Lonely Wrist: All Things Watches & Horology
Lonely Wrist dives deep into the intricate world of watches, unearthing the stories, craft, and passion behind every ticking piece. From timeless classics to modern marvels, this podcast winds through the history, mechanics, and cultural significance of timepieces. Whether you're an avid horologist or just someone who admires the beauty of a well-crafted watch, Lonely Wrist offers a unique perspective, uniting enthusiasts and curious minds. Join us every episode as we explore the art of watchmaking, discuss the latest trends, and interview watch industry experts, all while appreciating the silent yet profound voice of every watch's lonely wrist.
Lonely Wrist: All Things Watches & Horology
VIEREN's Rectangular Revolution with Jess Chow and Sunny Fong
What if the simple choice of a watch shape could redefine an entire industry? Jess Chow and Sunny Fong, the brilliant minds behind VIEREN, join us to share their incredible journey of creating a brand that’s challenging the norms. Jess’s deep family roots in the watch world and Sunny’s vibrant fashion expertise have culminated in a line of rectangular watches that stand out from the crowd. Hear about their serendipitous meeting, the personal and cinematic inspirations behind their designs, and the hurdles they faced in crafting these one-of-a-kind timepieces.
Celebrating the artistry of watchmaking, we dive into the meticulous process of creating VIEREN’s Swiss-made components and their unwavering commitment to sustainability. From the launch of the VIEREN brand in the challenging landscape of 2020 to the innovative online strategies they adopted during the pandemic, Jess and Sunny’s resilience is nothing short of inspiring. They also give us a sneak peek into their upcoming in-person pop-up event in Toronto, where they hope to reconnect with their community and showcase their stunning creations.
In this episode, we explore Varon’s evolving collection, from the OG Automatic line inspired by modernist architecture to their fashionable collaboration with hip-hop star Saweetie. Jess and Sunny discuss their design philosophy, the intersection of fashion and horology, and their focus on authenticity. Learn about their latest collection inspired by vintage stereo systems and their future plans for brand expansion. This is an episode brimming with passion, creativity, and a fresh outlook on the fusion of fashion and luxury in modern watchmaking. Don't miss it!
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Welcome everybody to another episode of Lonely Wrist. Today we have the duo from Varon, jess Chow, sunny Fong. Welcome to the episode.
Justin Summers:Hi, hey guys Thanks for having us Welcome guys.
Blake Rea:Tell us about, first of all, how you two met. I'm curious because, jess, I did read a little bit about you and you know your parents were in the industry. Sunny project, run right project, runway renner what can I talk? Runway winner and, uh, and fashion designer. So how did you guys get connected?
Jess Chow:Yeah, so before we started VRN I was actually in the business realm. I was a management consultant for over 10 years, working at an agency and grinding down and kind of always advising and building brands for other people. And after I kind of turned 30, I had a little bit of a self-realizing moment where, you know, I really want to kind of reconnect with things that made me who I am and you know, watches is such a part of my childhood. At the time Sonny was also working there and I was kind of sharing my passion for watches and he actually shared a personal story about watches himself.
Sunny Fong:Yeah, I was taking a little hiatus in fashion, I just needed a little break just to like clear my mind and my creativity. And that's when I met jess and she told me like, oh, my family's in watches and I'm like, oh, I'm, I would love to design a watch and, um, really bring that sort of design forward. I was telling her, like after I turned 40, I started wearing my dad's automatic watch again just to really keep me motivated, keep me going, because the idea was like, if I didn't wear, time would stop. So I really wanted to bring back you know, the time piece and I started wearing my dad's watch all the time and I showed Jess and I told her my story and then she somehow like all together, it just magically happened that you know we're doing this yeah, it was just beautiful that you know a time piece could actually be used as inspiration for you to get out there and for motivation.
Jess Chow:And you know, we kind of wanted to bring that, that story back, but in our modern and more unique way yeah, I mean, uh, sunny, I mean comparing fashion to the jewelry and watch industry.
Blake Rea:I'm sure that's been a challenge, because I mean you talked about it, jess, fast. Fashion is everywhere you know, there's a really small cycle of fashion trends versus now. If you look at watch brands that are digging back into the 40s, 50s, 60s archives and they're reviving these vintage designs and those are what people are into. So, sonny, I mean I'm assuming it seemed like it was an easy transition. Looking through your portfolio, would you?
Sunny Fong:It is, in a way, like in terms of like design. I love design in every facet, so for me I was really excited to be in the watch industry just to bring back that energy that I grew up with watches having that sort of design forward. That really sort of everything was very bespoke and very individual, like each brand had its own identity and with myself in design, I've always loved that idea that I never was part of fast fashion. I always wanted to create items that people accented their wardrobes with, and this was the same philosophy I wanted to bring forward with our timepieces. I didn't want it to be a mass produced brand. I wanted every single design to be, you know, a small edition where it only really like speaks to an individual.
Jess Chow:Yeah.
Justin Summers:Yep, I like that aspect of it too. I'm a I'm a musician, if you can't tell already, and I feel like I feel like everybody in their own place kind of gets that like in that way like burnout, like a writer's block sort of thing. You know, even with design, or you know music or photography or whatever the case, and it's kind of cool that you know you've transitioned that into a completely different facet and then kind of like rekindled this love for like oh, something new and like unique and and you're doing something that's, you know, like you said, um, you know, limiting, limiting these releases, um, I, I think it's really neat, um, so, to be more creative as well, like exactly making sure that each one has its own personality I love that.
Justin Summers:Um. So we know that you guys are kind of all in on the you know rectangular watches. We know that's sort of a big thing for you guys. What is it about that case shape that inspires you? You know, compared to doing a traditional, you know, round style.
