NEW
Cool is not an attitude. It's a presence. A way of moving through time without ever chasing it. A look, a demeanor, often a silence... That of icons who continue to obsess us decades later.
This campaign draws from the burning aesthetic of the 60s and 70s. The incendiary gaze of Faye Dunaway, the free gestures of Steve McQueen, the dust on chrome, the endless roads, sun-drenched hotel rooms and engines growling in the distance.
Each MARCH LA.B watch this year becomes a fragment of cinema and pays homage to it. An object of character worn by free, elegant, instinctive personalities. Style icons.
THE ROOTS
Although born in the Basque Country , its adopted home, MARCH LA.B's roots are Breton. A lineage claimed and embraced by its founder Alain MARHIC, who grew up between Finistère and Morbihan .
Building on this heritage and following on from our Basque watch EUSKAL AM2 , we created an AM2 BREIZH .
Franco-Swiss Movement
Equipped with the hand-wound mechanical movement D101 from the La Joux-Perret manufacture, offering 50 hours of power reserve, the AM2 XS combines 70s elegance, watchmaking sophistication, and graphic modernity.
The first to take the stage.
And already a true "ICON OF COOL".
