Vaer Watches
Inside the Campaign: Setting Vaer’s Clock to Media Time
Built for the Pacific, Worn Around the World
From SoCal surf breaks to watch trade shows, Vaer’s blend of rugged performance and refined design struck gold with outdoor lifestyle and horology media.
CONSUMER TECHNOLOGY
Vaer Watches isn’t chasing trends — it’s setting the tempo for a new era of independent American watchmaking. Founded by Southern California surfers Reagan Cook and Ryan Torres, the brand was built on three promises: rugged outdoor performance, refined design, and unbeatable value. Their watches are equally at home 200 meters underwater or tucked under a suit cuff, designed for what the founders call an “office to ocean” lifestyle.
From 2020 to 2023, I led Vaer’s earned media strategy, securing targeted coverage in watch trade outlets, enthusiast communities, and outdoor lifestyle media. The goal was to cement Vaer’s credibility in the horology space while positioning it as the go-to choice for adventure-minded professionals who want a watch that works as hard as they do.
“Whatever it is, the way you tell your story online can make all the difference.”
By the Numbers
3 years leading earned media strategy (2020–2023)
5 major watch launches supported with PR campaigns
30+ press placements in horology, gear, and outdoor lifestyle media
Features in Hodinkee, Gear Patrol, Outside, Worn & Wound
Product launch coverage reached audiences in 20+ countries
“Whatever it is, the way you tell your story online can make all the difference.”
Ongoing Impact
By consistently blending technical credibility with lifestyle relevance, Vaer’s PR presence now mirrors its product ethos: dependable, versatile, and built to last. Whether it’s a glowing review on a watch collector site or a gear feature for weekend adventurers, the brand remains firmly in the conversation — and on the wrists of its audience.
Like the precise movement of Vaer’s automatic watches, our PR strategy was equal parts engineering and artistry — ensuring the brand’s story was ticking in perfect sync with its audience.
Owning the Launch Cycle — Rolled out flagship releases like the D5 Dive Series and the A3 Atlas Automatic with embargoed previews, watch forum seeding, and exclusive features in top horology publications.
Speaking to Two Worlds — Balanced technical deep-dives for collectors with lifestyle storytelling for outdoor and adventure audiences, ensuring coverage from Worn & Wound to Outside.
Leveraging the Founders’ Story — Positioned Reagan Cook and Ryan Torres as authentic brand ambassadors — real surfers and entrepreneurs designing for the lives they lead.
Highlighting USA Assembly — Emphasized Vaer’s commitment to American assembly, local craftsmanship, and value pricing, differentiating it from mass-produced competitors.
Going Beyond the Wrist Shot — Crafted high-impact product photography and narrative-driven press materials to help outlets visualize Vaer in action — in the surf, on the trail, and in the city.
Vaer Dives In—The D5 Dive Series wasn’t just another release — it was Vaer’s first foray into professional-grade dive watches, featuring 20ATM water resistance, a sapphire exhibition caseback, and ceramic bezel — specs that rival $2,000+ watches at a fraction of the price . The launch cemented Vaer’s standing in the dive watch category and became a top traffic driver for the brand’s site.