Meet the California Brand Redefining the American Watch Movement

Quality, value, style. Three descriptors rarely used together in horological circles. That’s because it is difficult to ascribe those to any watch brand’s entire line. But those words aptly describe pretty much every watch from Vaer.  

Vaer was founded in 2016 in Venice Beach, California by Ryan Torres and Reagan Cook. They frequently surfed before work and saw an opportunity to create a brand with classic timepieces that prioritized robust levels of waterproofing at an affordable price.  

That focus was enhanced by the desire to build Vaer watches in the United States, joining the growing movement (pun very much intended) of “American Assembly” watches that prides itself on meticulous craftsmanship, control, and testing.  

“Our decision to focus on USA assembly at Vaer was driven by a combination of philosophical commitment and practical advantages,” Torres said. “In a landscape where many microbrands opt for overseas production to cut costs, we recognized an opportunity to differentiate ourselves by emphasizing quality, accountability, and craftsmanship. All core tenets of what we believe a watch brand should stand for.”  

From its inception, Vaer has made American assembly a priority, and today they can proudly claim to be the largest independent watch assembler in the United States, a monumental achievement in the watch industry.  

 “Our motivation to focus on American assembly stems from a blend of idealism and pragmatism,” Torres shared. “It’s about holding ourselves to a standard that we believe our customers deserve and contributing to the broader effort of revitalizing American manufacturing.”  

Why You Should Care About American Assembly  

Vaer’s line of American assembly watches also runs against the pricing structure of other homegrown brands. But that doesn’t mean Vaer is cutting corners. Here’s a key example: their price range starts at $299 for USA assembled quartz movement watches and tops out at $935 for their USA assembled GMT automatics. Regardless of the price point, every Vaer watch has a locking screw-down crown for water resistance and sapphire glass crystal for impact and scratch resistance.  

Vaer’s catalog boasts some of the most affordable watches on the market. Their bestseller, the C5 Tactical Field Solar – 40mm USA is a prime example at a mere $349. This is a real commitment on the part of Vaer to bring American craftsmanship to watchmaking at truly attainable prices.  

“This preference for American assembly is not just about patriotism or nostalgia; it’s about trust and quality assurance,” Cook said. “Customers know that when they purchase a Vaer watch, they’re investing in a product assembled with meticulous attention to detail right here in the United States. They understand that American assembly often translates to higher quality control, shorter supply chains, and greater accountability. All critical factors in the luxury and premium watch segments.”  

Most microbrand watches are made in China to keep costs down and margins up. It’s not to say they’re made poorly, but the quality control and craftsmanship aren’t always up to snuff.  

“By offering watches that are not only competitively priced and well-designed but also assembled in the U.S., we’re able to attract a segment of the market that might otherwise choose established Swiss or Japanese brands,” Cook continued. “For these customers, the value-added by American assembly is significant enough that they are often willing to pay a premium—sometimes $100 or more—to assure that their watch has been put together with American hands.”  

What’s more, a watch that’s assembled in America provides a deep level of control for the watchmaker. That’s a huge part of why Vaer has such a stellar reputation among its customers. Put a Vaer watch on your wrist, and you can tell from the get-go that it’s well-made.  

“The value of American assembly in attracting customers to Vaer cannot be overstated, particularly in a market as influential and discerning as the United States,” said Torres. “While the global watch industry is dominated by Asian and European manufacturers, the American market holds a unique position—not only in terms of its size and purchasing power but also in its cultural and economic significance.”  

Not only does Vaer’s commitment to American assembly offer excellent in-house quality control and testing, the brand uses nothing but top-shelf materials and components like the aforementioned 316L stainless steel, sapphire glass, locking and screw-down crown, as well as Swiss SuperLuminova, and two straps with every watch.  

Vaer’s lineup has significantly grown since their first field watch offering back in 2017. Their model line has expanded and now includes field, dive, chronograph, sports, and even dress watches. Vaer is also one of the few brands that provide different case sizes for many of their models.  

They’ve also expanded their movements which include solar-quartz, hybrid meca-quartz, and mechanical automatics. You’d be hard-pressed to find a Vaer watch that didn’t meet your style, size, timekeeping, and price preferences.