Sunny Fong:I mean, it goes back to like a time piece that I got in my graduation. Um, it was. It was a rectangular case and I've always loved that that look and um, even if you look in cinema, like, every person who's wearing a watch is in a rectangular case. So I really wanted to celebrate that iconic shape and really set us apart from other brands, um and and I find like there's more sort of versatility with a rectangular face and even a challenge to apply all the design ideas that I have into this shape.
Jess Chow:Yeah and I know Blake is a big fan of rectangular shapes as well when we were doing research we noticed that there weren't a lot, and then we got into the engineering and manufacturing side and we realized why. It's because they're incredibly difficult to engineer. You know, the straight edges with the doubled curves, as well as the corners that have with the rectangular case really takes a significant higher level of precision engineering. And then we also decided to then put an automatic movement in there, which had to be thicker and larger as well. So we were super lucky to be able to actually collaborate with a watchmaking studio directly in La Chaux-de-Fonds, switzerland, where we were able to bespoke design every component of our watches. So being able to kind of bring that rectangular watch to shape or sorry, to life was really exciting.
Sunny Fong:Yeah.
Blake Rea:A circle within a rectangle is the world that you guys live in, what? So I've done some homework and it seems like you guys have a few kind of distinctive I don't know attributes. Um, it seems like every single varin is a limited edition, usually. Um, somehow you guys are still using edda because you know edda has pretty much like shut down the whole industry, like letting them kind of weed on their own. So somehow you guys are still powering your movements from edda or your watches from edda, um, and and then of course, the rectangle right and automatic right. So I mean every watch carries those same design principles. So, um, obviously sunny, with you know your, your background and your your inspiration of relying on your movement to power the watch, would you guys ever even consider going into battery-powered watches or quartz watches?
Jess Chow:I never say never to anything. These days Okay but you know, we are rooted in traditional watchmaking in swiss avar fair and we really want to highlight, you know um, this craft that is actually, you know, kind of going away these days. It's a, it's a bit of a dying craft and we're really wanting to bring back that art and really celebrate the heritage behind that let's uh, let's focus our lens on you now, jess, and so tell us about your parents.
Blake Rea:Tell us about the Geneva Watch Days, like where did your parents work? It seems like they met. Did they meet at Geneva Watch Days, your parents? Do I understand that correctly?
Jess Chow:Yeah. So both my mom and my dad kind of grew up with watches in different facets and they both kind of worked for different companies across the board from back end to front end, and my mom and my dad actually met at Baselworld oh, okay, back when. Yeah, that's awesome. So it's just interesting because I think I have a different kind of take on watchmaking.
Jess Chow:I really grew up kind of more behind the scenes, seeing how they were made and, you know, smelling the oil and like hearing the machinery, and there's a romance kind of to that that I really love and you know, I don't think a lot of people get to experience it. It's very behind the scenes and so bringing that forward is something that we really want to celebrate. We even made a kind of making of your in series where we took people behind the scenes for a studio to really see how you know the rectangular case was made, how you know the Swiss components were assembled, to really hopefully celebrate and showcase this art a lot of a lot of entrepreneurs that we talk to have issues with like supply chain.
Blake Rea:You know, like supply chain is what drives the watch industry. Um, it seems like you kind of uh, through your family ties, have bypassed a lot of the supply chain efforts. Is that accurate?
Jess Chow:Yeah, I think supply chain is a struggle across the board around these days, but I think being able to really deliver a quality product is something that we're really proud of. This is something that I feel like is building on our legacy, and so making sure that each piece is um considered with thought and care, I think, is something that, uh, hopefully, makes us special I mean, we're really lucky to have justice access with like switcheroo and then getting everything swiss made.
Sunny Fong:I think that's like a piece that not everyone has access to, and for me, just to see all this in the making is really like eye-opening and we really want to share that with the world.
Blake Rea:I'm curious about your. We talked briefly about sustainability, like before the podcast. You know, obviously you guys are trying to make a difference in the world. Tell us about that.
Jess Chow:Yeah, we joke that with our automatic watch. It's kind of like the original Fitbit. One day, when AI takes over the world, you'll still have your automatic watch, right, maybe you know. Hopefully, one of those is on your wrist, and so you know. Sustainability is something that we really grew up with, and even down to our packaging. It's something that we consider, um, you know, all of our watches get delivered in a watch stand.
Sunny Fong:Um, as well as a watch box set, uh, something that you can actually showcase your watch at home that's both functional as well as beautiful I mean in my dna, like form and function is always like, very key, um, but so when we designed our packaging or like, oh, why are we just giving a regular cushion in a box, like, why don't we make this more functional and then ship together a watch box and a watch stand, and I think, like for us, like even in our original dna, thinking about like things lasting forever, like my dad's automatic watch being almost like 60 years, 60 years old, and that and it's something I'm not going to throw it in the garbage Like this is one of those things that we want. To make sure that our time pieces last as long as we do so.
Justin Summers:What were some of the um, what were some of the biggest challenges, uh that you guys have faced launching uh the viren brand um, and how did you overcome them? Because we know everybody has stories, everybody's got different challenges that they face um, but we're curious to know, you know kind of, what unique stories you guys have, uh have had yeah, um.
Jess Chow:So viren actually means celebrate in dutch. Um, we're really here about celebrating and we, we love doing that, you know, in person. Uh, we launched our brand in 2020. Um, just perfect timing for in-person events, right? Um?
Justin Summers:I wonder what happened.
Jess Chow:I don't know guys um gap years but, um, you know, we really shifted a lot more onto an online strategy and I think with a luxury watch, being able to put it on your wrist is very different and being able to get that feel. So we really doubled down on a lot of those efforts so that you can really see a lot of those bespoke details, details. And then, um, when things opened back up, we were really excited to then really have these more curated, exclusive events where we could kind of showcase and, um, bring our watches to life in a different way I think, like for us, like our mentality was, the show must go on.
