This fall in New York, the independent Swiss watchmaker VIEREN celebrated its fifth anniversary with the debut of the “V” collection—a global collaboration that reimagines the brand’s very first timepiece, the OG Automatic Matte White, through the creative visions of five international artists: James Goldcrown, Roberta Boffo, Cosmodernism, Kelly Violet, and Sébastien Preschoux. Hosted at Tigre on September 24 in the Lower East Side, the launch brought together collectors, creatives, and friends of the brand in an evening that felt as much an art exhibition as a horological showcase.
Courtesy of VIEREN.
Founded by Jess Chow and Sunny Fong, VIEREN has spent the past five years bridging the meticulous craftsmanship of Swiss watchmaking with a distinctly modern, design-driven perspective. From their studio in Toronto to their Swiss atelier in La Chaux-de-Fonds, the duo has redefined what it means to wear time—treating the wrist as both canvas and architecture. Their automatic watches are not only self-powered but conceptually fueled by motion, creativity, and intention.
As VIEREN toasts five years of precision and progress, Whitewall spoke with Chow and Fong about the evolution of their brand, the intersection of art and horology, and how momentum continues to shape their next chapter.
VIEREN: A Celebration of Art, Time, and Design
Sunny Fong and Jess Chow, courtesy of VIEREN.
Courtesy of VIEREN.
WHITEWALL: Tell us a bit about starting VIEREN—and your backgrounds leading up to this joint venture. Why now? Why this type of brand?
JESS CHOW: VIEREN celebrates the artistry of Swiss watchmaking through the lens of modern design. With over 50 years of horological heritage in my family and Sunny Fong’s award-winning fashion background, we created a brand that fuses timeless craftsmanship with contemporary aesthetics. Our goal is simple: distinct, architectural, automatic timepieces that empower today’s collectors to live with intention and momentum. VIEREN is where Swiss-made precision meets creative culture.
“VIEREN is where Swiss-made precision meets creative culture.”
—Jess Chow
Jess Chow, courtesy of VIEREN.
WW: Sunny, how does your fashion design background influence how you approach your work at VIEREN today?
SUNNY FONG: I always think about who will wear our watches and where they are going. My fashion background makes me consider the silhouette, materials, and how a watch sits on the wrist from every angle. Translating design from inches to millimeters was challenging, but taught me to focus on fine details: the gentle taper of the rectangular case, how the lugs flow into the bracelet, and the custom double deployment clasp with miniature pushers for a sleek profile. I also weave in personal and cultural heritage – our logo resembles a bat, a symbol of good fortune in Chinese culture, while the octagonal crown nods to the bagua, used in feng shui to protect against negative energy. Every detail is intentional, making each watch a versatile statement piece that seamlessly transitions from day to night.
Honoring Heritage to Shape the Future
Courtesy of VIEREN.
Courtesy of VIEREN.
WW: Jess, how have your parents’ backgrounds in the watchmaking space shaped your understanding of what’s possible?
JC: Growing up, I was immersed in horology. I would travel the world with my parents to visit watch manufacturers, and I was able to experience firsthand the patience, precision, and artistry required to craft a luxury timepiece. That upbringing gave me a deep respect for Swiss craftsmanship and the perspective to reinterpret it for today’s collectors. As Canada’s first and only female founder of a luxury watch brand, we brought a fresh perspective to horology, collaborating closely with our La Chaux-de-Fonds studio to explore new possibilities in design and production. In a traditionally male-dominated field, I’m passionate about crafting collections that reflect inclusivity and timeless style.
“Growing up, I was immersed in horology.”
—Jess Chow
Making Timepieces, From Toronto to La Chaux-de-Fonds
Sunny Fong, courtesy of VIEREN.
WW: How are the watches designed and made, from Canada to Switzerland?
