Latest Review
December 2, 2022 
Let’s just say for one moment that the stars aligned and you and some close friends were given the opportunity to work together and not just design a watch, but build your own watch brand. This brand would need a name that was new, yet familiar sounding; unique, yet relevant. Then you would want a design language that felt fresh and modern. Finally, you’d probably want bold products that would inspire and truly stand out in a growing field of competition. Enter Aera Instruments.
This scenario is precisely what happened back in January of 2018 to a small group of creatives and watch lovers. They had that once in a lifetime chance to build not just their dream watch, but their dream brand. First and foremost, they leaned into their beliefs. Over the course of their careers as designers, branders, and entrepreneurs, they’d learned three truths that they’d most definitely uphold.
Timeless Design
With a deep appreciation for products that look like they could have been designed in any era, they put pen to paper. Think an Eames Plywood Chair or Dieter Rams’ ten principles of good design. The team knew they needed to approach their product, not by leaning into the current trends, but by finding a clean design language. This language would need to be something they could call their own, while still being understood by anyone.
Less is More
With the design approach in mind, they then turned to functionality. In a world where complications equate to value, instead they determined to decomplicate their product. As a ‘tool for life’, they set out to be a hammer in a world of ‘smart’ devices. They believed that perhaps the smartest thing to do was to simply tell time accurately, in a robust and stylish manner.
Enduring Time
Finally, they’d need a name that could transcend a moment. Something that felt permanent and modern all at once. They turned to the building blocks of Latin. Aera, meaning “an epoch from which time is reckoned,” translates today more or less as a period of time with a distinct character. For them, this name was the keystone in the arch that would hold everything together in an enduring manner. Aera had their design language, their approach and now their name, but what of the watches?
The moment you see an Aera watch, you think to yourself, okay—now that’s different. As you can imagine, both their P-1 Pilot and D-1 Diver speak the exact same language. They’re unapologetically variations on a theme. They are also unabashedly both purposeful and substantial—streamlined in fit and finish, but distinctively tool-first in form and function.
The P-1 Pilot feels aerodynamic, almost sculpted for flight. Its concave dial interacts with its domed sapphire crystal in a way that communicates high tech and analog all at the same time. The Sellita SW200-1 movement inside powers hands with a generous helping of white Super LumiNova® that you’ll find adorning the crown as well. The P-1 commands the room that sleek-not-subtle sort of way. Let’s just say it’ll keep you on time to win that next creative pitch or shine at the next presentation to the board.
The D-1 Diver looks just as water resistant as its 300 meter depth rating indicates. Sure, the D-1 is bold and technical, but it’s as comfortable next to Bluetooth headphones as it is wrapped around 7mm Neoprene. Overbuilt, without coming off that way, desk diving is also both permitted and encouraged with a complement of black rubber, grey suede, and leather form-fitting straps. The common language of a curved, dish-like dial makes a reappearance here, as does the Sellita SW200-1. However, its light blue accents distinguish it from the slightly more serious P-1.
So the next time you’re presented with the opportunity and challenge to craft, not just a watch, but a watch brand to stand the test of time. Take a page or two from the book of Aera. Place your beliefs at the center. Then build your design language, product philosophy, and naming conventions around those truths. It’ll go a long way to building a brand that’s clearly set up to find its fans for life.
