Farer Watches – The British Brand’s First Year & Automatic Models

Farer Watches – The British Brand’s First Year & Automatic Models

Farer Watches - The British Brand's First Year & Automatic Models ABTW Interviews Sponsored Post written by advertiser for aBlogtoWatch

Having arrived in the market in November 2015, the London based watch brand Farer has had a successful launch year being well received across the industry. The combination of vintage inspired British watch design paired with high quality Swiss movements has seen the brand recruit fans all over the world especially here in the US and back at home in the UK. The four founders Paul, Ben, Jono, and Stu sit down and talk about how it all began, the journey so far, what their highlights have been this year, and what is in store for the future.

Farer Watches - The British Brand's First Year & Automatic Models ABTW Interviews

Talk a little about yourself and why you started a new watch brand in the first place?

We’ve all known each other for years and have previously worked together in various different roles in and out of the watch industry. Between the four of us we have a complimentary set of skills from watch buying, retailing, watch design, and managing brands. However it was really our shared passion for vintage watches that finally convinced us to give up what we were doing and start the business. We very simply believe there is an increasing demand to create stand out timepieces that are inspired by the halcyon days of watch design (in our opinion the fifties and sixties), build them to today's quality standards using the very best parts and movements, and offer them at a price that represents the best value. It’s these three principles that inform everything we have done and will do. We want to create watches that are seen as a smart purchase by watch fans who are looking for braver, more interesting designs - good quality yet at affordable prices.

Farer Watches - The British Brand's First Year & Automatic Models ABTW Interviews

Farer Watches - The British Brand's First Year & Automatic Models ABTW Interviews

Explain the planning and design process before you launched?

We knew from our previous experience from working with Swiss watch suppliers that these things can't be rushed to achieve the very best standards. We also knew we wanted to design our own bespoke cases as well as every single component part which went into our watches with the exception of the movement itself. Our first launch collection consisted of nine watches so this took around a year of design and development. In the meantime we made multiple trips to Switzerland to visit Roventa Henex, our manufacturing partners, in order to agree to the future product strategy as well as build the infrastructure of the business itself here in London.

Farer Watches - The British Brand's First Year & Automatic Models ABTW Interviews

From the very beginning we have been committed to designing and creating the finest watches we possibly can at the right price points. For each watch we make, we spend a lot of time negotiating with our manufacturing partners first about what parts and materials are available to use before we even begin to draw. We want Farer watches to be recognized for their build and material quality as well as the designs no matter what the price. It’s this dedication and resilience that we believe can set us apart from the rest. We want Farer customers to know that we’ve worked tirelessly on absolutely every detail and nothing is taken for granted.

Farer Watches - The British Brand's First Year & Automatic Models ABTW Interviews

Explain a little more about the relationship you have with your Swiss partners Roventa Henex?

We knew the company well before we had met them as they manufacture some of the very best watches around on behalf of some great brands. Fundamentally we knew we needed access to the very best Swiss movements and this could only be achieved through a partnership so we flew out and presented our philosophy, ideas, designs, and five year business strategy. We agreed to the deal on that very day, were shown around their brilliant factory, as well as given a sneak peek into the infamous failed watch brands room which was their way of reminding us that it’s not always easy going!

Farer Watches - The British Brand's First Year & Automatic Models ABTW Interviews

We’ve always set out with the ambition to crack the affordable automatic sector. So in October this year we were pleased to launch our first three automatics to market - Hopewell, Beagle, and Endurance, which all run on the ETA 2824-2 Swiss movement. The question we are always asked is why we started with a Quartz collection - the simple answer is cost. The quartz collection used both Ronda and ETA movements and was more financially achievable at the beginning of the business. Moving forward, we will look to launch more Quartz and Automatic watches all using Swiss movements to achieve the very best offering to our customers. This will continue to allow us to play in the £300 - £1500 sector with a full range offering where we see there being increasing demand for well made watches.