Sunny Fong:you know like we pushed each other to really like get the ball rolling. We didn't wait and we were really excited about having our time pieces out and really sharing it with the world. And now everything's all opened up. We really want to bring those sort of intimate moments back and really have people experience our time pieces on their wrist as opposed to a screen.
Jess Chow:I think we took some creative approaches to that in terms of different pop-ups and we did one in New York at the time and it was great to really introduce the brand to kind of the New York Soho crowd. And then later this year, actually in September, we're going to be doing a pop-up in our hometown of Toronto as well, first one back home where we can actually showcase to you know, our friends and family.
Blake Rea:Would you say? I mean, obviously we've. We've had a few other brands that got kind of stir crazy during COVID and built watch brands. Like it just seems like it was the thing to do to build a watch brand during covid, um, and particularly being based in canada. Um, like I, I flew from istanbul and I flew through toronto, and this was during covid and uh, and I had no intentions on entering, entering canada, but they wanted to like, put me into, like a quarantine hotel and like, do all this.
Blake Rea:And I'm like, I'm like, look, just arrest me, like I am not going to a quarantine hotel, I am trying to go home. I've been in europe for nine months, let me go to america, that's home, you know. And um, anyways, ironically, um, they, me and like seven other americans were like, look, like we're not going to quarantine hotel, like we have no intention on going into Canada, we just want to go home. And they locked seven of us in a room with just a bathroom until the next day, until we could fly out. So from what I've heard, it was a lot tighter of a lockdown in Canada than here and through my experience, I would say so as well. Would you say during that time it was an additional layer of complexity building the watch brand during COVID.
Jess Chow:Oh, absolutely. I think that was one example that you highlighted, but I think many examples across the board. But challenges happen all the time and I think that just forces you to be more creative, right? So, the year we launched there, there were restrictions, there was a maximum, I think, of 30 people, but you know. Then we designed a really curated launch party where we had, uh, specific seatings. We actually had the watches, um, displayed. You want to talk a little bit about?
Sunny Fong:yeah, we had, like a situation where it was like um, there was a maximum, like amount of people. Everyone needed to be spaced out. So came up with the creative idea of like having a little small, little tasting menu of showing our watches on platters and really bringing it per table and everyone having their own experience with the watches. Um, within like, it's had to be like a capacitive two per table. So we did something really creative like that where we booked on a restaurant and really had like individual seatings and and viewing of our uh, tasting watch menu.
Blake Rea:Yeah, that sounds kind of cool. And then meanwhile on the back you're just like scrubbing them down with like all right, all right, like here we go um it was very successful.
Sunny Fong:It would really brought a sort of positive energy. I think people showed up where I was really happy to be out and be surrounded with like minds and really being able to enjoy something that we worked really hard and show that like we're still going to plow through even tough times.
Blake Rea:Yeah, I'm curious about the design philosophy. Um, I mean, clearly I would say, like you have a very unique design language. Um, I mean, you guys are giving a unique perspective through a very traditional form factor. Um, how do you make your watches stand out in such a limiting form factor? I would consider to be limiting, right?
Jess Chow:so yeah, I know why sunny had to move from inches to millimeters as we go you're learning about tolerances now too, right, sunny?
Sunny Fong:yes, it used to be quarter inch tolerance. I can't do that. I didn't watch me. Um, I mean, I think, with my design philosophy, I think everything's in the details, even with clothing. It's all about structure, it's about fit, I think, applying that same sort of philosophy and DNA that I have into watchmaking. So when it comes down to all the little details, luckily we have access to create all these details. For instance, in our watches we have our gold Reholt ring. I think you can see the sort of gold highlight here. It has the minutes etched into it. So around the perimeter of our dial you can see the minutes and that's a little detail that we have in all our watches, can see the minutes, and that's a little detail that we have in all our watches.
Sunny Fong:I think when exploring um sort of our core, sort of um design, I really thought about what are the things that will separate us from everybody else and that will be uniquely us. So I really spent a lot of time doing a lot of research, finding how many little things I can sneak into the watch without it being overly like terribly designed. So it's all about less is more and then finding form and function of every little piece that is in our time piece and having, for instance, I wanted a matte black watch. We made sure it was dlc and everything was all the same color, tone black and it's tone on tone, and I really wanted to sort of bring forward that modernist energy. And those are the things that speak loudly in very subtle ways.
Jess Chow:Because we couldn't just buy black fabric. Yeah.
Sunny Fong:I couldn't use a canvas spray van and do it. These are the things that had to really work with our team in Switzerland to make sure that everything was 100%.
Blake Rea:Yeah, and I mean I understand. I mean prototype after prototype after prototype, you guys have to figure. We've talked to people that have thousands and thousands of watches that just didn't make the cut. Um, but I'm curious now, since you're I mean, what would you say your ratio of fashion and clothing to watch? I mean, you're still designing clothes, I think, if I read correctly. Um, so do you ever find yourself designing like an article of clothing? You're like, oh, like, this is something that I picked up from designing watches designing watches.
Sunny Fong:Um, I do actually I mean in term, uh like I find myself actually designing watches. I find myself doing design things with more angles, like figuring out how to create volume with a minimal like, um, like lines. So really like there's a nice balance and influence in each of, in each different sort of design aspect. Fashion really influences my watchmaking and watchmaking design, like I find a lot of inspiration through interiors as well. So really I pull little pieces of everything that I see that has a moment of design in it and I keep that stored and I put it forward in anything that I manifest.
Blake Rea:Let's talk about the collection. So obviously is the, is the OG, is that the the original for you guys?
Jess Chow:I'm assuming you got it.
Blake Rea:And then, how did the? How did the collection grow from, from the OG, like, how did it progress? I mean, because you guys have a pretty diverse collection, I would say there's a watch for everybody in here, not a diamond guy, but I mean there's something in here for everybody, I think. So how did the collection grow?
