Wooden watches for everyone Rooted in Danish design, VEJRHØJ’s Nordic minimalist watches combine natural hardwood with stainless steel. The wrist-pieces are both elegant and affordable, and a new automatic range is about to join the collection. By Nicolai Lisberg
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Photos: Poul Kofod
Watches are in again. Not that they were ever truly out of fashion, but we’ve become accustomed to relying on our smartphones for timekeeping, rather than investing in a watch. “The watch has become a counter-trend in the modern digital era, in which you have to be online all the time. Many of our customers tell us that they have started wearing a watch again after years of not wearing one. They say that they feel more present in relationships and conversations because they don’t get distracted by taking out 12 |
Issue 151
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February 2023
their phone,” says Janus Aarup, CEO and founder of VEJRHØJ.
The watch company was founded ten years ago to bring something new to the wooden-watch market – a market that used to be very big, especially in skater circles. Merging hardwood with stainless steel, VEJRHØJ created a more elegant and long-lasting model and, by selling them online directly to the customer, rather than using a distributor, they maintained an affordable price-point. “When you combine wood with steel you have so many design possibilities. Wood has a warmth and naturalness that is not only comfortable to wear, but also to look at. There is just something charming about wood, and since no piece of wood is identical, every watch is unique,” says Aarup.