March LA.B is definitely a vibe. The brainchild of founder and CEO Alain Marhic almost a decade ago, the Paris-based brand is now fully formed with solid distribution in France, including the Printemps department store chain, two hometown Paris boutiques, and aspirations to expand internationally.
The brand's collection consists primarily of shaped watches with designs inspired by surf and beach culture spanning L.A. to Biarritz (hence the LA.B in the name), stylish travel by air, and the open American road. A light touch of seedy sophistication inclined poolside, and most definitely dark green—the dominant thematic color used liberally in its communications and marketing, as well as the tint on the see-through caseback of its mechanical pieces—is what's on the brand's mood board here.
After debuting at its first Watches and Wonders in 2026, March LA.B sent us a couple of its Mansart models for further inspection. Drawing inspiration from the perceived shape of Paris' Place Vendôme (which is actually a rectangle but looks octagonal) the model line utilizes an eight-sided, stepped case, featuring alternating brushed and polished faceted surfaces. The Mansart is named for Jules Hardouin-Mansart, the 17th-century French architect and builder responsible for Paris landmarks including Place Vendomes, as well as the Place des Victoires, the domed chapel of Les Invalides, and the Grand Trianon of the Palais de Versailles. Mansart, it seems, spent most of his career creating structures to serve as monuments to the 'Sun King,' Louis XIV.
First up, the Milady Mansart Chevrons in 28mm width. The watch, assembled in France, as are all the brand's models, features a Swiss-made Ronda 762 quartz movement and the octagonal Mansart stepped case in gold-plated steel with a distinct eight-sided crown at 4 o'clock, framing the machined guilloché chevron-patterned dial, with gold-plated hands and indexes. With a matching 7-link gold-plated metal bracelet featuring the brand's 'presto' quick-change system and a nicely concealed integrated clasp, it has a lug-to-lug width of 33mm and water resistance of 50 meters. The quartz movement, sans seconds hand, helps the Miladay Mansart Chevrons stay relatively thin in girth and aims to be an elegant accessory for day or night. Priced at $1,595, it's chic but not too fussy. "Sans chichi," as the French might say.
The Mansart Small Seconds Golden Hour is a beefier example of the angled case shape, measuring 35mm in width and 39mm in height; it boasts a Swiss La-Joux-Perret G121 automatic movement with a 68-hour power reserve and certainly has a significant and flashy presence on the wrist. The model I handled came on a black alligator strap stamped 'Made in France' on the March LA.B green-themed underside. While the strap is somewhat stiff, it has a substantial, quality feel with a matching gold-plated pin buckle that echoes some of the case angles.
The case demands attention, and even as it manages a relatively thin 11mm in thickness, it sits rather high on the wrist. While it certainly fits under a cuff, this isn't a dainty, ultra-thin dress watch, but more of a style statement. The gold monochromatic case, crown, dial, and dial furniture is a nifty and subtle choice that adds a touch of subtle elegance.
March LA.B—named for the month of Marhic's birth and the Los Angeles and Biarritz lifestyles that inspire the collection—is a French brand through and through, with its watches assembled in Besançon, in the French-Comté region that borders Switzerland. Its straps are made in-country as well. Company co-founders include Jérôme Mage, a French designer based in Los Angeles and the force behind the cult eyewear brand Jacques Marie Mage, and financier Joseph Châtel. Well established in France—its watches have been worn by President Emmanuel Macron—the brand is now looking to the U.S. and other international markets for expansion.
Alain Marhic (left) Joseph Châtel (center) and creative director Jérôme Mage (right). Photo courtesy March LA.B
Marhic says the brand wants to fill the price gap between entry-level mass-produced watches and luxury-priced Swiss offerings from the big, mainstream players. Prices for smaller quartz pieces start at about $1,000 and can reach as much as $4,200 for diamond-set bezel watches. On the men's side, prices start at less than $1,000 for Swiss quartz-driven pieces and up to about $3,600 for watches like the Mansart Small Second Golden Hour.
The Mansart Small Second Golden Hour sits at the higher end of the brand's price range. It's definitely putting style, fashion, and vibe ahead of technical specs. Still, the LJP G121 remains a very solid, reliable workhorse movement that competes with the best of the third-party movement manufacturers, and has become a go-to option for a bevy of boutique brands in recent years.
The movement is visible through the open caseback, and the brand has tinted the sapphire glass green to match its signature color. And while that doesn't give the most true-to-life look at the mechanics, it does underscore March LA.B's commitment to style.
The unique case, with 3 microns of gold plating, offers a usable 50 meters of water resistance. The rectangular crown, situated at 4 o'clock and with eight textured sides and the brand logo facing outwards, is certainly a differentiator. It's an oversized appendage with a shape making it slightly awkward to wind or set the time. Still, it's a key feature of the look that emphasizes the angles and continues the effort to make the Mansart stand out.
The uniqueness continues with the offset placement of the small second subdial on the lower left of the textured dial. The watch leans into the asymmetry of it all. I photographed the Golden Hour next to a classic dress watch from the same late 1970s era it clearly draws inspiration from. While thicker and more modern in its angularity, the Mansart didn't look out of place next to the classic gold Rolex. It certainly manages to give off similar glam vibes.
And just in case one tires of the monochromatic gold dial, March LA.B includes another in its signature green that is says it will swap out if you want. The first dial swap is free, the brand says.
If retro-glam posture is the intention, the Mansart Small Second Golden Hour certainly pulls it off. The automatic LJP movement and choice of offset small second display take things up a notch mechanically when compared to similar design-forward competitors, who often opt for quartz to keep cases slim and prices in check. If an 18-karat gold wristwatch is beyond your budget, or your personal safety and security comfort zone, the Mansart Small Second Golden Hour offers plenty of similar louche-glitter charm that will leave you some cash to fund the commensurate lifestyle.
For more click here.