Jess Chow:Yeah, so we started with the OG Automatic. We launched that in 2020, and that collection really was poorly inspired by modernist architecture. So you'll see those clean lines Mies van der Rohe, some Louise Nevelson sculptures, a lot of kind of art influences.
Sunny Fong:So we took a lot of that modernist DNA in terms of clean line, less is more form and function, a lot of that modernist DNA in terms of clean line, less is more form and function, and that really sort of established the shape of our case, even having the lugs being angled inward towards the band. Those are, like all the considerations that I took influences from modernist architecture. What I really wanted to do was find out the solid foundation of our case and then really design everything from that foundation very like, very much like architecture. Yeah, so we started with our matte white. I really wanted to channel that sort of blank canvas, everything's tone on tone, and with that piece, everything sort of flourished in terms of like the matte black exploration with um what if we made it all?
Sunny Fong:black. Yeah, what if we made it all black with dlc? And then, jokingly, talking to the team, I'm like, oh, can we do something with a deboss pattern with black diamonds, just to keep everything monochromatic? And the answer was yes. So really exploring all these different facets and materials that I'm not very familiar with, but really having them, you know, make these pieces and seeing them in person and wearing it on your wrist really just blew my mind and really created more ideas and more ideas and really challenging the team.
Jess Chow:Yeah, and I think as we continue to experiment with the OG automatic collection really it's Sunny's fashion DNA there was a lot of leather. It was really a staple in fashion. We were like let's reinvent the classic leather watch. What if we actually took the leather all the way through and actually had a leather dial? So you know, our BlackRock version actually extends the leather all the way through the band onto the dial and it's real leather back there as well, to resemble that of a leather cuff. And then you'll also kind of see the detail of the gold re-haul ring which is kind of our signature along the piece there.
Jess Chow:So just really experimenting with color and materials.
Blake Rea:Something that I don't think people realize is, with a rectangle watch, like, getting the lugs is like near impossible. And so obviously most rectangle watches they have flat lugs, but you guys do not have flat lugs. But you guys do not have flat lugs, so I I know how challenging just getting the case shape you know, and and you're like, okay, this is not gonna work, no, I'll just throw this away.
Blake Rea:Um, and then do you guys have different sizes here, so are you guys just have one case in one case size, or do you guys have anything with smaller form factors or yeah, um, right now we have the one case size and it was very intentional I think, uh, one challenge that I really wanted to bring forward was this sort of unisex um attitude.
Sunny Fong:I really wanted to find the perfect size for both men and women's wrists.
Blake Rea:We had different challenges just because we also had, like, an automatic movement and then Jess has the smallest wrist, so we were testing out different sizes just to find the perfect size that would translate well on most wrists around the world, really trying to find the right materials and the right finishes that would translate with any wardrobe or any collection and um and yeah, I mean rectangle cases is like hit or miss, because, like I, I do wear like a large, a large tank and um and a medium reverso, but then like, if you look at like, like princess diana also wore a large tank, you know, but then muhammad ali more wore a medium tank, you know, like so, so like you have this weird kind of proportionate dysfunction in a in a weird way. So, challengingly, uh, it's a bold decision to just say hey look, here's the form factor for now.
Sunny Fong:I mean, I think I was told once I'm like watches have no gender. We really wanted to remove that and have that sort of design for everyone and really having the design itself speak to the individual yeah, I, um, was also snooping on instagram and I saw that you guys had sweetie repping your watch.
Blake Rea:I'm so curious as to how that all came together, because the video is cool. Like she like gets this box and she opens it. She's like, oh, like, I'm curious as to how logistically that, uh, that all came together man, everything was just because we were so lucky, uh, with this opportunity with Saweetie.
Jess Chow:It was just, honestly, the the perfect partnership for our brand. So, you know, we just launched the stereo collection, which is the newest one, and it's actually inspired by music I know Dustin's a big fan and earlier that year we had launched our gold sunray and gold mirror editions that had like a skeletonized dial they all gold, um, and then we were uh planning to really launch our gold diamond series. Um, and then, uh, we, we got this partnership with saweetie and it was actually her 30th birthday celebration. Okay, we were able to kind of gift her, uh, one of our gold diamond watches, which is representing icy girl perfectly. Um, she loved the gift, of course, and we actually had um icy girl um custom engraved uh onto the watch stand in gold for her as well. Nice, she got to kind of rock out and bling out with with our latest collection yeah um, would you consider yourself?
Blake Rea:so I I find you guys kind of juggling like fashion and uh and like luxury, right, I mean because you know we, we have a lot of our, a lot of our audiences into micro. I mean like we will drop a micro podcast and it'll get like double the amount of listeners as as like having like ulysse nardone or something you know like a big, a big brand or panerai, right, um, oh shit, I think I put that out there too soon, um, but but anyways, so would you consider yourselves kind of playing more in the fashion space or playing more in the watch space?
Jess Chow:uh, I think really we're at the intersection of those things. I think a lot of people want to kind of put us in a box in one place or the other, and I think we created the brand as an intersection of art and science and I think that's what we would want to continue bringing. We will always have the highest level of design through kind of Sunny's perspective, and then we will also simultaneously deliver the highest quality in Swiss Sapphire, kind of through my expertise. So hopefully we can come together in a beautiful collaboration.
Justin Summers:Who would you guys say is the ideal? You know? Veering customer. Who would you guys say is the ideal? You know? Veering customer.
Jess Chow:And how do you engage with your audience to ensure that, like the brand you know, resonates internally with them? Yeah, our customer is someone that is very savvy, they are educated and they really are looking for those unique statement pieces that show off, you know, their personality and their design eye Right. What we've noticed is, you know, a lot of our customers are quite multifaceted, like Sunny and our multi hyphenates. You know he's a fashion designer, he's a watch designer, he also cooks. Well, you know we do lots of different things.
