In this episode of The Micro Collector, I’m joined by Reagan Cook and Ryan Torres, Co-Founders of Vaer.
Vaer is one of the clearest examples of what makes the microbrand watch space so exciting: durable, well-designed watches with real specs, approachable prices, and a brand identity built around everyday adventure.
In this conversation, Reagan and Ryan share how they went from working together at a tech startup in Santa Monica to building Vaer, why they saw an opportunity between low-quality fashion watches and expensive luxury watches, and how they used their own savings to fund their first production run.
We talk about the lessons they learned from designing their first watch, the advantages and challenges of entering the watch industry as outsiders, and why they made the decision to bring assembly to the United States.
We also get into Vaer’s expanding collection, from quartz and solar to mechanical, field watches, dive watches, GMTs, and more, as well as who the brand is built for — from everyday one-watch owners to collectors and enthusiasts.
Finally, Reagan and Ryan share what they’ve learned from opening their first showroom in Venice Beach and how they think about building Vaer at scale.
Chapters:
00:00 Designing the First Watch: Challenges and Triumphs
02:09 Learning Through Experience: The Importance of Trial and Error
05:11 Navigating the Watch Industry: Advantages and Disadvantages of Being Outsiders
07:54 Building a Unique Manufacturing Process: U.S. Assembly
10:48 The Collection: Understanding the Target Audience
13:34 The Showroom Experience: A New Chapter for Vaer
Learn More About Vaer:
Website: https://www.vaerwatches.com/
Instagram: https://www.instagram.com/vaeradventure/
Facebook: https://www.facebook.com/vaerdesign
YouTube: https://www.youtube.com/@VaerWatches
Reddit: https://www.reddit.com/r/VaerWatches/
If you enjoyed this episode, be sure to subscribe for more conversations with the founders and operators behind the most exciting microbrands and independent watch companies.
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