As VIEREN celebrates its fifth anniversary, founder and CEO Jess Chow reflects on a remarkable journey of blending heritage, artistry, and innovation in modern watchmaking.
What began as a dream to empower people through timepieces has evolved into global collections, creative collaborations, and a reimagining of Swiss automatic craftsmanship for today’s generation. She shares the inspirations behind VIEREN’s milestone, the artistry that shapes its limited editions, and her hopes for the future of the brand.
The Knockturnal: Congrats on celebrating your fifth anniversary! What does this milestone mean to you?
Jess Chow: It really is a dream come true! These past five years of entrepreneurship have been a journey full of growth and learning. What started as an idea—to inspire people to feel powerful through a timepiece—has grown into our third collection and global shipping, connecting us with collectors worldwide. We’re particularly proud to continue pushing the boundaries of Swiss automatic watchmaking, merging mechanical craftsmanship with a modern rectangular design aesthetic.
The Knockturnal: Tell us how you chose the five artists to make one-of-one pieces.
Jess Chow: We were drawn to artists who inspired us. Each of them was self-taught and followed their passions to reach where they are today. From London to Paris to LA, these visionary creatives were able to tell a story through their unique artistry and meticulous hand-painted details. None of them had designed a luxury timepiece before, and seeing them translate their work onto our one-of-one miniature canvas was truly remarkable.
The Knockturnal: Describe your collaboration with Sunny Fong as creative director.
Jess Chow: We really complement each other so well. What I admire most about Sunny is his ability to balance both creativity and vision. We always say that he’s the art and I’m the science. What’s special about our collaboration is that we often see the same problems but solve them in completely different ways. He’s taught me so much about how to bring storytelling to life and make people feel something, while I focus on the numbers and analytics behind the business.
The Knockturnal: Where did your passion for watchmaking come from?
Jess Chow: Both my parents have been in the watch industry for over 50 years, and VIEREN is a love letter to their legacy. Growing up, I was immersed in horology and fell in love with seeing how things are made and how tiny all the parts were. Working closely with our studio in has deepened my appreciation for the craftsmanship that goes into creating a Swiss Made timepiece, and we continue to innovate to make them meaningful for today’s generation.
The Knockturnal: What are your hopes for the future of your company?
Jess Chow: We hope more people discover the beauty and timelessness of automatic watches. In a digital age focused on gadgets, our collections are crafted as special editions, reminding us of the value of slowing down and celebrating precision that lasts decades. Our vision is to inspire people to embrace their individuality and live with momentum every time they wear a VIEREN timepiece.
