New watch brands


Verax: Street made watchmaking

PORTRAIT

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July 2021


Verax: Street made watchmaking

Founded by an anonymous collective in the “street-luxury” segment, Verax is offering its first timepiece combining the codes of urban culture with those of Swiss watchmaking. Its objective is to reconnect the entry-level Swiss made watch with new generations.

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erax is a long way from the traditional Swiss watchmaking brand with its ancestral know-how. Founded by an anonymous collective, it considers itself more of a movement than a brand per se. The movement in question is “street-luxury” – a combination of urban culture and luxury, which we can already see at work in Haute Couture, but also in Haute Horlogerie, with brands such as Audemars Piguet, Patek Philippe, Rolex and Richard Mille now fully part of “street” culture.


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