Exploring and Photographing Art Deco Gems in Los Angeles with March LA.B’s New AM2 GMT

Jul 1

The Concept
When March LA.B launched their new AM2 GMT, they wanted to do more than just show off a beautiful watch—they wanted to tell a story. Worn & Wound partnered with them to do exactly that, building a campaign around the idea of exploring Los Angeles through its iconic Art Deco architecture. The watch’s bold, retro-modern design felt right at home against the backdrop of places like the LA Central Library, the CalEdison Building, and the Griffith Observatory. The idea was simple: put the AM2 GMT in the kinds of spaces that inspired it—and let the story unfold naturally.

The Solution
To capture that vision, Worn & Wound created a photo series that brought the watch and the city together in a really intentional way. Every detail was considered—from the sharp lines of the AM2’s square case to the way it played off the patterns and materials of each building. Each location wasn’t just beautiful—it had meaning and visual weight, adding context to the product shots. The result was a set of images that didn’t just highlight the watch’s features (like the textured dial or GMT hand), but really drove home its connection to place, time, and design.

The Results
The campaign landed exactly where we wanted it to—right at the intersection of style and story. It drew attention from both the watch world and fans of architecture, sparking conversations and shares across social media and editorial channels. More importantly, it gave the AM2 GMT a deeper sense of identity, grounding it in a story that felt real and relevant. For March LA.B, it was a brand moment that resonated. And for Worn & Wound, it was another example of how thoughtful creative can connect product to place in a way that feels effortless—and impactful.