Watchmaker Velarde

Watchmaker Velarde is a New Mexico watch brand creating handcrafted timepieces inspired by the region’s land, culture, family histories, and traditions. Founded by self-trained watchmaker, artist, tinsmith, and leather craftsman Juan “John” Velarde-Brandt, the company reflects his appreciation for handmade materials and the stories they carry. Its watches honor the legacy of Rodolfo Velarde, a northern New Mexico rancher and community leader, and draw on recognizable Southwestern details, from adobe and chile colors to the Zia symbol and Albuquerque’s balloon-filled skies.

The brand offers several collections: the Field Series, an introduction to the spirit of the Southwest; the Collector Series, which pairs Southwestern design with Swiss precision; and the Legacy Collection, created in honor of a New Mexico legacy. Accessories are also available. Watchmaker Velarde describes its timepieces as designed for generations and connects each collection with support for the communities and traditions that inspire it. Customers can explore the watches, learn about the maker and the brand’s story, read workshop and regional features on the blog, and sign up for updates on new timepieces.