In Two Minds

Canada-based Vieren, with its bold minimalism, and the French Beaubleu, with the art de vivre of its signature circular hands, we look at how both brands define time through their independent craftsmanship and artistic vision

- Digvijay and Somya Rauthan

Vieren

Before lending themselves to the world of watchmakers and collectors, new brands have a decision to make—whether to stand out with something unconventional or play safe by walking the line. Vieren chose to stand out. Launched in March of 2020, when the whole world was shutting down due to a pandemic, Vieren, which means ‘to celebrate’ in Dutch, embodied the ethos of its name and debuted in Toronto through digital campaigns and Covid-restricted mini launch parties.

Expectedly, co-founder Jess Chow describes it as a challenging time. Along with business partner Sunny Fong, the creative vision behind Vieren watches, the duo introduced designs that drew inspiration from architecture, music, and retro Studio 54 aesthetics. Their first was the Matte White Watch, a gender-neutral ode to modernist architecture, geometry, and minimalist design. Part of the OG Automatic collection, the rectangular 41.5 mm x 27 mm x 9.2 mm 316L stainless-steel watch had a matte-white dial with matching indexes, debossed seconds markers, and a logo at 12 o'clock. Steel hours and minutes hands contrasted its matte-white seconds hand, and there was a date window at 5 o'clock. An 18-karat gold rehaut, seen in all timepieces from the brand, added another design facet. The case came flanked by a seven-row, single-link bracelet in polished 316L stainless steel. Eventually, a Matte Black version with matte-black DLC plating on the case and bracelet was also created. Only 100 pieces of each iteration were made.

In fact, all Vieren watches are numbered limited editions. "We're a brand that values quality over quantity, and especially as a modern brand that's all about identity. I don't want to be wearing something that everyone else has.

I think the reason that makes it special is that someone really took the time to craft something that only exists for a certain amount of time," says Chow.