Farer Watches - The British Brand's First Year & Automatic Models ABTW Interviews

Do you believe there is a role for both Quartz and Automatic movements for Farer?

Absolutely. With the price points we are aiming at with Swiss movements, we know there are a number of different types of customers out there. The quartz collection allows us to play to the guy who enjoys the aesthetic of the watch above anything. Then you get everyone from a collector of fine watches who enjoys discovering new brands and interesting designs to a younger customer who is looking for his first automatic watch to invest in. We talk about being a universal brand when it comes to design and hope we continue to appeal to this wide range of people. Just like some of our favorite vintage brands, we want to design pieces that don’t all look the same and have a broad design aesthetic whilst still being a part of the family.

  • DR

    I don’t mind people advertising their new products. Well, I do… but ABTW has to keep the lights on somehow.

    But I don’t like this kind of propaganda.

    • IG

      Well it’s on topic and nobody forces you to click on the title and read it.

      • DR

        Fair point, and you’re right.

        But it’s sad that – in recent months – probably half of ABTW is sponsored posts about how some schmuck was “inspired” to clone a Submariner for $300 or insightful “interview” like this post:

        A)
        Are we great?
        B)
        Yes, we’re great. But we’ll be even greater.
        A)
        Great. How great?
        B)
        Really great.
        A)
        Are you on an inspiration journey?
        B)
        Why, yes we are!
        A)
        Great.

        I ditched the ‘Dink after Daytona-gate, after enduring months of three kinds of article: (1) this Patek is going to sell for $5m (2) this Patek sold for $5m and it was a bargain, (3) buy a Patek from our shop!

        I’m not that important, but I doubt I’m the only one growing tired of ABTW’s recent metamorphosis into the watch-industry’s Pravda.

        • Ariel Adams

          Thanks for the input guys. There is a lot that goes on behind the scenes of Sponsored Posts that the audience probably doesn’t gleam. First of all, the hardest part is working with the advertisers to produce an article which the audience finds useful and interest. We help them with editorial angles, but ultimately they decide the direction to take, and we encourage experimentation. We see this as a clear and transparent way of allowing brands to have a direct line of communication with the audience. The quality of the content will depend on their goals, but I assure you we do our part in making it better.

          With that said it is advertising and not editorial by us. So your mileage will vary. For us this is the best way to offer advertising space to a large variety of advertisers, introduce as much new things to the audience as possible, remove problems associated with who the message is coming from, and most importantly give you the audience the ability to write feedback that allows advertisers to know how to improve their product and messages in the future.

          Advertising is how we keep doing what we are doing, and we always have to balance out the needs to the audience and the needs of the staff. It is never a perfect science, but an ongoing effort to ensure aBlogtoWatch is a great place to visit, and that it remains a place to visit.

          • Ariel, I think such posts are fine. You make it very clear that it is sponsored content. If someone doesn’t like it, nobody is forced to click and read it.
            As for the Farer watches themselves, I quite like them. Very attractive designs. Reasonable prices. And, as referred to by an earlier commenter, they are new, boutique watches that are not simply another take on the Rolex Sub. Much appreciated.

          • DR

            AA

            Good afternoon from dark and dreich Scotland! And, as always, it’s great that you read our comments. I should add that the article’s title has changed to a more neutral headline since my original post, which is definitely a good sign.

            It must be difficult to strike a fair balance between – on the one hand – attracting advertising and gaining access to timepieces and events, and – on the other – maintaining a credible editiorial line in reviews and coverage.

            For your sake, I’ve become a little concerned that many recent ‘sponsored posts’ have attracted a rather unpleasant commentary, which cannot please those funding your website. The open nature of ABTW comments sections is one of the many strengths of the site, but we should all remember our responsibility to keep our opinions polite and constructive.

