MARLI Novel York, a brand built on the bold architectural language of fine jewelry, is expanding its footprint into high-conclude horology with the introduction of its first collection of MARLI New York timepieces. The new line, titled “Motion and Measure,” represents a strategic pivot for the house, blending the aesthetic energy of its Manhattan roots with the rigorous technical standards of Swiss watchmaking.
For Founder and Creative Director Maral Artinian, the move into timepieces is the culmination of a decade spent establishing the brand’s identity in the competitive luxury jewelry market. Rather than simply adding a product category, the collection is framed as a study in duality: “Motion,” representing the vibrancy and ambition of New York City, and “Measure,” representing the disciplined precision of Swiss engineering.
The collection is scheduled for release in May 2026, marking a significant step for a brand that has spent the last ten years challenging the dominance of legacy heritage houses through a philosophy of liberated self-expression.
The Intersection of New York Design and Swiss Precision
The design language of the collection draws directly from MARLI’s established jewelry motifs, most notably the brand’s signature pyramid. This architectural element is integrated into the dials, which are crafted from natural mother-of-pearl to create a play of light and depth that echoes the brand’s existing aesthetic.
Artinian has described the entry into the watchmaking world as an “act of ambition,” noting that the brand approached the process with a focus on rigor. The goal was to create a product that maintains a distinct visual identity although standing technically strong alongside established Swiss maisons. By pairing the “free spirit” of New York design with the structured mastery of horology, the brand aims to offer a piece that feels both contemporary and enduring.
The collection is designed to transcend traditional gender boundaries, positioning the watches as tools of empowerment and independence for a sophisticated, design-literate clientele who value the engineering behind the beauty.
Technical Specifications and Collection Tiers
The “Motion and Measure” collection is organized into three distinct case sizes, catering to different stylistic preferences and technical requirements. While the smaller models focus on refined silhouettes and luminous materials, the larger iteration introduces more complex mechanical elements.
The L23 and L30 models are available in 18k rose gold, 18k white gold, or stainless steel. These versions feature interchangeable satin or alligator straps, allowing for versatility in wear. For those seeking maximum luminosity, the brand is offering full-diamond 18k white gold bracelets; the L23 is set with 400 brilliant-cut diamonds, while the L30 features 344.
The L35 represents the more technically assertive end of the collection. Constructed from a combination of 18k rose gold and titanium, it pairs mother-of-pearl dials with interchangeable rubber straps in black or white. Internally, the L35 is powered by a self-winding Swiss automatic movement—specifically the ETA 2892 A2—which has been hand-finished with circular graining and Côtes de Genève decoration.
| Model | Primary Materials | Movement/Detail | Key Feature |
|---|---|---|---|
| L23 | 18k Gold / Stainless Steel | Quartz/Refined Silhouette | Up to 400 brilliant-cut diamonds |
| L30 | 18k Gold / Stainless Steel | Quartz/Refined Silhouette | Up to 344 brilliant-cut diamonds |
| L35 | 18k Rose Gold / Titanium | ETA 2892 A2 Automatic | Interchangeable rubber straps |
Blockchain Integration and Digital Provenance
Given my background in software engineering, the most intriguing aspect of this launch is the integration of the MARLI Digital Certification. In an era where the secondary luxury market is plagued by sophisticated counterfeits, MARLI is leveraging blockchain technology to redefine ownership and authenticity.
The brand is utilizing the ntity.io protocol to create a secure, immutable platform for every timepiece. This digital certification serves as a permanent record of the watch’s origin and ownership history. By creating a digital twin of the physical asset on the blockchain, MARLI ensures transparent traceability and simplifies the process of ownership transfer.
This move toward “phygital” luxury—where a physical product is inextricably linked to a digital ledger—addresses a critical pain point for high-net-worth collectors. It transforms the traditional paper warranty into a verifiable digital asset, preserving the legacy of the piece for future generations while providing an immutable layer of security.
“Our clients are sophisticated and curious,” Artinian said. “They understand design, they appreciate engineering, and they expect substance behind beauty. That’s why we committed to creating state-of-the-art timepieces.”
The implementation of this technology suggests that MARLI is not only competing with traditional watchmakers on a design level but is also positioning itself as a forward-thinking tech adopter within the luxury space.
The MARLI New York timepieces collection is slated to become available to the public beginning in May 2026. Potential owners and collectors can expect a rollout that emphasizes both the physical craftsmanship of the Swiss-made movements and the digital security of the blockchain certification system.
Do you think blockchain certification will become the standard for all luxury watches, or will traditional certificates of authenticity remain the preference for collectors? Share your thoughts in the comments.
