Our Story

In Geneva, early January 2018, a small group of watch lovers from different areas of the industry came together to answer one simple question: “What defines a good watch?” 

As seasoned professionals, we each had our own views. But we did agree on one thing: that a good watch is honest, offers great quality, and comes at a reasonable price. The idea for Aera was born. 

We drew our inspiration from classic tool watches that were designed to do one thing - measure time - and do it very well.

OUR BEGINNINGS

Exploring Timeless Design

At Aera, we value function as much as form. So we started by looking at classic, minimalist objects that were designed entirely around what they do. That were simple, strong and blended timeless design with rugged functionality. Just like those objects, Aera watches are original and designed to last. 

DESIGN LED

Less is more

We drew our inspiration from classic tool watches that were designed to do one thing – measure time – and do it very well. At that very first meeting in Geneva, we began to sketch out the basics. It was an exercise in restraint. To be of value, Aera had to be defined as much by what was left out as by what was put in.

DESIGN LED

Less is more

We drew our inspiration from classic tool watches that were designed to do one thing – measure time – and do it very well. At that very first meeting in Geneva, we began to sketch out the basics. It was an exercise in restraint. To be of value, Aera had to be defined as much by what was left out as by what was put in.

OUR ORIGIN

Enduring Time

Why ‘Aera’? We wanted to choose a name that would reflect the simplicity and purpose of our watches. Aera, meaning a period of time with a distinct character, also suggests something both memorable and long lasting. 

Four years of development and refinement later, we are proud to unveil our first two styles: the P–1 Pilot and the D–1 Diver. Welcome to a new era of watches. 

We didn’t spend weeks analysing the market or devising a cunning marketing plan; we knew exactly what we needed to do: make really good watches and make them available at a compelling price. We took inspiration from classic, minimalist objects conceived entirely around their function. Because of that they were simple, strong and timeless.

For functionality, we drew our inspiration from the archetypes of classic tool watches that were designed to do one thing – measure time – and do it very well. The design process began at that very first meeting in Geneva. We began to sketch out rough shapes and some basics of the display. And it was clear from outset that it needed to be an exercise in restraint. To be of value, Aera had to be defined as much by what was left out as by what was put in.

We didn’t have a name when we set out, but we knew that the watches we were making had to be original and simple, so the name would reflect simplicity and purpose. Aera, meaning a period of time with a distinct character, also suggests something both memorable and enduring.

In some ways, Aera is both contemporary and old-school. At a moment where many are beginning to question the validity of disposable fashion and the built-in obsolescence of many of our consumer goods, a well-made mechanical wristwatch is perhaps the ultimate example of longevity in product design, smarter, perhaps, than a smart watch.

Driven by an automatic movement, it tells the time without need of batteries or a software update. If maintained, a well-made mechanical watch can last – literally – for generations.

Our goal was to make Aera watches the best they could possibly be but at a rational price. That meant powering them with reliable Swiss automatic movements. We don’t pretend our debut watches, the P–1 Pilot and the D–1 Diver, are cheap. But we believe they represent great value.

PROTOTYPE V2. D-1 DIVER

All Aera components are consistent with watchmaking practices at significantly higher price levels. Our makers are a small band of dedicated specialists in Switzerland and the UK, places where we knew we would benefit of the best artisanal and technical skills.

Assembly and testing takes place in our factory in Switzerland, including wet and dry testing cases for water-resistance, testing the assembled watch for shock resistance and checking and regulating the accuracy of the movement.

Striving for better materials, we made an early decision to use only 904L stainless steel for our cases and buckles. 904L stainless steel is a super-alloy more resistant to corrosion and pitting than the 316L stainless (known as surgical steel) that is used in almost all reputable watch brands and with far higher price tags.

As a raw material, 904L stainless steel is typically 2 to 3 times more expensive than 316L. We could have settled for 316L, because almost everyone else does. But we didn’t. We believe the long-term viability of more corrosion resistant steel only enhances the value of an Aera watch.

PROTOTYPE V1. P-1 PILOT

We decided from the get-go that sustainability would not be a sales gimmick for Aera but a vital pillar. We designed all our packaging and then ensured it would be 100% recyclable. We are also making our instruction manual digital only. Of course, many watch fans tend to hang on to the packaging to optimise the value of their watch. But that does not excuse a profligate use of materials, and for those for whom recycling is an everyday credo, we realise that is only a starting point. Sustainability is a commitment. As Aera grows as a brand, the question “How can we do more?” will be a constant.

Read more about our sustainability plan

×