SF: Our Toronto design studio draws inspiration from modernist aesthetics worldwide – from Mies van der Rohe’s architecture to Dieter Rams’ functional minimalism, and Louise Nevelson’s tonal sculptures – bridging art, architecture, and horology. Once a concept is developed, we collaborate with our atelier in La Chaux-de-Fonds, the heart of Swiss watchmaking, to bring it to life. As an independent brand, we craft every component in-house, from the case and crown to the bracelet. Our gender-neutral rectangular cases are beveled from a single block of 316L stainless steel, requiring specialized machinery and meticulous craftsmanship. Inside, our ETA 2671 automatic movements feature 25 jewels, a 44-hour power reserve, and a custom rotor engraved with our logo. The signature 18k gold rehaut ring, etched with precise minute markers, frames each VIEREN timepiece. Every element reflects a commitment to artistry and engineering excellence.
WW: Recently, the brand celebrated its 5th anniversary with a soirée in New York. How would you describe the past five years in business?
SF: It’s been a wild ride! We launched at the start of the pandemic, and the world has changed dramatically since. Our ethos of inspiring people through a watch powered by their own energy has become even more relevant. We began with our OG Automatic Collection in 2020, inspired by modernist architecture and timeless design. Then came the Stereo Collection, a tribute to the glamour and unbridled energy of Studio 54, fusing vintage stereo motifs into the skeletonized dial and reimagined date disc. For our fifth year, we collaborated with five visionary artists from around the world to reinterpret our very first timepiece as a one-of-one canvas. We unveiled the V Collection in New York, co-hosted with one of our visionary artist partners, James Goldcrown, bringing together collectors, connoisseurs, and creatives to celebrate the milestone. It was a full-circle moment, honoring how far we’ve come while imagining where time will take us next.
Five Years of Momentum and Meaning
Courtesy of VIEREN.
WW: What reflections do you have after five years, and what do you hope to expand upon in the next five?
SF: What began as a passion project at the height of the pandemic has become the luxury watch brand of our dreams. In five years, we’ve launched three unique collections, showcased at global pop-ups and trade fairs, expanded worldwide shipping, and collaborated with artists to celebrate creativity. Our collectors have taught us what resonates most: storytelling, bold design, and uncompromising Swiss craftsmanship. Moving forward, we are focusing on creating limited editions in small capsules to continue evolving the language of watchmaking for today.
“Our collectors have taught us what resonates most: storytelling, bold design, and uncompromising Swiss craftsmanship.”
—Sunny Fong
Courtesy of VIEREN.
WW: Why did you choose the Matte White Automatic for artists to reimagine in the “V” collection?
SF: Our Matte White watch was our very first design and has always been our “blank canvas.” It represents new beginnings and the foundation of VIEREN. Inviting artists to reinterpret it allowed us to see the watch through fresh eyes, bringing their individual stories and creativity to life on this one-of-one miniature canvas.
The “V” Collection: A Canvas for Creativity
WW: How did you choose the artists, and why were they the right fit for this collaboration?
SF: Each artist inspired us with their vision and storytelling. Representing the world’s leading creative capitals—London, Paris, Milan, Los Angeles, and Poland—they all share a passion-driven approach to their craft. From microchemical inks and intricate linework to street art and blackwork tattoos, they represent a spectrum of disciplines united by artistry and imagination. Watching them reinterpret our concept of time through VIEREN watches was a profound reminder of why we started the brand: to celebrate confidence and individuality.
“Each artist inspired us with their vision and storytelling.”
—Sunny Fong
Defining VIEREN’s DNA
Courtesy of VIEREN.
WW: Now that the brand is five years old, how would you describe VIEREN’s ethos or DNA?
SF: Five years ago, we started with a vision: could a mechanical watch capture the energy of modern life? VIEREN was born from that pursuit—a timepiece powered by your own momentum, designed to channel your drive into every second. That idea became VIEREN. Our luxury rectangular watches are sculptural masterpieces, fusing architectural artistry with mechanical precision to elevate every moment. In an industry rooted in tradition, we’re carving our own path to define the next era of Swiss automatic timepieces.
WW: What are you working on next?
SF: We’re constantly experimenting, exploring new forms, textures, and storytelling through time. Now that we’ve launched globally, our focus is on deepening connections with collectors, innovating with purpose, and evolving what Swiss watchmaking means for today’s generation. Every collection marks a new chapter in our story, and we can’t wait to share what’s next!