Justin Summers:Where's the closet full of hats? We do lots of different things.
Jess Chow:Where's the closet full of hats? Exactly Right, and I think being able to bring you know things that aren't just traditionally watches or traditionally fashion, and be able to bring inspiration from all of these different things, is really what makes us a modern brand, that is, you know, a forward looking and unique. Hopefully, yeah.
Sunny Fong:I think someone who knows watches and who's seeking something that is has new energy. I think that's that. That says you know, um, you know I don't come from a watch world, I come from design and really trying to blend that and really capturing the sort of the heritage of watchmaking because I I grew up with watches, I I've seen the evolution and I've also seen the standstill where it's just sort of the same stuff and now there's this sort of heightened watch design energy now, which we really want to be part of and capture that energy again. So I think someone who wants that newness and who's willing to support new brands, like us, who is bringing that same energy that we live for yeah and um, and I did notice too, like you didn't tell me, uh, what type of rectangle watch your dad had, was it?
Blake Rea:was it what I think it is?
Sunny Fong:um, it was actually like uh. It was like uh I don't actually don't remember the brand, but it was.
Blake Rea:You have it, though, come on Like that.
Sunny Fong:automatic watch was not a retagular watch.
Blake Rea:Oh, okay.
Sunny Fong:The graduation watch was retagular.
Blake Rea:Okay, okay, okay, there we go, there you go. It wasn't a beard, it should have been, though it should have been, though it should have been. Um, yeah, I'm assuming, kind of walking the fine line between like fashion and in micro brand horology has, you know, additional challenges, because people do want to say, no, they're a fashion brand, no, they're a micro brand or whatever. They want to compartmentalize you and they label you they want to label you um. Have you guys gotten any any weird kind of challenges from that, from walking that fine line?
Jess Chow:um, I think anytime you put yourself out there, there's going to be people that feel you are one way or the other. I think even when we were talking about the rectangular case shape, you know we're like we wish it was longer, I wish it was smaller, you know. But I think we are very intentional with what we do. It represents kind of what we scan for and you know we're very comfortable with the direction that we're going and hopefully people can see our authenticity and it resonates with them, the direction that we're going and hopefully people can see our authenticity and it resonates with them.
Blake Rea:And I saw to you when I was doing some homework, the the og. So I'm assuming, because that was your first, you know your first viren watch like, but here is uh limited. So I'm assuming this is a revival right from your, from your original, is that?
Jess Chow:So all of our timepieces are limited edition.
Blake Rea:Okay.
Jess Chow:With our OG Automatic we kept it only 100 each. Each one of them is numbered on the case back, really creating a collector's item, Got it. And then with the latest stereo collection, really amping that up a lot more and they're actually special edition.
Blake Rea:There's only five of each of those wow yeah, I mean the the golden waves is is pretty cool, I will say yeah, our golden waves is our newest one.
Sunny Fong:Um really was inspired by vintage stereo systems, like the idea of music and sound bringing life to us. We love music so when I designed that, I really wanted to have a sort of 3D representation of sound waves, inspiration from speakers and just all these little details and ideas that I've had in the research and really translating into a timepiece. I think it is sort of magical in the way it captures the light In every angle. You are able to see the 3D waves as well as see our active movement behind our skeletonized dial and the rubies and gears, and it really has all the sort of essence of music and then, um, the bracelet too, that's.
Jess Chow:I'm assuming that's something you guys also designed, or yes, bracelets are challenging the bracelet is actually something that we get a lot of feedback on, saying that they it feels like butter and they love it. We're really bringing back the traditional watchmaking and we even actually custom designed the buckle.
Sunny Fong:Yeah. So for me, I really wanted to make sure that the clasp, the little, is more where it's actually hidden behind our bracelets. So it is more sleek and less pinchy.
Blake Rea:Yeah, behind our bracelets, so it is more sleek and less pinchy. Yeah, and does um, I guess, jess, when you popped yours off, it looks like it was. Does that sound like spring loaded? Did it, did you guys? Or is that just? No, it's just the double deployment class, okay, okay, because that thing snapped off with confidence.
Sunny Fong:So I was like yes it's well made um and something too.
Blake Rea:um, it looks like you guys are kind of experimenting with finishing too, so like it's really hard to tell, but I mean obviously for the listeners. We have not at this moment gotten hands-on with your watches yet, but it looks like you guys are having a satin case but then you're using a high polish bracelet, is that?
Jess Chow:Yeah, I think we experiment with different textures or finishes for different styles, keeping kind of the modernist approach. We want things to kind of be tone on tone. So different ways of highlighting texture and creating different sheens and variants really create a lot more of that design detail that people look for, especially on a luxury timepiece.
Sunny Fong:Yeah, like for our gold mirror, we really wanted that high polish look. We had the dial high polish as even the case and the bracelet.
Sunny Fong:And then exploring sort of a different finish, like with the sunray, having that sort of sunburst dial in combination, contrasted with the high polish, really sort of having that juxtaposition in that timepiece. And then exploring different finishes with waves, where it's has a 3d dimension in it and also a different finish. So really like playing with texture, um, and and having that translate um in our timepieces is really key for me because I believe in subtlety as well and and I think finishes are part of that.
Justin Summers:Very important. It's all these little details. You know different hues and tones and textures, and ultimately you're trying to convey all these minute details through these dials to essentially give it depth and character. So, yeah, I mean I think I think you're right on track. You know it's in even just like the simplest little detail. Um, ultimately, I mean I think I think you're right on track. You know it's even just like the simplest little detail. Ultimately, you know, can convey a completely different thought in somebody's mind, to be like, wow, like they put the thought into that, like that's, that's really cool. You know that's really thoughtful. I'm curious and I know Blake probably is too Do you guys have any upcoming you know innovations or maybe new models that you guys are particularly excited about? Or maybe new models that you guys are particularly excited about? And you know what can you know us, our audience, everybody expect to see from you guys in the near future?
