Revolution Features VIEREN’s Modern Swiss Watchmaking

VIEREN Turns up the Volume on What it Means to be a Fresh, New Watch Brand

Originally published by Troy Barmore for Revolution

VIEREN was featured in Revolution for its distinctive approach to modern Swiss watchmaking, exploring how Founder Jess Chow and Creative Director Sunny Fong combine watchmaking heritage, fashion influences, and contemporary design to create a new expression of luxury. The article highlights VIEREN’s journey from its founding in 2020 to its mission of creating gender-neutral rectangular automatic watches with a strong focus on craftsmanship, storytelling, and individuality.

Redefining the Modern Watch Brand

Founded by Jess Chow in 2020, VIEREN brings together generations of watchmaking heritage with a fresh perspective on what a modern luxury watch brand can be. Inspired by her family’s deep connection to the industry, Jess combines traditional Swiss watchmaking knowledge with a contemporary design vision developed alongside Creative Director Sunny Fong.

Together, Chow and Fong have created a brand built around originality—designing every element of each timepiece from the case and crown to the dial details and packaging. Crafted in La Chaux-de-Fonds, Switzerland, VIEREN’s watches reflect a balance of technical expertise, architectural design, and personal expression.

The Vision Behind the Rectangular Automatic Watch

From the beginning, VIEREN set out to create something different. The brand’s signature rectangular case was chosen not only for its distinctive aesthetic but also as a technical challenge—bringing together a unique silhouette with a Swiss automatic movement.

Powered by the ETA-2671 automatic movement, VIEREN’s timepieces feature a slim 9.2mm profile, carefully considered proportions, and design details created to suit a wide range of wrists. The result is a collection designed beyond traditional categories, embracing a truly gender-neutral approach to luxury watchmaking.

Designed Without Compromise

Unlike brands that rely on existing components or familiar design formulas, VIEREN approaches each detail as an opportunity for storytelling. From the octagonal crown inspired by cultural symbolism to custom typography and signature finishing elements, every part of the watch has been intentionally considered.

The brand’s Leather and Croc models demonstrate this philosophy through innovative material choices, including leather dials that seamlessly flow into matching straps, creating a distinctive expression of texture and craftsmanship.

The Stereo Collection: Turning Inspiration Into Design

The Stereo Collection expands VIEREN’s design language through inspiration from vintage audio equipment and the emotional connection between music and memory. Drawing from the details of high-end analog stereo systems, the collection transforms elements such as volume controls and mechanical displays into a sculptural watch experience.

With semi-skeletonized dials, Swiss Made automatic movements, and distinctive architectural details, Stereo reflects VIEREN’s approach to combining technical watchmaking with cultural storytelling.

"In a sea of young watch brands, VIEREN has the dream, and the knowhow, to forge their own fresh path."

Revolution

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