September 25, 2025
When does a timepiece transcend its function to become a statement of personal culture? For Canadian brand Vieren, that moment is now. Celebrating its fifth anniversary, the maison has transformed its signature rectangular watch into a veritable art gallery for the wrist, commissioning a capsule collection that redefines the relationship between horology and contemporary art. This is not just about telling time; it’s about telling a story.
A Deliberate Canvas
The V-Collection begins with a canvas of minimalist perfection: the OG Automatic watch. Its sharp, angular stainless steel case and all-dial design create a modern architectural frame. Vieren intentionally pared back the face to a pure matte white, removing all distractions. This stark backdrop is elegantly bordered by the brand’s signature 18K yellow gold rehaut, creating a perfect stage for five distinct artistic visions. The design choice is clear—the art is the hero, and the watch is its devoted vessel.
Five Artists, Five Narratives
Each of the five unique pieces is a collaboration with a world-renowned artist. American street artist James Goldcrown brings his iconic “Bleeding Hearts” motif in gritty, grayscale tones. Italy’s Roberta Boffo contrasts intricate organic patterns with sweeping, calligraphic black ink. From Poland, Cosmodernism offers a surrealist dreamscape, while British tattoo artist Kelly Violet renders a bold, stylized floral design. Finally, French artist Sébastien Preschoux contributes a mesmerizing, web-like optical illusion. Each dial is a hand-painted masterpiece, a singular expression of its creator’s world.
The Wearer as Curator
Who chooses a V-Collection watch? This is a piece for the individual who curates every aspect of their life, from the art on their walls to the story on their wrist. It speaks to a deep appreciation for craftsmanship, rarity, and personal expression. To own one is to possess a dialogue between artist and watchmaker—a piece of a cultural moment. With only one of each design ever created, it represents the ultimate statement of individuality and discerning taste.
This collection solidifies Vieren’s place not just as a watchmaker, but as a partner in the art world. More than a luxury accessory, each V-Collection watch is a true collector’s item, a wearable testament to the idea that style is, in its purest form, art.
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