Jess Chow:Absolutely. You know we're always full of ideas, we're always at the idea board. You know it's really about focusing those ideas and making sure everything makes sense. It seems like you know you blink and it's five years and next year is actually our five-year anniversary. So right now we're actually hard at work, kind of crafting our launch of you know what is going to be kind of the next phase and next chapter really for VR and luxury watches and next chapter really for VR and luxury watches.
Sunny Fong:I think we're going to be looking into sort of bringing forward our OG DNA for it a lot more and then who knows if we might try something new not round yet but really sort of take our next step in terms of, you know, that sort of luxury watch world Like what can we do next, and really trying to find those resources and playing around with those.
Blake Rea:I'm curious too. So, as a fashion designer, or just designer at this point, that whole industry is very collaborative. That whole industry is very collaborative. Is there a possibility for collaboration in the future lineups, or is this just something that you just want to carry on your own shoulders?
Jess Chow:Yeah, we're definitely open to anything Collaborations, of course, growing to be our own family, I think, across and really able to showcase, you know, our time pieces with different interpretations. Sonny's done a great job in building a base and you know, the sky's the limit in terms of how we want to continue to experiment.
Blake Rea:And what does Viren mean to you personally? And so if you guys could say what is your favorite from the brand, your brand? I know that's a hard one. We always ask designers this who's their favorite child? So I'm putting you on the spot right here, right now.
Sunny Fong:My favorite will always be the first one. It's our matte white. That's where everything sort of flourished. It's our, it's the one that sort of brought everything else to life. It was a sort of blank canvas and and I will always love that piece because I think that was the first thing I designed how do we put all the details in in a lot in a timepiece? That is very subtle and doesn't really, you know, stream anything but opportunity and sort of ideas. And that was the piece that sort of led to other ones, which is like, for instance, the Black Croc, having that sort of foundation and being able to play with materials and explore and then with stereo, just taking it a little bit further and a little further. I think without the matte black, matte white, none of this would be where we are right now.
Blake Rea:What about you, Jess?
Jess Chow:What does Viren mean to me? I always go back to kind of our brand motto, which is is power, your time. We're really about having people put on our timepieces and feel powerful, and I think the timepiece right now that I feel the most powerful in is really our latest Gold Waves watch. It's all gold and it has that 3D quality to it. Honestly, when I have the watch on, people across the room sometimes are like what are you wearing on your wrist? Can I take a closer look? It's a great conversation starter and I always feel great wearing it anytime I'm out, whether you're at a party, just going to the grocery store, you know anybody can feel better about their day and feel powerful, and so I think gold weights would be my answer right now.
Blake Rea:Watches are a cool way of grounding you, you know, like, in the weirdest way, like I always look at watches as not only time keepers but time capsules. You know, like, I look down at the watch that I wear and like be like, oh, I remember I did this or that or I was here during this day or whatever, um and and Um and and watches are so weird, like that, and and to have something unique that still kind of pushes the boundary is definitely an accomplishment, I think, and um, you know, before the podcast, I, um, you know, obviously, I there's so many great brands out there that we have a hard time keeping up with, you know, and uh, and I was very impressed before you know, um, before we scheduled this and came on, you know, I thought that you guys are definitely have a cool product, a unique product, and uh, and yeah, I'm, I'm excited now to to now be connected with you and um to now be connected with you and um, I've, I've got a question for you guys and sorry to interject.
Justin Summers:Um, you know, hopefully we're probably getting you know towards the end of this. Uh, you know. So what I've got so far is the first child is the favorite. Um, no, I'm just kidding guys, just just real quick, though. Uh, where do you guys see yourself? Uh, within the next, you know five to 10 years? You know kind of long term for the brand. You know, like any good business, you know you have to have some sort of strategy, some sort of planning. What do you guys see, varian, you know doing? You still making waves in the market. Are we going to transition into something else?
Jess Chow:Or what do you think? Yeah, we're really excited, really, for the next chapter I mentioned before. This is really a bit of a legacy, it's a love letter from my family, and so being able to continue is something that's very important to us. I think being selective, starting small, was something that was important to us and making sure that we were focused, but we're growing up now and we're ready to, you know, share more of us to the world, and so we're hoping to, you know, continue to expand within North America and, you know, expand into other markets later this year as well.
Sunny Fong:Yeah, I think for us, we really wanted to sort of establish ourselves within these five years to sort of not be a flash in the pan. We really want to be able to, like, take our brand forward and explore more and design more and give people more of us and and and that sort of same energy and watch making that I loved so much when I was a kid and just growing up with so, really, you know, capturing that moment.
Blake Rea:Yeah, yeah, I think. I mean I've been to so many watch shows and I've talked to so many micro brands and they all have the exact same challenge, which is the one, the uphill battle you guys are facing getting your watches in front of the audience. You know um and and there I mean there has to be an emotional connection. Like people don't buy watches for logic, logical people do not buy watches, right, just just crazy people like me and all of us right, um, because obviously I mean there's no real need for a watch anymore.
Blake Rea:Right, I mean, let's say, let's put it out there. You know, as a person who has 150 watches can say, um, but you know that challenge is getting the watch in front of your audience and creating that emotional connection with your potential. You know, new owner, um, new collector, um, so how are you guys trying to to combat that? Like, I want to see you guys at some of the watch shows here in America. You should work on that if you can. Um, but but yeah, I mean I'm assuming how have you guys combated that challenge?
