Marli New York enters watchmaking with diamond-set timepieces and six-figure pricing

Marli New York has turned its signature jewelry language into something that ticks. The brand’s first watch collection, framed as “Motion and Measure,” treats the timepiece less as a standalone object than as another link in a diamond bracelet stack, built to sit beside cuffs, bangles and the house’s pyramid motif.

The strongest statement comes from the Full Diamond L30, a white-gold watch set with 344 diamonds and 6.442 total carats, priced at $73,100. Marli also says the full diamond L23 carries 400 brilliant-cut diamonds, a number that pushes the watch squarely into jewelry-first territory. These are not delicate, background watches. They are wrist pieces designed to command attention, especially when worn with matching bracelets rather than left to carry an entire look alone.

That styling logic is central to the launch. Maral Artinian, Marli’s founder and creative director, said entering watchmaking was “an act of ambition” and that the collection was developed with “deep respect for Swiss craftsmanship.” The watches were introduced at the brand’s Rue du Rhône boutique in Geneva, and they will also be available at Marli’s new Madison Avenue flagship later this month, a fitting retail pairing for a label that has always spoken in the language of architecture, movement and polish.

The collection is built around two main designs in three case sizes, L23, L30 and L35. The L23 and L30 are offered in stainless steel, 18k rose gold and 18k white gold, while the larger L35 comes in 18k rose gold and titanium. All use natural mother-of-pearl dials, which soften the severity of the metal and diamonds with a pearly, luminous surface. The L35 goes further into horology, with a self-winding Swiss automatic movement finished with circular graining and Côtes de Genève decoration, details that matter to collectors who care as much about the movement as the sparkle.

Marli’s sweet spot here is coordination. The watches are designed to work with the brand’s cuffs and bracelets, so the diamond-dial pieces read best as the centerpiece of a stack, while the satin-strap L23 at $4,900 offers the quieter role, more of a supporting layer than a headline. That range is the point: Marli is not just selling a watch, but a way to wear time as part of a broader diamond vocabulary.

The launch also reflects a decade of growth since Artinian founded Marli in 2014. With Geneva already established and Madison Avenue opening soon, the brand is extending its fine-jewelry identity into a category where craftsmanship, not just carat weight, now does the talking.