The new March LAB AM2 Titanium “Millésime March 2024”

Founded in 2008, March LAB is run by three close friends – Alain Marhic, Jérôme Mage and Joseph Châtel. With CEO Marhic rooted in Biarritz and Creative Director Mage based in Los Angeles, the fusion of French horological heritage and LA design culture is evident in March LAB timepieces. While vintage influences permeate their creations, the brand’s vision is to introduce new timeless watch designs that transcend eras and not mimic the past. Their aesthetic ethos revolves around minimalism, elegance, and understated profiles, yet with meticulous attention to detail.

From the finely decorated crown positioned almost uniquely at 4 o’clock to intricately decorated dials and contrasting polished and hand-brushed case finishes, March LA.B watches embody a distinct identity, marrying tradition with contemporary design elements. Let’s see how all this applies to the new March LAB AM2 Titanium “Millésime March 2024”, an annual and minimal edition series to honour March, the very month when March LAB started its watchmaking journey.

This new titanium version introduces a fresh interpretation of the AM2 time and date model, characterized by its distinctively shaped 39mm titanium case. The octagonal case presents a striking aesthetic, exhibiting sharp, angular sides and a blend of polished finishes. Notably, the titanium crown, adorned with the brand’s emblematic intertwined lines, is positioned at 4 o’clock, adding to the watch’s unique character. While it is not of the screw-down variety, the timepiece boasts a commendable 100m water resistance, ensuring reliability. The engraved crown, integrated into the case, contributes significantly to the overall design ethos. To achieve a slimmer profile, March LAB has opted for a thinner sapphire crystal, resulting in a refined height of 11.5mm. Slim and lightweight (91g total), the AM2 Titanium “Millésime March 2024” feels very comfortable when worn on the wrist.

The grey monochromatic dial of the AM2 Titanium exemplifies the brand’s attention to detail. Featuring two layers, the lower part near the dial’s periphery showcases a fine minutes track in black print, accentuated by tiny Super-LumiNova dots adjacent to shiny, cut-out, steel, applied hour indices. The larger indices at 11, 1, 5, and 7 o’clock are positioned horizontally, with shorter horizontal markers denoting 3 and 9, while the remainder adopts angled formations, resembling forward- or backslashes to optimize space. The 12 o’clock index stands vertical for distinction.

Elevating the dial’s allure, the raised central layer is adorned with a striped motif reminiscent of the brand’s signature patterns, a feature I believe is exclusive to this model. The finely cut metal M logo is positioned below the 12 o’clock mark and adds a touch of refinement. The hands, fashioned as sticks with split ends, feature thin, luminous inlays for enhanced visibility. The central seconds hand, in a dark green hue, matches the “titanium” text on the dial, sitting on top of the black-printed “Automatic” and “Made in France.” The fan-favourite step-framed date window, located at 6 o’clock, exudes a retro charm, presenting stylish numerals printed in white on a black disc. As expected, the date appears green when the aperture aligns with the 3rd for it’s a signature March LAB feature.

Flipping the timepiece reveals a solid screwed titanium caseback with a vertical brushed finish, adorned with the brand’s signature M logo. While a more elaborate decoration akin to the Millésime 2023 series would be appreciated, the austere design this year aligns seamlessly with the overall grey aesthetic of the watch. The caseback displays the limited edition number (XXX/133) and emphasizes its French origin alongside the mention of the Swiss movement.

The movement powering the AM2 Titanium “Millésime March 2024” is the Swiss-made G100, built with 24 jewels, operating at a frequency of 28,800 vibrations/hour and with an impressive power reserve of approximately 68 hours. Distinguished by a solid tungsten ball-bearing rotor (unidirectional) and a KIF anti-shock device, this La Joux-Perret calibre is not an ETA 2824-2 clone, yet it is a good replacement option for the 2824-2 or Sellita SW200-1 (Miyota 9015 included) due to sharing similar dimensions and other factors, should you wonder. Although the movement’s decoration remains concealed, it is fair to expect nice finishes. Also, March LAB assures precision within -4 to +6 seconds per day (same as COSC). Noteworthy is that movement components are manufactured in Switzerland and then assembled by March LA.B watchmakers in France, adding – literally – more of a French touch to the timepiece.

A novel addition to the March LA.B offer, which debuts with this model, is the 20mm full titanium 2-part bracelet with H-shaped brushed links and convenient quick-release spring bars. However, the “jewellery clasp” closure, inspired by the 1970s aesthetic, may challenge modern individuals accustomed to seamless operation. The mechanism involves a folding section adorned with the brand’s logo, looping into and over a bar on the bracelet’s other part. While the process may sound straightforward, the reality proves otherwise. Does this minor inconvenience tarnish the overall impression? Certainly not.

While the brand offers an array of leather, silicone, and Perlon straps, the titanium bracelet harmonizes seamlessly with the overall aesthetic, contributing to a refined and coherent appearance. The mix of polished and brushed surfaces on both the case and bracelet injects an element of user enjoyment, lending the watch a distinctive look. Despite personal reservations about shaped watches, the AM2 intrigued me – and perhaps you – enough to reconsider.

Priced at EUR 2,295, the March LAB AM2 Titanium “Millésime March 2024” is limited to 133 pieces and is now available. For further details, explore march-lab.com.