            To those sponsoring posts, I know you’re trying to flog a product, but the ABTW community are pretty canny buggers. I would suggest that we might prefer and engage with a focus on the mechanical and aesthetic choices and the challenges and process of getting a watch to market, rather than cut-n-paste PR spiel about inspirational journeys. We aren’t as bad as we sometimes sound, and we all want to see newcomers to a vibrant industry.

            For ABTW, I suppose it’s better to have openly ‘sponsored posts’ than coveraged biased by backhanders and freebies. Perhaps in 2017, you could follow Wikipedia’s lead and have a weekly “Personal Appeal from Ariel Adams!” fundraiser at the top of every article? 🙂

            But don’t worry – we’ll keep reading. Like listeners to a hospital radio station, where else would we go? 🙂

            DR

          • Chaz

            Keep up the good work and fighting the good fight, AA.

            Just don’t become a retail outlet like that other “blog”.

          • Raymond Wilkie

            Don’t feel to have to justify yourself or practices to anyone.

          • Yojimbo

            I dunno what kind of money is in stuff like this anymore as I’m 15 years removed from online content sales but if you avoided pop ups and mandatory must watch auto streaming videos; I’d personally have no problem with “lifestyle” related ads from other industries similar to what you see on a newspaper website.

          • Sheez Gagoo

            Dear Ariel, I really apprecite your blog very much, I read and comment it on a daily base. I know you sharethe same passion for horology like I did, when I was younger and decided to become a watchmaker. I absolutely understand, you have to pay bills and I think this sponored posts are all, from very good to very *ç%&/. Maybe one of this kickstarter brands is the Patek of tommorow, who knows. Throw at the wall and look what sticks.I respect that. What I`m criticize are the priorities. We live in the most interresting times of watchmaking, since the famous watch crisis. So why are there just sponsored posts and (important) presentations of new models? I`m sure you know, that Breitling and Maurice Lacroix are for sale, Vulcain almost bankrupt and Pequignet almost bankrupt and unable to find a buyer.Technotime is already bankrupt.These are headlines! There was not a single word on the most important watch blog in the world (forget the H-snobs) from my beloved abltw!When F. Constand was sold to Citizen, there was an article here. Ariel, my heart is bleeding. In the las weeks, I feel like this blog became like this Swiss newspaper named “Blick Am Abend”: Headlines: “Kim Kardashian did…whatever, my favourite homeplant is OUT OF FASHION, Hillary Duff wore ugly shoes at the (enter award) “. And on the last site:”oh, by the way, the third world war started, aliens invade Geneva (they are tired of destroying New York) and the Pope became a moslem.”
            I try to understand, what your plans are, maybe you concentrate on upcoming brands to help them fighting the crisis. But imho you should cover these events a little bit more. But who am I to tell you how to rule your blog? Just an ape with a glass of Chateauneuf. And a bowl of bananas.

          • Watching Time

            Swiss watch companies being up for sale is not news until they are sold. Almost every watch company is up for sale for the right price (I don’t mean that sarcastically). No one would buy any of these companies right now for the prices they’d expect (except for a few like Rolex with massive brand equity value). Few ( if any) have profit margins to justify buying them.

          • Sheez Gagoo

            You don`t get the point of my comment. This companies that I mentioned are fucking really to sell!I know that any company is for sale for the right price, but these are fucking firesales! You know what I mean? Even Apple is for sale for 1 000 000 000 000 000 000 000 000 000 000 000 000 000 000 bazillion $!

          • Watching Time

            No, I totally understand. I’m just saying I don’t think its news until a price is come to. If Breitling sells to a Private Equity firm for 20x, thats news. If they sell for 3x, that is also news. The fact they are for sale means nothing. The multiple they sell for means everything and implies a lot. No one being willing to buy doesn’t say anything if they are asking an astronomical price. Any idea what they are asking as far as a price?

          • Sheez Gagoo

            Between 600 000 000 and 1 000 000 000.(Bloomberg)

          • The Reclusive Boogur T. Wang

            Well, I am certainly not one who fits the bill for any kind of sycophant, but I think the articles on ABTW are a very good cross-section of informative, and ‘timely’ as to increasing ones knowledge and enjoyment of the horological world.