Jess Chow:Yeah, I mean we're in active conversations um with with different parties. Um, you know we were down in New York and in Chicago and San Francisco through wind up watch fair a couple of years ago. Um, so hopefully, uh, we can kind of continue to build that community um, and Really I think just getting in front of watch enthusiasts is the most fun part of our jobs, honestly like being able to just feel the energy of people that are really passionate as much as we are about the category. So you know we're actively in pursuit and so if there's any opportunities, please let us know.
Blake Rea:So when you guys went to wind up, were you just kind of like just exploring the space or were you guys presenting we had our own booth.
Jess Chow:We met a lot of people there.
Sunny Fong:We realized we are a special addition to the watch fair and really having to meet the people who are enthusiasts come see our work was really nice. Nice to like, get feedback and and understand sort of where we stand.
Blake Rea:Yeah, uh, when I've been to pretty much every lineup for the past like few years now, when, when did you guys? Because I must have overlooked it.
Jess Chow:I mean, I'm just you had the disco ball going. I thought we were like the invisible. What it depends on, what?
Blake Rea:year. It depends on what year. It depends on what year you were.
Jess Chow:We were in New York the past two years, and then we were at Chicago and San Francisco as well.
Blake Rea:Oh, for the past two years.
Jess Chow:Yeah, yes, in New York I was in Chicago.
Blake Rea:I was in San Francisco for the past two years. I was just in San Francisco a few months ago.
Blake Rea:My boy literally put himself in the hot seat well, yeah, I mean, give us a little sympathy because it's just me and justin and we have I can't even like go through half of my emails like per day, like, and everybody wants to in the weirdest way. You know, this is a new project for us. Uh, lonely wrist has been out for just over a year now. Um and and yeah, everything's coming together so quick and it's just me and justin, and I've told a lot of people I'm like, look, I'm not looking for new brands, like they have to find me. You know what I mean. And so, yeah, we have our own challenges, but you guys were in San Francisco this past. I know that was two years ago Okay.
Blake Rea:Okay, okay, all right, all right.
Sunny Fong:Okay, all right, that's bad.
Jess Chow:Anytime Blake.
Blake Rea:We're having a little one right now, so I know I'm having like a oh shit moment, like I dropped the ball, the disco ball the only disco ball yeah, yeah, we, we have been kind of, uh, experimenting with this kind of last concept.
Blake Rea:Um, obviously you guys are guests on our outlet. Uh, thank you for coming on, um, but you know we're we have tried but trying this thing of turning our outlet over to you right for the end of the episode. Uh, for the people that made it, you know, obviously they're engaged, right, um, is there anything we touched a lot on? Design and inspiration and and the future? Is there anything that you felt like we missed? Um, you know, or wanted to say that that we didn't hit?
Jess Chow:um, I think you guys did a great job. Um, thank you so much for the conversation. Honestly, it's just been a pleasure chatting with you guys. I know Blake especially, but I'm curious about Justin as well. Just being rectangular watch bands, just curious to know from our collection which ones speak to you after you asked us to pick.
Justin Summers:So I literally I was thinking the new stereo one, and not because it's the newest one. Like I said, I have a lot of back. You know ground and music. I've got drums, I've got records. If I could show you I'm, I have a whole studio Like I've got the big, like Yamaha monitors and all this stuff. It's just what I do.
Justin Summers:I've done it for a long time and so as soon as I saw that, I was like I love that, because I don't see that very often in the wash industry, where somebody takes something that's like music oriented and it just I love the texture, I love it. It almost looks like a little water drop, like just how it comes out, but for it to tie into like sound waves and like the stereos, it just it gives me like those like I don't know if that's like the, the correct era, but like that noir kind of like forties, fifties, vibe, um. And so as soon as I saw that, I was like bet, I love that. I would say that's probably my favorite, um, but I love that. You guys, you know you have like the, the leather, uh, faces and things like that as well.
Justin Summers:Um, I think that you know each, each one is unique in its own way and, just like you said, you know, it's like you can't really pick a favorite. To an extent, yeah, everybody has their own original one of their OG that holds a special place. But I think that you guys are doing a really good job about, you know, taking these designs and you know kind of putting a unique flair on each one of them. So, but if I had to pick a favorite, yeah, it's probably the stereo one yeah, I, my favorite doesn't exist yet so well, no, no no that sounded terrible, sounded terrible I.
Blake Rea:So I have a bias right. So you're matt right, is DLC right? So I just hate DLC. Like I don't know what it is about DLC but I have like this huge, like bias against it. Like I will not own a DLC, like burn them, all you know. But I love the dial from the matt black and I would love to see it in a steel case oh curious okay, okay but for that reason I have to go with the matt white for now yeah, good answer yeah and I'm like you're going on this rabbit hole.
Justin Summers:I'm like man, come on, dude. Like what else don't you like?
Blake Rea:it came off like really terribly.
Blake Rea:I'm so sorry, um, I mean as as a watch collector, you know, and like I said, I have over 150 watches and I I mean it seems like every day, justin, I know you're getting new watches and I'm getting new watches.
Blake Rea:Like last week I had, uh, 25 or so different prototypes, different, you know, loner watches, press watches, whatever you want to call it gifts, um, and and so, as I've started lonely wrist and I understand myself more as a collector, you know, I think that's the big thing that came from this. Um, you know, understanding ourselves as a collector, um, because there's watches that I've seen that I'm like, look, I love that, I just want to buy that right and um, and that it just doesn't fully like make the rotation. You know, like I don't have 150 watch rotation, I have like a 10 watch rotation, so I probably really only should have like 10 watches, um, but I made kind of these weird buying decisions where, like I bought them for milestones in my life, so like I bought this during that time or this during that time, so how can I sell a milestone from my life? You know what I mean, I.
