By Cassell Ferere,Contributor
Copyright forbes
Vieren and CEO Jess Chow mark the brand’s fifth anniversary by unveiling the artist-driven V Collection, blending Swiss watchmaking heritage, and modern design.
Sansho Scott/BFA.com
The luxury watch market is one of the last sectors of the luxury market to have fully embraced the intersection of culture, fashion, and taste. With the help of watch enthusiasts, influencers, podcasts like Super Niche, and platforms like Bezel, accessing the luxury watch market has become relatively open, given the tremendous range in price points. Similar to art, timepieces are considered precious, but also make a fashion statement.
Vieren and CEO Jess Chow mark the brand’s fifth anniversary by unveiling the artist-driven V Collection, blending Swiss watchmaking heritage, and global creative collaboration into wearable works of art that redefine luxury timepieces.
Sansho Scott/BFA.com
This can be a flattering timepiece for everyday or a watch worth flaunting from your personal collection. Watchmaker VIEREN has found its lane in the hundreds of years old luxury watch market, and to celebrate its 5 years of production, has compiled Swiss savoir-faire and modern art into a timepiece that reflects each artist’s idea of “time.”
Vieren and CEO Jess Chow [pictured] mark the brand’s fifth anniversary by unveiling the artist-driven V Collection into wearable works of art that redefine luxury timepieces.
The story of VIEREN began in 2020 with Jess Chow, who founded the brand honouring over 50 years of Swiss watchmaking in her family as the daughter of two watch entrepreneurs who met at Baselworld. Today, she is Canada’s first female founder of a luxury watch brand and a proud member of the Grand Prix d’Horlogerie de Genève (GPHG) Academy.
Vieren creative director Sunny Fong, unveile the brand’s fifth anniversary artist-driven V Collection, blending Swiss watchmaking heritage, modern design, and global creative collaboration into wearable works of art that redefine luxury timepieces.
Chow leads with a vision that permeates every timepiece, crafting the signature design with creative director Sunny Fong. “We’re shaping a new era of Swiss luxury to make time move for you,” notes Chow. This vision is embodied in watches inspired by modernist design, where luxury rectangular cases become sculptural masterpieces of Eastern-inspired architectural artistry and Swiss mechanical precision.
Vieren’s fifth anniversary artist-driven V Collection: Five international artists—James Goldcrown, Roberta Boffo [pictured], Cosmodernism, Kelly Violet, and Sébastien Preschoux—collaborated with VIEREN to transform the V Collection into wearable art, continuing Jess Chow’s family legacy in Swiss watchmaking and horology.
Sansho Scott/BFA.com
This philosophy culminates in the new V Collection, an homage to the OG Automatic Matte White released five years ago at the genesis of VIEREN. Launching the artists series of watches with an event at Tigre in Lower East Side, Manhattan, was the ideal backdrop for the artists-designed dial that covers the face of each watch, hiding the luxury behind, like the neighborhood often does with speakeasies and refined eats.
Vieren’s fifth anniversary artist-driven V Collection: Five international artists—James Goldcrown, Roberta Boffo, Cosmodernism, Kelly Violet [pictured], and Sébastien Preschoux—collaborated with VIEREN to transform the V Collection into wearable art, continuing Jess Chow’s family legacy in Swiss watchmaking and horology.
Sansho Scott/BFA.com
This event, held on September 24th, commemorated the brand’s fifth anniversary, and the V Collection represents a monumental collaboration, uniting five visionaries from across the globe. VIEREN commissioned each partner to hand-paint their artistry within its signature rectangular case, bound by a monochromatic palette reflective of the brand’s design language.
Jess Chow, Sunny Fong; Vieren fifth anniversary artist-driven V Collection, blending Swiss watchmaking heritage, modern design, and global creative collaboration into wearable works of art that redefine luxury timepieces.
Sansho Scott/BFA.com
On this milestone, Jess Chow, chief executive officer of VIEREN, reflects, “It really is a dream come true! These past five years of entrepreneurship have been a journey full of growth and learning. What started as an idea to inspire people to feel powerful through a timepiece has grown into our third collection and global shipping, connecting us with collectors worldwide. We’re particularly proud to continue pushing the boundaries of Swiss automatic watchmaking, merging mechanical craftsmanship with a modern rectangular design aesthetic.”
Vieren’s fifth anniversary artist-driven V Collection: Five international artists—James Goldcrown, Roberta Boffo, Cosmodernism, Kelly Violet, and Sébastien Preschoux [pictured]—collaborated with VIEREN to transform the V Collection into wearable art, continuing Jess Chow’s family legacy in Swiss watchmaking and horology.
Sansho Scott/BFA.com
Tasked with interpreting their own definition of “time,” the artists’ results reveal hypnotic, organic compositions from microscopic chemical patterns to tessellated optical illusions, or darkly romantic florals to intuitive freehand. These works explore time as a deeply complex concept at the heart of the human experience, with each creation intrinsically tied to the artist’s personal journey, retaining a raw energy and emotion within their work.
Vieren’s fifth anniversary artist-driven V Collection: Five international artists—James Goldcrown, Roberta Boffo, Cosmodernism, Kelly Violet, and Sébastien Preschoux—collaborated with VIEREN to transform the V Collection into wearable art, continuing Jess Chow’s family legacy in Swiss watchmaking and horology.
Chow explains the collaborative spirit, stating, “We were drawn to artists who inspired us. Each of them was self-taught and followed their passions to reach where they are today. From London to Paris to LA, these visionary creatives were able to tell a story through their unique artistry and meticulous hand-painted details. None of them had designed a luxury timepiece before, and seeing them translate their work onto our one-of-one miniature canvas was truly remarkable.”
Vieren’s fifth anniversary artist-driven V Collection: Five international artists—James Goldcrown, Roberta Boffo, Cosmodernism, Kelly Violet, and Sébastien Preschoux—collaborated with VIEREN to transform the V Collection into wearable art, continuing Jess Chow’s family legacy in Swiss watchmaking and horology.
The cast of five visionaries includes James Goldcrown (Los Angeles, USA), the international street artist known for his iconic Bleeding Hearts; Roberta Boffo(Treviso, Italy), who fuses fashion and fine art in intricate monochrome works; Cosmodernism (Katowice, Poland), with retro-futurist visuals merged with surrealism; Kelly Violet (London, England), a blackwork tattoo artist whose meticulous linework evokes dark romanticism; and Sébastien Preschoux (Paris, France), who explores geometric optical illusions through meditative hand-drawn designs.
Vieren’s fifth anniversary artist-driven V Collection: Five international artists—James Goldcrown, Roberta Boffo, Cosmodernism, Kelly Violet, and Sébastien Preschoux—collaborated with VIEREN to transform the V Collection into wearable art, continuing Jess Chow’s family legacy in Swiss watchmaking and horology.
Together, they have transformed the V Collection into a gallery of wearable art, building a new legacy of luxury under the VIEREN name. Chow’s family upbringing has transcended into her own life, sharing a love for horology, passed down from her parents, a timeless act of care.
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