Massena LAB - History, Models and Owners' Reviews

Massena LAB, founded in 2018 in New York (USA) by William Massena, is a watch studio producing limited editions with independent makers while releasing its own references inspired by mid-century classics. The brand targets enthusiasts who value clean design, everyday usability, and well-built pieces, with a strong focus on collaborations and a primarily direct-to-consumer distribution.

New York studio, independent collaborations, and a “re-thought vintage” ethos

Massena LAB operates as a true “lab” of ideas: the studio pitches concepts to manufactures and noted artisans, then oversees development and finishing for short runs — a stance clearly stated in its official profile. This hybrid role (publisher + collaborator) yields a deliberately timeless aesthetic, informed by history yet built for modern wear. Recent examples include projects with Raúl Pagès, Angelus, Vulcain, and the young brand Albishorn.

From Uni-Racer to the M660: cornerstone lines and models

The catalog alternates in-house creations and co-signed pieces. The following lines have become clear markers to identify the brand’s choices:

• Massena LAB Uni-Racer — Hand-wound “Big Eye” chronograph (panda/reverse panda), 200 pieces per dial, launched in 2020; the emblematic entry for mid-century-styled collecting.
• Massena LAB Magraph — Small-seconds three-hander powered by the proprietary M660 (by Raúl Pagès); high-grade finishing under USD 10k (USD 8,675 at launch), 99 pieces.
• Angelus Chronographe Médical x Massena LAB — Modern monopusher with pulsometer/asthmometer, 39 mm, limited to 99 (USD 19,900).
• Vulcain Nautical Legacy Massena LAB — Dive watch with Cricket alarm and decompression table (300 m), 42 mm; 25-piece series with brown “tropical” dial.
• Sylvain Pinaud Chronograph Monopoussoir x Massena LAB — Hand-made monopusher (10 pieces) awarded the 2024 GPHG Chronograph Watch Prize.

Limited runs, selective distribution, and price bands

Most releases are numbered (10 to 200 pieces depending on the project) and sold primarily through the brand’s e-shop; a few selected partners complement distribution, including MR PORTER. Core Massena-signed pieces mainly span ~USD 1,600 (e.g., Massena LAB Dato-Racer) to ~USD 9,000 (e.g., Massena LAB Magraph), while certain collaborations exceed that range, such as the Angelus Chronographe Médical x Massena LAB (USD 19,900); for others, pricing is not disclosed. Note that some series are friends-and-family only.

Insider credibility and international recognition

A seasoned collector and industry figure, William Massena built a platform that speaks to connoisseurs while remaining pragmatic in message and execution. Recognition comes both from specialist media and peers, including HSNY chronometer certification on the Habring² ERWIN LAB03 and the 2024 GPHG Chronograph Watch Prize for the monopusher co-signed with Sylvain Pinaud. More recently, the ecosystem broadened to new partners (e.g., the Albishorn Maxigraph x Massena LAB, a regatta monopusher with retrograde timer) with 2025 deliveries underscoring momentum.

Conclusion

Massena LAB suits enthusiasts who want watches that are as easy to wear as they are to admire, with a clear narrative behind each creation. Its signature blends “re-thought classic” design, reasonable sizes, and short runs that heighten desirability. Collaborations (Angelus, Vulcain, Raúl Pagès, etc.) help buyers choose: utilitarian chrono, alarm diver, or refined three-hander. In-house lines (Racer family, Magraph/Noctograph) structure the offer by use-case, from daily driver to dress watch. To refine your pick, match sizes/complications/budget and consult Dialicious customer reviews for long-term comfort and satisfaction checks.

(Updated August 2025)