Blake Rea:So I I have a weird, a weird strategy as a collector um and yeah, and and and so my, my rectangle watch, uh, um, desire has been so weird, so, like I, I was like cartier reverso, cartier reverso, like those are the only two, right like icons, right, um. And so I bought the Reverso first, thinking like cool done, got my rectangle watch, don't need another one. But no, it did not happen like that. And now I purchased a steel tank. And then, after I love the steel tank so much, and I purchased a gold tank. And then, after I love the steel tank so much, and I purchased a gold tank.
Blake Rea:And and now, um, I have a, I have a square watch here on loner, um, like, it's like, um, it's, it's like a little reverso, uh, esque, it's, it's varro, have you heard of him? Vario? So it's got this weird little um, but anyways. So I find myself kind of going down the rectangle rabbit hole and and looking for new watches. Um, I've got a boulevard, um, so, yeah, my, my love for rectangle watches is just spiraled in the weirdest way oh, what's the beauty of collecting watches?
Jess Chow:right, like it's fun, and it should change, like with your preferences, over time. You know you just hope you spend money on one that you know you can still wear later and later, you know um, but I think as you continue to explore, hopefully we can hit one of the virans in your rotation as well.
Blake Rea:Yeah yeah, I, I find myself looking for, at this point, versatility, you know, and I think that's what stuck out about the matte white, um, because I have every color strap, you know under the moon, and uh, and yeah, so I just find myself, you know, with a white or black dial so I can use those crazy um, like light blue straps that I have, or like I have some pink straps I have the weirdest strap portfolio and so I I found myself I just buy all 20 millimeter watches then, uh, then cool, I'll have a strap for everything, yeah, and white or black, um, so versatility is something that me, as a watch collector, I prioritize and I don't see if this is. Is this, is this a 20 millimeter lug? What's the lug size on this?
Jess Chow:of course, inside 22 oh, 22.
Blake Rea:Okay, I've got 22s as well. So you're lucky there, and it's only 10 millimeters, 9.2 millimeters, so that's, that's nice. And then I guess this was also another challenge too, but having automatic watch in that slim of a profile like how did you guys overcome that?
Jess Chow:It took over almost two years to overcome actually good, it looks like the case back helped you out a little bit yeah, I mean when we, when we first engineered the watch, um with with more traditional watchmaking, it was over 12 millimeters actually, and we went millimeter by millimeter to really slim it down. Um being able to be a dress watch that you can still wear under your cuff and be beautifully set was important um and so um, and we also wanted that gold ring to still, you know, be visible and um be highlighted. So we were able to slim it down to 9.2 millimeters, which we're very proud of yeah, really wanted to have that.
Sunny Fong:That the height of that rear hold ring may be maintained and everyone had to just engineer it and just shave everything off and get the smallest movement that would fit into our time piece as well was very key it's, it's beautiful.
Blake Rea:I think that stands out. Um, there's something about how matte the watch is, but still creating depth, but still because of the rehot, like it's very cool. It's very cool and um, and yeah, like I said, I'm very impressed and uh, and yeah, you guys are doing amazing stuff, so thanks, what else did you?
Justin Summers:I think that's all I've got I mean, we can hang out now at this point.
Sunny Fong:But amazing yeah, this is amazing, justin chatting with you guys yeah, of course.
Justin Summers:Yeah, thank you guys for coming on. Um, as always, you know, we always appreciate you taking the time out of your days to come and spend with us. Um, we try and be pretty genuine on this show. You guys seem like you are very genuine people, so we appreciate the genuine conversation. I'm sure that you know we're going to see some some big and great things from you guys in the near future. We're very excited, yeah.
Jess Chow:But thank you guys for coming on.
Justin Summers:It was great to have you and finally meet you formally absolutely well, please do keep in touch.
Jess Chow:um you know, our website is vrnco and our instagram is vr in time we will plug all the socials.
Blake Rea:Um, yeah, I'm, I'm thinking, because obviously I'm looking at your website and I know your watches are beautiful, but I'm thinking probably they're 10 times more beautiful in reality.
Jess Chow:So so, yeah, wink, wink, yeah wink, I know we were connected through taylor so we can chat. Maybe we'll get some watches over to you guys as well. Yeah, yeah, we think it'd be cool too.
Blake Rea:Um, so that was the reason why I picked up like my tank, you know, because I want a watch that I can wear and then I want to watch that I can just throw over to my wife, you know, like there's something, as a watch collector, like that to me was like the uncharted territory of like having a watch that we can both wear, that we can both share like what else out there. I mean, I certainly can't wear her dresses or her shoes, so good, no, no, cannot do it. Um, there's, there's very few like things that have that crossover right, and so so, yeah, yeah, I'm always looking at creating or finding something that, you know, her and I can share and, um, and, as a watch collector, I think that's very important. You know, sharing your passion with your significant other. Um, and, and there's not enough watches out there like I mean obviously, like she's not gonna wear, like one of my sporty pilots watches or anything you know she's just not gonna do it so gateway watch like yeah, so help me, help you the
Jess Chow:last one is perfect.
Blake Rea:You don't have to resize it, you can just wear the same one she doesn't even wear the, the, she doesn't even wear some of the stuff that, like, I've uh got for that purpose. So, but, um, she leans into the sportier side, so, but, all right, we have just reached an hour now. This was a great episode. I am so glad that you guys came on. I'm so glad we connected super excited. Like I said, I'm watching. I'm watching, um, keep us also in the loop of future press releases and, uh, and we'll certainly distribute those and and we will see you. I'm sure uh, are you guys coming to new york for the next wind up or anything?
Sunny Fong:no, I just focused on our pop-up this time, because I think that's during october, right, yeah, um, yeah.
Blake Rea:Well, I'm in vegas, so you could do a pop-up from vegas perfect.
Jess Chow:Well, we're always planning things down in new york. I mean, it's where I was born, it's our kind of our, our second home, and so we'll definitely keep you guys in touch um cool, amazing, yeah, all right, guys check out varin online and we will see everybody on the next episode bye.