          • Gokart Mozart

            I think the sponsored posts are fine. You know they are sponsored and you have a choice.

            Its the same as with editorial posts. Sometimes you think oh no not another Rolex or PP article and you decide if you want to read;)

            I do think maybe some readers should offer constructive criticism rather than rudeness. For the established brands you can allow it to a point.

            Advertisers need to realise the readers know alot about the industry and write accordingly.

            Everyone has different tastes and depth of pockets so it is fair enough.

            Also it helps keep the blog free.

        • I did a quick review of the posts for Dec 1 to today and their were 32 posts with 5 of them being Sponsored Posts (a little over 15%). I swear TV has a greater percentage of commercials (by air time). And if you prefer not to read Sponsored Posts, simply don’t click on them. You still have 1.8 other posts to read per day on ABTW. Cheers.

          • Raymond Wilkie

            Some folks are just moaners.

          • Yojimbo

            I dated a girl like that for awhile. . ..

          • Grumpy Cat

            There is a guy at my health club that runs on the tread mill next to me that does this as well. Super annoying – even with the MP3 player on the highest volume setting.

          • BNABOD

            MP3 player what is dat

          • Grumpy Cat
          • Raymond Wilkie

            Don’t be filthy !

          • DR

            C’mon Mark… we’re living in a post-factual world since November. It doesn’t matter if it is or isn’t half, or more or less than half, you just need to say that it’s half and it is so! 🙂

            I mean, when people post sponsored posts, they’re not posting their best. They have lots of problems, and they’re bringing those problems with us. They’re rapists. And some, I assume, are good people.

            So I’m going to build a wall around the Sponsored Posts, and make the sponsors pay for it!

            #M-ABTW-GA

          • Are you implying that Putin has hacked the Sponsored Posts? Otherwise, I’m confused 🙂

  • David Williams

    Very tasteful and assured use of color. The bronze crown is a good-looking and distinctive brand signature, IMHO.

    These are attractive, informal watches – suitable for appropriately relaxed lifestyles, occupations and situations.

  • ??????
    • Lincolnshire Poacher

      3000m…… giggle

      • ??????

        Good for hammering nails, less for wearing

  • IG

    Hey Paul, Ben, Jono, and Stu, what about purists who don’t give a shite about quartz AND automatic? Where are the hand-wounds?

    • DanW94

      The original Beatles don’t think hand wound watches are groovy, man….

      • Bill W

        They prefer to travel the long and self-winding road…

        • Berndt Norten

          U on fire????

  • Shawn Lavigne

    i really like this brand. i dig the look and quality/price ratio.

  • Berndt Norten

    Farer isn’t foul
    and foul is fairly common
    But not here.

    This timepiece has some value
    of this we can be sure.

    Now as for the world….

    Some say the world she’ll end in fire
    some say in ice

    O when may if suffice?

    To say, hey, I’ve done it all?
    I’ve met
    Vanilla Ice?
    I’ve sported Gentlemen Warfare?

    That’s Rob Van Winkle to you
    blue.
    And GW too.
    Yes, yes, it’s true
    I’ve shaken hands (and lived to tell the tale)

    with that slicing Ninja
    Vanilla with the Nine

  • Bill W

    Fairer of face than Nomos.

  • Shinytoys

    The watch looks cheap when worn with the jacket and shirt cuff, sure wouldn’t be my choice as a dress watch…if you keep your attire casual, this watch has a shot. Date window should leave if you’re going to make it that tiny…

    • ??????

      Agree. Not a bad watch, but looks out of place with a jacket and shirt.

  • Yojimbo

    I don’t know about that universal brand nonsense but it’s not that fugly

  • ??????

    “faster higher stronger.. Farer”
    I found a motto for you, guys

  • If this is a Sponsored Post, written and paid for by the owners, who is interviewing them? Are they interviewing each other? Are they interviewing past incarnations of themselves? Parallel versions?

