The Collections
Made for the road ahead.
Rooted in the road behind.
Fine New Mexico-designed wrist watches.
Japanese Seiko, Swiss Ronda, and Americhron movements.
Designed and assembled in the USA.
Meet The Field Series
The Field Series begins in the working landscape of northern New Mexico—in ranch roads and open distance, worn leather, tin, wool, red chile, and hard light. The watches are direct and purposeful because, here, beauty has never been separate from use.
This is the first Velarde: made to keep time, built to gather a life of its own.
Meet
The Collectors Series
Time feels different when you know what is making it move.
The Collectors Series begins beneath the dial. Each model explores a distinct mechanical movement, characterized by its own architecture, rhythm, and method of keeping time. These are watches for people drawn as much to the machine inside as to the object on the wrist.
Meet
The Legacy Collection
A story survives when someone carries it.
The Legacy Collection is John’s most personal work. Each limited design begins with a person, a place, or a piece of family history, giving that story a form that can be worn, lived with, and one day passed on.
What Sets Us Apart
A Sense of Place
Northern New Mexico is the ground beneath every Velarde watch. Its colors, working traditions, family histories, and symbols shape the way John sees and makes. Before they enter a design, they are part of a life lived here.
Made by a Maker
John came to watchmaking through tin, leather, and art. Those disciplines trained his eye, his hands, and his patience long before he opened a movement. Every Velarde watch brings that experience together at the bench.
Giving Back
A portion of proceeds from products featuring the Zia symbol supports the Zia Pueblo Education Services Center, alongside our commitment to the Northern New Mexico Cultural Preservation Scholarship.
