The Vieren Gold Waves, The Latest From The Woman-Founded Brand Bringing Glamour To Gender-Neutral Watchmaking

2024-03-29

For Vieren's founder Jess Chow, the watchmaking world is quite literally in her DNA. Chow's parents, a pair of watch entrepreneurs, met for the first time at the eponymous Baselworld trade fair, and the brand's founder was raised in a milieu steeped in haute horology and fine watchmaking. Given the context of her upbringing, it's apparent that utilizing her own unique experience and point of view to create a watch brand of her own was only a matter of time.

The culmination of a lifetime spent surrounded by watchmaking in the Swiss tradition and decades cutting her teeth in the business world as a managing consultant, Vieren made its official launch into the public sphere in 2020. This feat was largely made possible thanks to Chow's fateful meeting with esteemed fashion designer (and winner of Project Runway Canada, no less) Sunny Fong, who acts as the creative visionary behind the brand. Together, Chow and Fong make up a team working in total symbiosis, combining watch industry know-how and filtering it through the lens of fashion with a decidedly modernist edge.

Despite being relatively young in years, Vieren has crafted an impressively distinct and cohesive identity across its various collections. The brand's design language can be broken down into three key pillars: the architectural rectangular case shape that serves as its chosen canvas; the utilization of bespoke automatic Swiss-made movements; and a keen sense of storytelling that informs each piece in form and function.

As I first started doing a deep dive into the world of Vieren, I was struck by the pleasantly strange feeling that this brand had somehow peeked into my watchmaking fantasies. It was as if my cries for novelty, my pleas for funky designs that scratched the same itch as '70s cuff watches, and for watches with sophisticated movements that were not simply men's watches shrunk down in diameter by a few millimeters, were all heard, and realized without my conscious knowledge. I felt a complex swirling of thoughts along the lines of how did I not know about this and how great is it that this already exists.

Excerpt from: Hodinkee

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