The World’s First Basque Watch!

French brand March LA.B unveils a new watch that marks a turning point in its history: the AM2 Euskal, a timepiece that proudly claims its roots in the Basque Country. This brand-new model, featuring a bilingual display in French and Basque, is a world first and pays tribute to the local culture, traditions and craftsmanship of a region with a strong identity.

More than just a watch, the AM2 Euskal embodies March LA.B’s philosophy: a design inspired by the past, a made in France approach, and a restrained, elegant sensibility that echoes 1970s watchmaking.

A watchmaking tribute to the Basque Country

Founded 13 years ago, March LA.B established itself between Los Angeles and Biarritz, two places that define the brand’s DNA. While the Californian coast evokes the laid-back spirit of surf culture and American vintage, Biarritz and the Basque Country represent a deep-rooted, proud and authentic culture.

With the AM2 Euskal, March LA.B celebrates this adopted homeland where it has found a strong identity. The model stands out with a Basque red dial “Euskal Herria”, an emblematic colour of the region, and a detail unique in watchmaking: a French–Basque bilingual day-date window.

The watchmaker worked to adapt the three-letter abbreviations for the days of the week in Basque so that they are perfectly legible and easy to understand:

This attention to detail reflects genuine respect for the Basque language and culture, which had never been integrated into a watch in this way before.

An inspired design and French manufacturing

Visually, the AM2 Euskal reprises March LA.B’s signature silhouette, with a 39 mm square case in 316L steel that sits squarely in the tradition of sporty yet elegant watches from the 1970s. The choice of K1 mineral glass with anti-reflective treatment ensures strong legibility, while 100-metre water resistance makes it an easy, no-fuss daily wearer.

The Basque Country’s DNA is not only expressed through the dial and day display, but also in the choice of materials. The strap is made from bull calf leather, a noble and hard-wearing hide, tanned in Espelette by Rémy Carriat, a tannery renowned in the luxury world.

On the back of the watch, the caseback is screwed down and engraved with “Euskal Herria”, once again underscoring March LA.B’s attachment to the region.

A Swiss movement for a French watch

Mechanically, March LA.B has chosen a Swiss Ronda 517 quartz movement. This may come as a surprise at a time when many brands champion mechanical calibres, but it aligns with the brand’s philosophy: offering reliable, accessible watches without compromising on quality.

The Ronda 517 is a robust movement, known for its accuracy and longevity. It enables the AM2 Euskal to offer a day and date display while maintaining optimised autonomy.

An accessible positioning and a collectible watch

With a retail price set at €795, the AM2 Euskal remains within the usual price range for March LA.B creations. This price point offers access to a watch with a strong personality, combining retro design, regional tribute and build quality.

This model will appeal both to watch lovers and to Basque Country enthusiasts, proud to wear a piece that embodies their culture. A watch that could well become a collector’s item for those who appreciate timepieces rich in meaning and history.

The AM2 Euskal fits perfectly within March LA.B’s vision—a brand that champions a different kind of watchmaking, inspired by the past yet looking to the future. With models that have a distinctive style, the French house continues to write its story by grounding itself in local values and paying tribute to the cultures that have shaped it.

With this first Basque watch in the world, March LA.B is not simply offering a watch: it is telling a story—of a region, a language and a craft.