Vaer was founded in 2016 by Ryan Torres and Reagan Cook with the goal of building an affordable everyday wristwatch that blended tasteful design with extreme durability and functionality. While the values of strength, tradition, and craftsmanship are all central to the product and brand – the core guiding principle toward this mission is sustainability. While an ethos of sustainability extends to Vaer’s business ethics and environmental record, most importantly, it relates to Vaer’s perspective on selling products that will last for decades. In a retail industry dominated by short-term thinking and planned obsolescence, Vaer’s designs products that will grow more important and personally significant over time.