Merci Instruments

Active

Paris, FranceEst. 2017Arthur Gerbi (watch line); Bernard & Marie-France Cohen (parent store)$500–$700 Website

Updated today

Philosophy

Minimalist Dress Watch Hand-Wound Not a Microbrand Value $300–$600 Heritage

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Brand vibe

Merci Instruments...the horological arm of Merci, the pioneering Paris concept store opened in 2009 by Bernard and Marie-France Cohen. Launched in 2017 under president Arthur Gerbi as a "deliberate counterpoint to the smartwatch era", the line debuted with the LMM-01 (La Montre Merci No. 01), a time-only 38mm field-proportioned watch that became a cultural artifact when Emmanuel Macron was photographed wearing one. Merci occupies a rare position between lifestyle-design curation and serious watchmaking.... an "accidental horology" brand where objects arrive through the sensibility of designers and aesthetes rather than career watch executives. Dig it.

Release Archive

Beaumarchais Horae

5 colorways

EUR $470

LMM-01 Militare

4 colorways

EUR $530

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Sourcing & Build

Needs Confirmation

Case origin

Not disclosed

Dial origin

Not disclosed

Hands origin

Not disclosed

Lume type

Swiss Super-LumiNova (Militare & Scientifique only; Dress/Numerals lume-free)

Movements

Sellita SW210-1-b

Miyota 9039

ETA 2801-2

Ronda 513

Seiko VH31

Sourcing Notes: Product pages state Sellita SW210-1-b (LMM-01 Originals) and Miyota 9039 (Beaumarchais). Assembly in France explicitly stated on Beaumarchais product page. Horween Shell Cordovan straps confirmed on Dress and Numerals. Verified via Hodinkee (2017 & 2025), Fratello (June 2025), and Europa Star (2018 Arthur Gerbi interview).

Cost Transparency

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Ships from Paris, France

Tariff situation in flux

Current Rate

16%

6% HTS + 10% Section 122

Est. Duty

$75–$90

on $470–$560 watch

⚠ Current Section 122 rate expires Jul 24, 2026 — rates may change.

EU framework deal paused after SCOTUS ruling. Currently flat 10% Section 122. [Note as of June 17, 2026: USTR has proposed new Section 301 forced-labor tariffs (~10–12.5%) that, if enacted, would stack on top of current rates. Still in public-comment phase.]

Tariffs are assessed based on where the watch is assembled, not where individual components originate. A watch with a Japanese movement assembled in the US incurs no import duty.

Learn more about watch tariffs