In search of Nordic cool
The Danish watch brand VEJRHØJ has experienced rapid growth during the ﬁrst half of 2020, despite the corona pandemic and a slumping global market for design products. VEJRHØJ creates simple, yet distinctive timepieces, by combining wood, steel and Nordic minimalism. A concept which has proved to have a strong global appeal, as demonstrated by the success of the brand in especially the Asian market. In Japan, VEJRHØJ has recently completed the biggest crowdfunding campaign ever for an analogue watch brand, where the company got thousands of pre-orders for its new cherry wood model, launched during the cherry blossom season.
VEJRHØJ’s designs are rooted in Nordic minimalism and its homeland’s preference for natural materials. Janus, founder of VEJRHØJ tells: “We might have a preference for simplicity and natural materials, due to our Nordic design heritage. But at the same time, we are also dreamers that aim to challenge the status quo by creating bold designs that stand out from the ordinary. We do so by turning wood, steel and Nordic minimalism into unique timepieces with an accessible price tag”.
This design approach can be seen in the model The GOLD, with its unique dial that combines wood and metal. The upper part of the dial is made of walnut wood, whereas the lower part is made of metal. The name might be a bit cheesy, but it is deﬁnitely a design that combines simplicity with very characteristic look and feel.
When VEJRHØJ is asked what they see as their major strength, then they emphasize their ability to merge wood and steel. Janus, Founder of VEJRHØJ says that: “…by placing all wooden elements beneath the dial class, we have been able to create a collection of slim wooden watches with the same durability as a traditional steel watch. I think this is something that really sets our young brand apart”. This can clearly be seen in the the besteller model, The GUN. A thin walnut wood ring encompasses the black dial underneath the glass. It might be a minor detail, but it is something that has enabled the brand to elegantly incorporate wood into its thin timepieces, without compromising the aesthetics and durability of the design. This earned VEJRHØJ the Brand New Nordic Award back in 2017.
The success of VEJRHØJ is also evident on the company’s website, where most models currently only are available for pre-order. VEJRHØJ has to work hard to keep up with the steep increase in demand, and is facing some busy summer months with production and quality control of their new collections. However, the brand assures that it will be able to ship all pre-orders by mid September.