    Cue X-Files theme.

    • Bill W

      “How come you’re so handsome and cool and just all-around awesome, Mr. President?”

      “Well, Mr. President, that’s probably the smartest question I’ve ever been asked.”
      https://uploads.disquscdn.com/images/7b82cb91aa2860a1f54ab4ccb63b5192ea4ebc30375fa97e2280abd7e575fbd6.png

      • SuperStrapper

        And there is the worst President in American history quoting himself for posterity.

        • Bill W

          No comment but yeah. 🙂

        • Antjay

          I think his predecessor would give him a run for his money and his successor may well destroy the institution . History will judge . Let’s revisit in 10yrs ( assuming we are not buried under a layer of radioactive ash ) .

        • Gokart Mozart

          I know this is not a politics blog but why?

          • SuperStrapper

            I should have held my tongue on that one, regardless of how accurate it is. You’re right, this is a watch blog.

  • Marius

    What a powerful INTERVIEW! It reminds me of the famous Nixon Interviews conducted by the British journalist David Frost. However, the Farer Interview is much, much stronger; much more intense.

    My impression is that we are witnessing history in the making. Thanks to ABTW, the Farer vs. Farer Interview will forever be remembered by the horological community. It will certainly enter its annals.

    Now back to the usual programe: Gentlemen Warfare, Goldgena Code41 Anomaly-01, AVI-8, Don Kylne & Co. Chaplin, Temption CKG 205…

    • Bill W

      Annals are not for entering. They’re for retaining.

      • Berndt Norten

        Love ain’t for keeping

      • DanW94

        The lady hanging on the corner in the fishnets and short skirt with the meth problem disagrees with the first part of your statement. Oh wait, you said annals, nevermind….

        • Bill W

          She’s in The Hole of Fame.

          • DanW94

            Heyo! (To use a Bill W. word)

    • G Street

      They lost me with a partner named ‘Stu’.

  • SuperStrapper

    Looking again, I still think these are attractive watches.

    Shame with all the armchair internet expert faggotry below, this is the right kind of sponsored post.

    • Shinytoys

      the nonsense gets worse everyday…really bending the definition of watch blog…

      • SuperStrapper

        Unfortunate.

      • Marius

        Considering that every third article on ABTW is dedicated to watches such as AVI-8, Gentlemen Warfare, Monta Oceanking, Goldgena Anomaly-01, or Don Kylne & Co, there isn’t a lot to talk about horologically, is it?

        • Shinytoys

          I’ve spoken my piece, Marius…good afternoon.

    • Yojimbo

      I don’t think many people really attacked this watch, you’re right this would be a good example of a sponsored post worth looking at even though it is poorly written. The watch, it’s not perfect, the crown shouldn’t contrast and the second hand is distracting is the worst I’d say about it though.

  • Juan-Antonio Garcia

    Like them, good looking fun watches. my only problem is the date window in the auto collection, hate it how it cuts on the 6, looks bad. On the other hand, their quartz collection is better looking, better priced, and with more variations. So I guess that one is going to be their bread and butter. Wish them well.

    • BNABOD

      Could not agree more w you . 6 got chopped off which is a shame

  • Grumpy Cat

    How much does ABTW charge to purchase a sponsored post ad?

    • Marius

      My charge for a collection review is US$20- (with YouTube video made!)

      Advice via email – US$10-
      Advice with a video follow up – US$20-
      Speak to Archie for Advice and Opinions – US$50- per hour

      ADVERTISING:-
      10 Placements over a month – US$50-
      Fridge Advertising – US$20- per month or US$50- for 6 months

      Email Archie directly at archieluxury72@gmail.com

      PayPal to archieluxury72@gmail.com

      Please PayPal donations to archieluxury72@gmail.com

      Thank you for your support

      Kind regards

      ARCHIE

      • Chaz

        You don’t take Thai Baht??

