When translated from Dutch to English, Vieren means "celebrate." This sentiment reflects the jumping-off point for the luxury timepiece brand, whose signature square-faced watches were initially inspired by co-founder and designer Sunny Fong's high school graduation and celebratory gift. Alongside Fong, 2009's winner of Project Runway Canada, Vieren was co-founded by former management consultant Jess Chow, whose family ties to luxury watchmaking propelled her into the fashionable industry.
Officially launched in 2020, the brand's intricate pieces are hand-forged over six months in La Chaux-de-Fonds, Switzerland, ensuring first-class quality and comprehensive durability for each and every watch. Fast-forward to today, Vieren continues to hold itself to the highest level of construction and pull new inspiration from a collection of sources, while always celebrating the power of time.
With their latest collection, the brand drew upon Los Angeles' iconic architecture for inspiration, following the vision of celebrating modern design, contemporary architecture, unique texture, and tone-on-tone aesthetics to create subtle yet sexy watches.
Beginning with the immediately recognizable Disney Concert Hall, designed by the famed architect Frank Gehry, Vieren's dual white watch options mimic the building's monochromatic façade, glimmering sheen, and sharp edges. As the substantial music venue is a staple in DTLA, Vieren's white automatic watch options are staples to its collection, offered in both Matte White ($1,800) and White Diamond ($2,500), with the former featuring 31 genuine diamond indices for added elegance.
Generated by the amazing architectural minds of Richard Neutra, Pierre Koenig, Charles and Ray Eames, and more, Case Study Houses were sponsored by Arts & Architecture magazine to showcase new design techniques ideal for the post World War II family. Many of these modernist architectural plans were made a reality throughout Southern California around the 1950s, with one of the most famous, Case Study House #22, designed by architect Pierre Koenig, serving as an inspiration point for Vieren.
The brand's Matte Black ($1,800) and Black Diamond ($2,500) automatic timepieces showcase clean lines, a minimalist black palette, and a matte texture, purposefully following the geometric angles, consistent color scheme, and strong steel beams that serve as themes throughout Case Study House #22.
Vieren's automatic Black Croc ($1,950) automatic watch includes all of the high-end finishes the brand is known for while adding a luxe vegan crocodile leather that stretches from strap to dial. Aiding in the exotic texture choice for this timepiece comes from another DTLA showpiece designed by Diller Scofidio + Renfro, The Broad, whose striking honeycomb-like exterior wraps the contemporary art museum from foundation to crest, providing added depth and visual richness.
All of Vieren's inspired timepieces mentioned above can be perused and purchased on the brand's dedicated online shop. Accompanying each watch purchase is a matte black showcase box and certificate of origin, authenticating the watch's coveted Swiss make.