is a light oak flooring.
The lighting is warm and prolific. It highlights some meticulously and expertly mottled furnitures which are flirting with the 60’s and early 70s.
Californians iconic Charles and Ray Eames chairs are mixed with the chairs and luminaries form the famous French designer form the 60’s Alain Richard. Restored furniture of a leather basque country factory are surrounding an Eero Saarinen tulip rosewood table. A “ Mante Religieuse “ light from Rispal majestically illuminates these architectural references.
No place is left to hazard!
Wood, glass and brass are kings in this Parisian setting. Green color, the original signature of the brand is omnipresent.
Finally, Dimitri Coste masterful photos taken between Palm Springs and the Palais in Biarritz, are offering the final touch to give tothis place the suave and elegant atmosphere.
The so dear to MARCH LA.B California Franco dichotomy is fully respected.
The whole is coherent and consistent.
The intrinsic values of the brand are a clear readability.
POP & PARTNERS
Thomas MERCIER
- 01 42 21 07 04
MARCH LA.B Les Tuileries 44 Rue Luis Mariano 64200 BIARRITZ
ALAVIE SAS / R.C.S Bayonne / Siret 509 190 443 00028 / Code APE 4648Z / SAS au capital de 150 000 €
Tel ; + 33 559 474 606 Fax +33 559 221 046