Hey, this is Zach Weiss, co-founder of Worn & Wound. As I’m sure you know, I am very into watches. I have been wearing them since a young age; they sparked my interest in design, leading me to pursue a degree in the topic, and, of course, to eventually co-found Worn & Wound in 2011. Since 2011, that interest has turned into an obsession (and career) that permeates my waking, and sometimes dreaming, life. Now, after nearly 15 years in the industry learning about, writing about, talking about, and designing watches, I’m ready to do what I’ve always dreamed of: launch a watch brand of my own.
Dear readers, friends, and colleagues, it is with the utmost excitement that I announce the launch of an independent watch brand I created:
The journey to get to this point began in late 2023. Over the years, I’ve designed countless watches that have gone unseen; created in my free time, drawn up on my computer. Some were just loose sketches that took an evening; others were fully fleshed-out concepts formed over months or longer. With my 40th birthday just over the horizon, I took stock of where I was in life and decided it was time to put theory into practice.
The first challenge was a name. After a process of losing sleep, endless perusing of thesauruses, deep soul-searching, generating list after list – and legal fees – I landed on OraOrea (pronounced aura-aurEEya). The inspiration for the name was a genuine experience. On a late afternoon walk, working on names in my head, the sun got low on the horizon, shadows grew long, and the light turned a lovely warm hue. It was golden hour. Adored by photographers and filmmakers for its rich tones and nostalgic atmosphere, it’s also a lovely time to take in one’s surroundings.
late golden hour in Prospect Park, November 2025
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 sensation evoked. A moment or a state of bliss when everything just feels right.
Ultimately, OraOrea was also chosen for its musicality and visual balance. Five syllables and seven letters, a logo design came together organically. With a healthy dose of mid-century influence, the typography was first created; clear, bold, and distinctive. Balanced on either side of the central “O,” the letters dance above and below a midline, reflecting how the word is pronounced. A larger “O” sits at the center, anchoring the wordmark and serving as a logomark when used alone. The result is unexpected, confident, but with a touch of whimsy. It spoke to a brand that makes serious products, but is still approachable.
