The AM89 model is a pretty 38 mm watch that is round and streamlined at the same time. The horns of the polished-brushed case are sharpened and the light flats around the bezel bring a touch of modernity to this more classic watch.


The AM89 model is a pretty 38 mm watch that is round and streamlined at the same time.

The horns of the polished-brushed case are sharpened and the light flats around the bezel bring a touch of modernity to this more classic watch.

It is driven by the Franco-Swiss G100 movement with 3 hands and date offering 68 hours of power reserve.

The dials, which can be sunburst or brushed depending on the color, are equipped with dials with striated indexes under a raised and domed sapphire crystal.

The crown positioned at 4 o'clock, the brand's signature, is smaller and more refined but still guilloché with the interlaced lines of the M de March LA.B.

The needles have been simplified to the essentials.

The counter surrounded by a chiseled steel window features a date stamp with very retro white numerals printed on a black background, revealing the number 3 in green once a month.

On the back of the watch, the green skeleton background reveals the G100 movement whose mass has been perforated with the 3 intersecting March LA.B lines.

The OCEAN model is equipped with a blue sunburst dial printed with discreet light gray markings and railroad.

The AM89 is a classic watch with a strong character.

$1,469.00 USD
Shipping calculated at checkout.


• 38 mm round 316 L steel case
• Thickness 14.5mm
• Franco-Swiss G100 Movement
• 68H power reserve
• Hours, minutes, seconds, day (FR + EN), date
• Personalized date stamp MARCH
• Strap width 20 mm
• Bevelled sapphire crystal with anti-reflective treatment
• Green skeleton screwed back
• Water resistant to 10 ATM / 100M
• 2 years warranty


March LA.B designs and assembles its watches in France. The Swiss automatic movements that we fit into our timepieces are assembled from A to Z in France. In complete transparency, we are thus pursuing our watchmaking quest to design watches that are “as French as possible”.


The 20 mm leather straps proposed to be fitted to the AM89 are manufactured in the Franche Comté region. They are systematically lined with green leather and equipped with the "presto" system allowing them to be interchanged in a few seconds and without any special tools.
The steel bracelets equipped with the same "presto" system are an assembly of 3 links that we have "reshaped" by adding micro cells to the back for better comfort when worn.


  • Delivery is free from 295€
  • Express (24H) or standard (72H) delivery solutions.

Model AM89

Two decades separate 1969 from 1989. Two millimeters differentiate the AM69 from the AM89. This “overboosted” 38mm version features a double-window dial (Day/Date) surmounted by massive indexes. An elegant but streamlined watch.


Franco-Swiss Automatic Movement

The first movement resulting from the partnership between the Swiss manufacture La Joux-Perret and the Bisontine family house Humbert-Droz, the G100 is a new three-hand automatic caliber with date, endowed with a fine 68-hour power reserve and a proven architecture.

This ultra-precise movement equipped with 24 jewels measuring 24.6 mm x 4.45 mm develops a frequency of 4 Hz and 28,800 vibrations.

Equipped with a Stop Second, it is extremely precise varying between - 4 and + 6 seconds per day and offers a power reserve of 68 hours more commonly called "Weekend proof" allowing the watch to operate from Friday evening to Monday morning without it being carried by its happy owner.

March LA.B positions itself as a pioneer of “watchmaking responsibility” with the desire to bring together skills and join forces for a movement 100% machined in Switzerland and 100% assembled in France.


March LA.B's "Green Thread" is an omnipresent green signature through subtle details. The number 3 in green on the personalized date stamp recalling the favorite month of the founders of the brand. The green lining of the bracelets topstitched with a bridle stitch in the emblematic green color. The luminous green “skeleton” background on the automatic versions.
The interior of the emerald green travel case…

This "Green Thread" extends this "design grammar" that we have developed in order to identify our timepieces through precise and redundant aesthetic codes: The crown or winder at 4 o'clock and its guillochage of the intertwined lines of the M of the brand, the seventies typography of the date stamp, the dials without numbers with cut-out indexes, the raised and domed glass, the ubiquitous angles on the cases that are always polished and brushed.

All of these aesthetic and chromatic details to be discovered in intimacy shape the common thread of March LA.B which leads straight to the heart.