OraOrea (aura-aurEEya) watches are contemporary concepts rooted in traditional horological aesthetics. Neither futuristic nor antiquated, they represent the now, whenever that might be. Created with a designer’s eye and a collector’s expectations, OraOrea’s watches pursue the undefinable characteristics that make some watches keepers, rather than fleeting experiences. It’s in the subtle detail, like the interaction of colors, the curve of a hand, an unexpected reflection, that these qualities are found. Different for every watch, the process of discovering these moments drives our design.
OraOrea is an independent watch brand created by Zach Starr Weiss, co-founder of Worn & Wound, and the Windup Watch Fair. A distillation of over a decade in the industry as a writer, reviewer, designer, retailer, and collector, OraOrea is a conduit for his experience and passion for horology. Zach believes that watches are embodiments of personal taste that reflect a little bit of who we are to the world. In doing so, they bring joy to those who experience them, whether on their own wrist or from afar.
About the Branding
On a late-afternoon walk, the shadows on the ground grew long, and the light took on a lovely, warm hue. It was “golden hour,” when the sun is low on the horizon, but not quite in the full swing of setting. It’s a time lauded by photographers for its ethereal, romantic, and nostalgic qualities, but appreciable by all, as the world, for just a short while, almost glows. A moment of inspiration, the question was how to translate it into a potential brand name.
Utilizing the methodology of The Dictionary of Obscure Sorrows by John Koenig, an excellent resource of words that have been fabricated to capture emotions and states of being for which there are no single terms, a new word was derived from the Latin for “golden hour.” OraOrea describes not the time of day, but the feeling evoked. A moment or a state of bliss when everything just feels right.
Beyond meaning, “OraOrea” was chosen for its musicality and visual balance. Seven letters long, balanced about a central O, it would allow for some symmetry. It’s also five syllables with natural points of emphasis, flowing easily off the lips. Combining the balance of its letters and its inherent auditory rhythm, the logo layout came together, featuring letters dancing about a midline, reflecting how it’s spoken.
About Zach Starr Weiss
Born and raised in NYC, Zach Starr Weiss is a watch enthusiast at heart, an artist and industrial designer by education, a creative director and content creator in practice, and an entrepreneur by happenstance. Zach Starr Weiss has lived and breathed horology professionally for nearly 15 years, and personally for as long as he can remember. Never without a watch on his wrist, Zach was brought into the world of watches as a child by his dad, also a watch collector.
While growing up and into young adulthood, Zach always made a point to wear a watch that resonated with his personal style and taste, leading to a bounty of Swatches, Fossil’s designed by Phillipe Starck, monochromatic and minimal pieces by Nixon, avant-garde digital watches by Nooka, eventually bringing him to the world of mechanical watches and more traditional horology.
Now, after over a decade steeped in the watch industry, experiencing it from all sides, Zach has set out to bring his vision of watches to life. A vision unrestricted by trends or price points (beyond what he literally can afford to make), and inspired by the designs and details that excite him. Rooted in tradition, but never stuck there, contemporary in feeling, but not different for different’s sake. Each design will be executed to its fullest, never pulling back, to create timepieces that collectors will keep, cherish, and be proud to own.
Company values
OraOrea believes in equality, personal freedom, and the dignity of all people, regardless of who they are or who they love. Creativity thrives in open societies, and good design comes from curiosity, empathy, and respect, not exclusion. Our watches are made for a diverse, thoughtful community of collectors who value individuality, fairness, and progress, and who believe that beauty and craft are better when they are shared.