HORAE are another new independent watch company that is launching their designs on Kickstarter. The difference with this brand is that they focus on affordable personalised timepieces – and these ones really are affordable!
HOORAY FOR HORAE – WATCHMAKING BROKEN DOWN
Their prices ranging from US$ 125 (£90) to US$ 325 (£235) – with Kickstarter pre-order prices starting at just $93 (£68), HORAE are launching four watches with varying complications:
- The Two Hander
- Complete Calendar
The brand’s ethos is centred around personalization, and HORAE’s watch configurator puts you in the seat of a watchmaker, taking you through various choices of finish and design of the case, dial, hands and indices.
HORAE offers a range of full-grain Italian leather and double-woven Perlon straps to finish off the look to suit all personalities and occasions. The company says they believe in creating value through quality timepieces, a meaningful experience, and reasonable pricing.
Shane Leong and Aaron Choo are a pair of passionate watch designers based in Singapore. They founded HORAE with the vision to deepen consumers’ appreciation for watchmaking from its technical, artistic and historical perspectives. Trained professionally in engineering and architecture, their common appreciation for analogue instruments gravitated them towards watches. However, discussions about contemporary watches often develop into criticisms of the plethora of fast-fashion watch brands and the incessant use of the catchphrase, ‘affordable luxury’.
They decided to apply their technical and aesthetic competence into a project that would appeal to watch enthusiasts and novice collectors alike. HORAE was thus established in February 2017.
The WRUK Verdict on HORAE
We think that HORAE have some nice-looking timepieces. WRUK are not snobbish about quartz, and the two-hander does not have a giveaway “ticking” seconds hand to belie its battery-powered innards so we see no reason not to go for it if you like the looks. Daniel Wellington and other similar brands offer a similar level of design and quality at a much higher price point so if you are not snobbish about the wording on the dial of your fashion watch, why not take a look at the HORAE Kickstarter and grab a bargain?
Buy a HORAE watch
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