With the launch of MARLI Timepieces in Geneva, MARLI New York has entered the game with a striking collection of watches. Designed in New York and produced in Switzerland, the range brings the fine jewelry brand’s design language into a new category, guided by the brand philosophy of Motion and Measure.

Founded in 2014, MARLI New York has built a clear identity in fine jewelry, shaped by an architectural approach to design and a focus on wearability. That background matters here. MARLI is not starting from scratch, but instead comes to watchmaking with an established style and a strong sense of how its pieces should look and feel.

“This launch is deeply personal to me,” said Maral Artinian, Founder and Creative Director. “I grew up surrounded by workshops and diamonds — that world shaped everything I understand about beauty, craftsmanship and discipline. Watchmaking felt like a natural evolution of MARLI, not expansion for its own sake, but expressing the MARLI language through a new medium.”

Maral Artinian, Founder and Creative Director of MARLI New York

These are refined watches with a clear fine jewelry influence. The emphasis is on surface, light and proportion, with a look that works both as a standalone piece and alongside other MARLI jewelry. These timepieces offer a design-led interpretation of the modern luxury watch.

That discipline shows in the way the collection is put together. The pyramid motif, which is a signature of MARLI’s jewelry, appears across the dials and is echoed in the case and strap detailing, giving the watches a recognizable identity. It’s a single idea carried through the entire watch, rather than added as decoration.

Behind the collection sits MARLI’s manufacturing base in Le Locle, one of Swiss watchmaking’s historic centers in the Jura Mountains. Bringing production together there gives the brand unusual control for a debut collection.

“By integrating PreciTech’s technical infrastructure, we are ensuring our entry into horology is backed by a solid technical foundation,” said Chairman Arto Artinian. “Owning the manufacturing process allows us to guarantee quality, technical performance and long-term independence.”

Maral Artinian with brothers Arto Artinian (left) and Saro Artinian (right)

“Entering watchmaking was an act of ambition,” Maral Artinian added. “We chose to step into one of the most technically demanding worlds in design, and we approached it with deep respect for Swiss craftsmanship. Every proportion, every finish, every detail was developed with rigor.”

The use of natural mother-of-pearl adds depth without complicating the design, allowing light to play across the dial without becoming distracting. This gives each piece a slightly different character as it catches the light from different angles, while keeping the overall look clean and easy to read. Combined with a mix of brushed and polished finishes, the effect remains clean and coherent.

The case construction follows the same approach. The bezels are defined by repeated segments that frame the dial cleanly, and the relationship between dial, bezel and strap is carried across the different sizes. The result is a design that feels structured and clearly defined.

MARLI Timepieces – L35

“The depth of the detailing is what stands out,” said Saro Artinian, Head of Craftsmanship. “Having our own factory allows us to refine every surface and edge with a level of precision that standard manufacturing simply cannot replicate.”

The range is divided into two clear directions across three case sizes. The L23 and L30 models take a more refined approach, available in stainless steel, rose gold or white gold, and paired with interchangeable satin or alligator straps. These pieces lean more clearly towards jewelry, with a lighter, more understated presence that suits everyday wear as well as more formal settings.

MARLI Timepieces – L23

MARLI Timepieces – L30

The L35 models have a stronger wrist presence, with darker dials and rubber straps giving them a more contemporary edge. Executed in titanium and rose gold, and paired with interchangeable rubber straps in colors including black, white, and pink, they keep the same underlying design. The use of rubber also adds a more casual option, broadening how the watches can be worn.

MARLI Timepieces – L35

Across the collection, diamond-set versions are integrated into the design, with stones set into the bezel rather than applied as a separate element. This allows the added brilliance to sit naturally within the existing structure of the watch, rather than changing its overall appearance.

MARLI Timepieces – L35

Powering the L35 models is the reliable and relatively slim ETA 2892 A2 automatic movement. A widely respected caliber, it allows for a well-proportioned case while maintaining strong performance. For a first watch collection, it is a practical and credible choice, aligning with the brand’s focus on proportion and wearability. The movement is finished with circular graining and Côtes de Genève decoration, underscoring the attention given to both visible and unseen details.

The collection is also designed with versatility in mind. Interchangeable straps allow for different looks across the same watch, while the overall design makes it easy to move between settings. Whether worn as a single piece or combined with other jewelry, the watches are intended to adapt to the wearer rather than define how they should be styled.

In practical terms, MARLI Timepieces sits comfortably between fine jewelry and contemporary watchmaking. It will appeal to clients who value design and versatility as much as mechanics, offering a piece that feels considered without being overly technical. The collection is as much about how the watch looks and wears as it is about engineering, reflecting a broader shift in how modern timepieces are approached.

“We are not here to create a conventional timepiece,” said Maral Artinian. “We are bringing a distinct design language — bold, modern and rooted in fine jewelry — into a world long defined by tradition.”

Alongside the Geneva launch, MARLI introduces Digital Certification, a blockchain-powered platform that allows each timepiece to be authenticated and securely managed. It adds a practical layer of transparency and traceability, supporting long-term ownership and reflecting the expectations of a modern luxury client.

As a first collection, MARLI Timepieces establishes a clear direction for the brand, bringing its visual identity into watchmaking with a consistent and wearable approach. It is a considered entry that marks a confident new chapter for MARLI New York.