or an Italian, one of life’s small pleasures will always be a good cup of coffee (meaning a ristretto). A perfectly cooked plate of pasta is another and a third has to be the possibility, outside the Penisola, to converse in Italian. This is especially true when travelling for work, when communication needs to be fluent. While the first two can be hard to come by at watch fairs, number three in the list could be why I instantly clicked with Gagà Laboratorio, when I met the brand at Geneva Watch Days, and also why their watches are so interesting.

There aren’t many names that will make the watch cognoscenti sit up and listen, but Mo Coppoletta is definitely one, especially if we’re talking new designs and ideas. He is, after all, the man behind the Octo Finissimo Tattoo (and not just). Why mention him here? Because of Ruben Tomella, the owner of Gagà Milano, an established brand with a distinctive identity (the case design, the crown at 12, as well as Ruben’s personal sartorial style) and strong markets, but one that sometimes fails to conquer the hearts of haute horlogerie aficionados and collectors.

The Labormatic

©WristLens Studio

Ruben and Mo sat down together, one looking forward to pushing his boundaries and the other eager to bring ideas and designs to life. Convinced they were on a wavelength, the pair decided to join forces to reinvent Gagà — or better still, take it to the next level (Gagà Milano is still active and owned by Mr. Tomella). The result is Gagà Laboratorio, a new project from two original thinkers and men of taste, with a common Italian heritage. Its debut model, the Labormatic, smacks of Gagà, with the flared lugs and 12 o’clock crown, while introducing a completely fresh aesthetic and concept.

There are two versions: the darker Bauhaus and the sage green Cinquanta. Both share the same rotating hours display but have fun with the rest of the dial, using the central logo as running seconds and, for the minutes, a red hand on the Bauhaus versus an arrow framed by a box on the Cinquanta.

It would take more space than I have here to discuss the Labormatic’s philosophy, design language and references. But one look tells us it is a fabulous ambassador for the Dolce Vita and Italian culture — hence “Saluti dal Lago”, “greetings from the lake”, a typical phrase on vintage postcards showing lakeside views (which in this instance would be Lake Lugano). Few watches give you goosebumps. Properly understood and appreciated, the Labormatic does, thanks to Gagà Laboratorio.