Truth and transparency are the guiding principles behind the aptly-named VERO Watches. Vero—Latin for “truth”—wants its customers to be well-informed, so they’re being upfront about where they source their parts, who their suppliers are, and how their watches are being built.
In 2014, Chris Boudreaux, a watch enthusiast and a professional triathlete, brought together a small group of guys to create VERO Watches. Now, the company is launching its first line of watches, and the initial 100 units are already spoken for and will go out to customers this month. They’ve already made plans to do a second run to fill the ever-growing demand.
“It’s exciting and scary, too,” said Boudreaux. “It’s one thing when it’s just the guys sitting around making stuff and geeking out. But it’s a whole other thing to now translate that into customers and purchases.”
In the brand’s infancy, Boudreaux brought on a business partner, a watchmaker and hands-on builder and got to work designing Vero’s first watch. Over drinks, 3D model building and initial renderings the team developed a watch, and not long thereafter formed relationships with several suppliers for key components.