WORDS: GEMMA KLASMER for BRUMMEL MAGAZINE
"‘What defines a good watch?’ This is the question Jas Minhas and Olof Larsson asked when founding the British watch brand Aera. The answer, the Aera team decided, was: ‘A good watch is honest, offers great quality and comes at a good price.’ Drawing inspiration from classic tool watches, the ambition, says Minhas, was to create ‘a tool for life, that accompanies you every day and is built to last a lifetime’.
He and Larsson both come from families with generations of experience within the watch retail and manufacturing worlds, and they combined their expertise to found Aera in 2022. Talking to Minhas, it is clear the brand is born of friendship, philosophy and attention to detail. ‘Use your time well,’ he says. ‘Because we don’t have lots of it, do we? Only some time, as it is finite. It’s the most disrespected commodity that we have.’ He describes Aera timepieces as having a “grounding” effect, rooting you in the present moment and removing the need to keep checking the time on a smartphone, with all its distractions. ‘If Nike hadn’t already taken “Just do it”, we would have been “Aera: just do it”,’ Minhas says. ‘It’s like: Change your job. Call your mum. Go visit friends. Spend time with your children. Stop messing around on your phone. We think that we have lots of time, but we don’t.’
The Aera team embarked on a vision to create classic-contemporary watches that embody purpose, functionality and longevity, with a bold aesthetic. ‘It took us three years just to design the case shape,’ Minhas says. ‘So, it’s very considered.’
The curved case is a unique feature synonymous across all Aera timepieces. Designed to hug the wrist and balance out the weight of the watch, you hardly notice you’re wearing it. ‘It’s a non-negotiable design element, which makes it unmistakably Aera,’ explains Minhas. ‘Along with a one-piece dial and domed sapphire crystal that makes reading the time easy from any angle.’
Aera’s latest release, the C–1 Shadow, is its first chronograph, having previously released field, pilot and diver editions. Its bold, black-and-red face displays only the most essential features, while the case is crafted from extremely hard-wearing, anti-corrosive 904L steel, with a matt black PVD coating, also chosen for its exceptional durability. ‘We make functional and purposeful instruments that will stand the test of time,’ says Minhas. ‘If, in 50 years, the C–1 Shadow was discovered in a damp house, or a bucket of water, the case should still be intact.’
This is a watch to be worn, that can easily withstand the rigour of daily life. Its movement is a Swiss-made Sellita, selected for its longevity: ‘We chose Sellita because they are workhorse movements, that will live forever,’ says Minhas. ‘It means our watches can be easily repaired. It’s not like you have to go and find some specialist maker or make a specialist part in the future. Watch brands can come and go, but the parts for our movements will always be available.’
For all its commitment to simplicity and functionality, there’s beauty and fun to be discovered within Aera, too. Such as the way the C-1 Shadow’s second hand circle aligns perfectly with the “A”s of the Aera logo and the C–1 monogram, as it reaches the 12 marker. ‘Oh, you know what, it was just a nod to watch lovers,’ says Minhas. ‘Life is all about the details, right? It wasn’t easy for our engineers, but we like to go the extra mile. It’s the same with the hand-filled hands and bezel markers and numerals. Everything we do is very considered.’
Aera produces just 300 of each edition – the number 300 chosen simply because the team all love the movie The 300 Spartans. ‘We have fun while we’re doing this,’ smiles Minhas. ‘It’s good to remember that.’
Retailing at £2,350, with two interchangeable straps and an Italian leather carry case handmade in the UK, this is a timepiece that strikes a perfect balance between simplicity and sophistication.
If time is our most precious commodity, a well-crafted watch does more than mark the hours – it tells a story of design, intention and identity. ‘What you see is what you get,’ says Minhas. ‘Good design, good quality, good price point.’"
DIAL IT BACK: The pared-back, matt black C-1 Shadow is Aera’s first chronograph
WORDS: GEMMA KLASMER for BRUMMEL MAGAZINE
"‘What defines a good watch?’ This is the question Jas Minhas and Olof Larsson asked when founding the British watch brand Aera. The answer, the Aera team decided, was: ‘A good watch is honest, offers great quality and comes at a good price.’ Drawing inspiration from classic tool watches, the ambition, says Minhas, was to create ‘a tool for life, that accompanies you every day and is built to last a lifetime’.
He and Larsson both come from families with generations of experience within the watch retail and manufacturing worlds, and they combined their expertise to found Aera in 2022. Talking to Minhas, it is clear the brand is born of friendship, philosophy and attention to detail. ‘Use your time well,’ he says. ‘Because we don’t have lots of it, do we? Only some time, as it is finite. It’s the most disrespected commodity that we have.’ He describes Aera timepieces as having a “grounding” effect, rooting you in the present moment and removing the need to keep checking the time on a smartphone, with all its distractions. ‘If Nike hadn’t already taken “Just do it”, we would have been “Aera: just do it”,’ Minhas says. ‘It’s like: Change your job. Call your mum. Go visit friends. Spend time with your children. Stop messing around on your phone. We think that we have lots of time, but we don’t.’
The Aera team embarked on a vision to create classic-contemporary watches that embody purpose, functionality and longevity, with a bold aesthetic. ‘It took us three years just to design the case shape,’ Minhas says. ‘So, it’s very considered.’
The curved case is a unique feature synonymous across all Aera timepieces. Designed to hug the wrist and balance out the weight of the watch, you hardly notice you’re wearing it. ‘It’s a non-negotiable design element, which makes it unmistakably Aera,’ explains Minhas. ‘Along with a one-piece dial and domed sapphire crystal that makes reading the time easy from any angle.’
Aera’s latest release, the C–1 Shadow, is its first chronograph, having previously released field, pilot and diver editions. Its bold, black-and-red face displays only the most essential features, while the case is crafted from extremely hard-wearing, anti-corrosive 904L steel, with a matt black PVD coating, also chosen for its exceptional durability. ‘We make functional and purposeful instruments that will stand the test of time,’ says Minhas. ‘If, in 50 years, the C–1 Shadow was discovered in a damp house, or a bucket of water, the case should still be intact.’
This is a watch to be worn, that can easily withstand the rigour of daily life. Its movement is a Swiss-made Sellita, selected for its longevity: ‘We chose Sellita because they are workhorse movements, that will live forever,’ says Minhas. ‘It means our watches can be easily repaired. It’s not like you have to go and find some specialist maker or make a specialist part in the future. Watch brands can come and go, but the parts for our movements will always be available.’
For all its commitment to simplicity and functionality, there’s beauty and fun to be discovered within Aera, too. Such as the way the C-1 Shadow’s second hand circle aligns perfectly with the “A”s of the Aera logo and the C–1 monogram, as it reaches the 12 marker. ‘Oh, you know what, it was just a nod to watch lovers,’ says Minhas. ‘Life is all about the details, right? It wasn’t easy for our engineers, but we like to go the extra mile. It’s the same with the hand-filled hands and bezel markers and numerals. Everything we do is very considered.’
Aera produces just 300 of each edition – the number 300 chosen simply because the team all love the movie The 300 Spartans. ‘We have fun while we’re doing this,’ smiles Minhas. ‘It’s good to remember that.’
Retailing at £2,350, with two interchangeable straps and an Italian leather carry case handmade in the UK, this is a timepiece that strikes a perfect balance between simplicity and sophistication.
If time is our most precious commodity, a well-crafted watch does more than mark the hours – it tells a story of design, intention and identity. ‘What you see is what you get,’ says Minhas. ‘Good design, good quality, good price point.’"