        • Marius

          I accept even Nigerian Dollars, my friend.

          • Chaz

            That’s nothing…try using Zimbabwe Dollars!!!!

          • Bill W

            Video review: 350 trillion Zim Dollars.
            Fridge space: 1 quadrillion Zim Dollars/month.

          • ??????

            Inflation – 10^23 % per year. Rock-solid invesment.

        • ??????

          He must take them in heartbeat 🙂

      • SuperStrapper

        This from the guy that talks about grossly inflated prices for what you get.

      • I don’t think Gumpy Cat’s question was directed towards you Marius.

      • Berndt Norten

        Nice try Marius but you’re too urbane and articulate to be ACIII !,,,

      • ??????

        Thai *cough* Girls Promote Your Product – 1500 ? per week

  • Chaz

    Quantify “well received across the industry”.

  • Raymond Wilkie

    Blah blah blah.

  • The Reclusive Boogur T. Wang

    Well done.
    My appreciation of the finer quartz motors is growing.

    • ??????

      Agree – 100M would be much more appealing since its not a dress watch.

  • Lincolnshire Poacher

    Is it just me? I don’t like the brass coloured crown, distinguishing feature or not.

    • Gokart Mozart

      The crown is about the only part I like to be honest

      • Lincolnshire Poacher

        If the rest of the case was a brass colour, I’d have liked it too.

  • Yojimbo
    • Watching Time

      And why are we spitting on entrepreneurs who are willing to risk a lot more than any of us anonymous folks slinging un-attributional comments? Unless you’re producing a product yourself and risking your fortunes and job, I suggest we let the market decide if they be successful. Deal?

      • ??????

        “Buy or shut up”?

      • Chaz

        Begging a crowd for funding before a project even takes off is a risk?

      • Yojimbo

        hey assmunch, follow the fucking link and then tell me about that glorious small-time entrepreneur I was slinging

  • Charles Ford

    Not a bad looking, simple watch, but the 5 bar WR and $1K price tag is a non-starter for me, I can get something from Hamilton for 2/3rds the price, that is a lot nicer.

  • Bill W

    Probably just a trick of the photography, or my bad eyes, but in a couple of the pictures it looks as though the hour hand is running above the minute hand, which I don’t recall ever seeing before. I’m probably mistaken.

    • Lincolnshire Poacher

      Ye gods. It does look like it. They don’t normally as the minute hand is longer and would obscure the hour hand if it passed over the top of it, (obviously). Its got to be some fangling visual effect as you say.

  • Grumpy Cat

    I have a suggestion to help pay bills. Consider adding a popup ad when you click on a new page on all two plus page articles. Kind of like when you are reading a news article and must wait 30 seconds and watch a video advertisement. I would like to see ABTW maximize revenue now that the sponsored post thing is in full momentum.

  • Yanko

    What is the size of this watch?

    • ??????

      39.5 x 10 mm

      • Yanko

        Thank you.

  • Shinyitis

    It’s like the Paul Smith of watches, something to match your funky socks on dress-down Friday. The more I see it, the smarter it looks – thanks for being different.

  • Sam Anderson

    Those who are complaining about the fact this is a sponsored post, or mocking the sponsor, need to get a grip on reality: You read ABTW for FREE. Who do you think pays for this? Why do you think you should get all the reviews and damn good articles on here for nothing? What is wrong with people that you think you deserve all this at no cost?

    This kind of attitude is the ubiquitous mental illness sweeping the western world.

    Who forced you to click on this link? Who forced you to read the article to the point that you can actually quote it?

    Here’s a hint if you don’t like sponsored posts in principle: don’t read them.

  • Antjay

    Not the worst thing i have ever seen but there are several Orient models in a similar style , available for a third of the price , that I find more appealing .

  • They have a bit of the Universal Geneve old look in them. Not bad, me thinks.

  • Ulysses31

    A very attractive range of watches.