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The French brand March La.b presents a novelty watchmaking that marks a turning point in its history: theAM2 Euskala watch that proudly claims its anchoring to Basque Country. This unprecedented model, with a bilingual display in French and in Basqueis a world premiere and pays tribute to the local culture, the traditions and know-how of this region with strong identity.
More than just a watch, AM2 Euskal embodies the philosophy of March La.b: a design inspired by the past, a conception Made in Franceand a sober and elegant approach that echoes the watchmaking of the 70s.
A watchmaker in the Basque Country
Founded there is 13 years oldMarch La.b has established between Los Angeles and Biarritztwo places that define the brand’s DNA. If the Californian coast evokes the relaxed aspect of surfing and American vintage, Biarritz and the Basque Country represent a rooted, proud and authentic culture.
With AM2 Euskal, March La.b celebrates this reception land where it found a strong identity. This model is distinguished by a Basque red dial “Euskal Herria”an emblematic color of the region, and a unique detail in watchmaking: a French Bilingual Bilingual Builder.
The watchmaker worked to adapt the Three letters of the day of the week in Basque so that they are perfectly readable and understandable:
French | Basque |
---|---|
Mon – Monday | ALH – Astelehen |
Mar – Tuesday | AAR – Astearte |
Sea – Wednesday | AAZ – Asteazken |
Game – Thursday | OSG – Ostegun |
Ven – Friday | OST – Ostiral |
Sam – Saturday | Lar – Larunbat |
Sun – Sunday | IGA – IGAND |
This attention to details testifies to a real Respect for Basque language and culturewhich had never been integrated in this way in a watch before.
Inspired design and French manufacturing
Visually, theAM2 Euskal takes up the emblematic silhouette of March La.b, with a 39 mm square box in 316L steel which is part of the tradition of sports and elegant watches of the 70s. The choice of glass Mineral K1 Anti-reflective treated guarantees good readability, while theWelp at 100 meters allows daily use without constraints.
The DNA of the Basque Country is not only found in the dial and the display of the day, but also in the choice of materials. The bracelet is designed in Taurillon leathernoble and resistant skin, Tannée à Espelette by Maison Rémy Carriatrecognized tanner in the world of luxury.
On the back of the watch, the bottom is screwed and engraved with the mention “Euskal Herria”once again asserting March La.B’s attachment to the region.

A Swiss movement for a French watch
On the mechanical side, March La.b opted for a Swiss quartz movement Ronda 517. This choice may surprise at a time when many brands valued mechanical movements, but it is part of the brand’s philosophy: offering reliable, accessible and without compromise watches.
THE Ronda 517 is a robust movement, known for its precision and longevity. It allows AM2 Euskal to offer a display date and day By maintaining optimized autonomy.
An accessible positioning and a collecting watch
With a Sale price set at € 795AM2 Euskal remains in the usual price range of March La.b. This price allows access to a watch with a strong personalitywho combines Retro design, regional tribute and manufacturing quality.

This model is aimed at both watches and enthusiasts of the Basque Country, proud to wear a room that embodies their culture. A watch that could well become a collection object For those who appreciate the timepieces loaded with meaning and history.
AM2 Euskal is perfectly written in the vision of March La.b, a brand that claims a different watchmaking, inspired by the past but turned towards the future. With its assertive style models, the French house continues to write its history by anchoring itself in local values and by paying tribute to the cultures that influenced it.
With this first Basque watch in the worldMarch La.b is not content to offer a watch: it tells a story, that of a region, a language and a know-how.