Watchuseek Blog

Wednesday, May 25, 2011


Dirty dandy retro-futuristic: March LA.B JC1 Banker and Shadowplay



Alain Marhic and Jerome Mage are two guys who have sensibly decided that life is too short to have anything but a whole lot of fun. This is ably demonstrated in their stylish tasteful retro-futuristic watch collections and the way in which the collections are raunchily presented.

The vibe at the moment is 60’s Madison Avenue.


JC1 Shadowplay and the JC1 Banker



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Two new watches exemplify the Madison Avenue heyday; the JC1 Shadowplay and the JC1 Banker. With Swiss ETA quartz analogue movements and straps in lizard or French handmade stingray, they definitely exude a Don Draper roguish appeal.

Unless you have been taking an extended sabbatical in the caves of Tora Bora you will know that Don Draper is the self-serving Creative Director of the global smash hit TV show Mad Men. The design hints of a taste for the fast life, beautiful women and exclusive luxury.

The name March LA.B represents March, the 3rd month of the year and the 3 founders of the company, one of which is a silent partner and business angel. LA.B stands for Los Angeles and Biarritz two stylish coastal cities that have always had a style of their own and the two cities which Alain and Jerome call home.


Alain Marhic, CEO and founder
In addition to enjoying a successful modelling career, Alain has run two surfing schools. Alain joined Quiksilver’s HQ in Biarritz in 1999, eventually assuming the position of Director of Operations for the eyewear and watch divisions. In 2008 he decided to climb out of his comfort zone and found March LA.B.





Jerome Mage, Creative Director

Jerome left France for Los Angeles at 20 years old and almost immediately found himself in charge of the creative direction of a major action sports eyewear company. An expert in mixing fashion with technology, Jerome formed his own design company in 2001. He loves nothing more than to get out on to the California freeways in one of his Mustangs with T.Rex glam-rock powering through the speakers, and there’s a lot to be said for that! Jerome is in charge of Creative Direction at March LA.B.



Urban dandy
This is the March LA.B design code. The idea is to design watches of stylish timeless appeal following the example of the most exceptional watches of the past decades. All of the pieces are crafted in Switzerland but retain a louche, rebellious attitude you can slip on your wrist. March LA.B watches are available around the world in selected accessories boutiques in France, USA and Japan. The watches retail for around US$1,400.




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