Looking back at our company's earliest days, it’s often hard to define the exact date it all started. What began with an idea turned into a vision. That vision became a project, and the project eventually emerged as something resembling a business.
While the idea for Vaer was born in 2015 and the concept for Vaer came together in 2016, the company we know today finally emerged in the fall of 2017. September 2017 was the first time we sold more than $5,000 of watches in a month, and the first time we weren’t relying on friends and family for a significant portion of our sales.
It was the point in the business where we realized that we had a BUSINESS.
To mark this eighth anniversary, we’ve organized a unique collection of watches and straps representing our eight years of progress and product development (each product representing a year in our history).
Whether you’ve been with us from the beginning or are just discovering Vaer, we’d like to sincerely thank you for your interest in supporting our independent brand and helping revive the American watchmaking tradition.
2015: The Spark for Vaer
In 2016: Building the Foundation
There is a lot that goes into creating a business before actually “establishing” the business. 2016 was a year of the foundation for creating a business. A lot of time was spent in choosing a name for the brand - this involved a ton of brainstorming, whiteboarding, surveying, and ultimately trademarking Vaer. A big chunk of 2016 also involved sampling - we went through 4 different manufacturing partners with tens of different samples before we found a production team capable of creating our vision.
2017: The Genesis of a Brand
We started Vaer with our collective life-savings, and after officially opening sales in 2017, relied on the early support of family and friends to get the company off the ground.
Our inaugural production batch in 2017 set the tone for everything that would follow. The C5 model, our first release, encapsulated the values we wanted Vaer to represent—functionality, durability, and timeless design.
The watch featured hallmark characteristics like a 10ATM water resistance rating, a screw-down crown, sapphire crystal, and the now-iconic 2x quick-change straps. These features have become the bedrock of our product line, enduring through every iteration and new model. The year also saw the introduction of our USA-made leather straps and the debut of our Single Pass Nylon straps, which remain staples in our lineup today.
2018: Field Watches and an Enduring Bestseller
After surviving our first year in business, we decided to move our watch assembly operation to the United States. While it increased cost and presented significant logistical challenges (since a US watch manufacturing network was nonexistent), we felt that as a young, independently owned company, it was a challenge worth taking. In the spring of 2018, we successfully released our first batch of American-assembled watches, providing customers with the most affordable USA-assembled watch on the market.
Our first batch of USA-assembled C5 models included what would become an all-time bestseller, the C5 Field Black. These watches embody the rugged yet refined aesthetic that has defined our brand. They resonated with customers who valued the practicality and the timeless, historically informed design Vaer has become known for.
2019: Embracing Automatics and Swiss Precision
By early 2019, we were confident enough with our core product (our USA-assembled C5 Quartz) that we started to explore opportunities to further solidify our reputation among watch enthusiasts and editorials. While we loved the affordability and simplicity of quartz watches, we knew that releasing a mechanical timepiece would be essential to proving that Vaer was a true American watch company.
As first-time entrepreneurs, we didn't have access to a traditional bank loan and were extremely wary of giving up equity to outside influence. We decided to trust in our existing customers and launch our automatic lineup through a crowdfunding campaign. Leaning into the rich history of military timekeeping, we launched our Kickstarter campaign in early July and were able to raise $222k in 30 days.
This campaign allowed us to expand our offerings into automatic watches, a significant step that included the launch of our A12 Dirty Dozen—a tribute to the iconic military watches of the past. This was also our first foray into Swiss Made watches, further cementing our commitment to quality and precision.
2020: Diving Deeper
In 2020, we continued to push boundaries with the introduction of our first batch of Dive Watches. The D5 Tropic quickly became a standout, offering the robust functionality expected of a dive watch, paired with Vaer’s signature design elements. This year also saw the release of our first 36mm watch, catering to those who preferred a smaller, more understated timepiece.
2021: Solar Innovations and GMT Functionality
Innovation remained at the forefront in 2021 as we launched our first Solar Dive Watches. These timepieces represented a leap forward in both technology and sustainability, aligning with our commitment to creating products that last. The year also marked our entry into the world of GMT watches, adding another layer of functionality for our customers who needed a reliable companion across time zones.
2022: Racing Ahead and Tactical Precision
In 2022, we further diversified our product lineup by introducing our first Chronograph watch, the R1 Racing Chronograph, and our first tactical watch, the C5 Tactical Field. Both models exemplified our ability to blend aesthetic appeal with practical functionality, catering to a wide range of customer needs while maintaining the core values of the Vaer brand.
2023: Expanding Assembly on Home Soil
In 2023 we released our first USA-assembled GMT, the G5 Meridian. This model was not just a product but a statement—reinforcing our commitment to American manufacturing. We also expanded our solar offerings by introducing our first solar field watches, demonstrating our ongoing dedication to innovation and sustainability.
2024: Multi-Layered Complexity and Chrono Precision
As we celebrate this milestone year, we continue to innovate by introducing our first multi-layered dials in the D5 Anacapa and our first Dive Chronograph. These watches represent the culmination of years of design evolution, embodying the complexity and precision Vaer is known for.
Growth Beyond the Product
While our product development achievements are a source of pride, they are only part of the story. Over the past eight years, we’ve seen significant growth in our team, supply chain capabilities, and customer support infrastructure.
What started as a small operation has expanded into a robust organization with a dedicated team that shares a passion for quality and craftsmanship. Our shipping capacity has scaled to meet increasing demand, and our customer support response times have improved dramatically, reflecting our commitment to service excellence. Additionally, our content creation and storytelling efforts have become more sophisticated, allowing us to connect with our customers in more meaningful ways.
As we look forward to the future, we remain committed to offering high-quality watches that stand the test of time. The journey has been challenging, but it has also been incredibly rewarding. We are grateful to our customers for their continued support and excited about what the next chapter holds for Vaer.
