New Releases · 2026-02-14
March LA.B's AM2 Breizh turns Breton identity into watch design
A French-assembled, 39 mm square quartz watch with an ermine-patterned dial, day labels in Breton and a strap sourced from local hides.
By Chronolume digest · Original English summary · Based on March LA.B official AM2 Breizh model page; Comme un Camion February 14, 2026
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What to know
March LA.B's AM2 Breizh is a regional design statement disguised as an elegant sports watch. The brand takes its signature 39 mm angular case, with a deeply recessed crown at four, and combines it with a black guilloché dial textured with the ermine symbol of Brittany. The unusually personal touch lies in the day-date display, which can show Breton as well as French weekday abbreviations.
The stainless-steel case measures 44 mm lug to lug and 12.5 mm thick, with sapphire crystal and 100 m water resistance. The calibre is the Swiss Ronda 517 quartz movement—not an automatic. March LA.B's atelier partner Horlogerie Lafayette assembles the model in Rennes, and the black calfskin strap uses leather sourced from Breton cattle farms.
The watch was publicised in February 2026 and offered at €795 in France. Its claim to French identity does not depend on disguising its Swiss quartz mechanism: it is instead articulated through a regional dial, a local assembly partner and a bespoke watch designed with a strong sense of place.
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