Founded in 2015, Vero Watch Company has lived more life than many watch brands. Pivoting from high-end, quasi-bespoke watchmaking during the height of the pandemic, the Portland, OR-based microbrand is an unlikely survivor story, having managed to find a different kind of success post-COVID. Now operating in the independent-yet-accessible niche occupied by other (mostly) American brands like Nodus, Astor & Banks, and Raven, Vero is also a proud alum of Intersect, the emergent annual show that highlights the best of the country’s microbrands which also happen to be some of the most integrative. No surprise, as one of the tenets for participating at Intersect events is that brands must be “cool, collaborative, and community-driven.” So, it’s appropriate that Vero’s latest release, an expansion on an existing collaboration with the U.S. Forest Service, is fun, functional, and fuzzy. Celebrating 80 years of Smokey Bear’s iconic admonishments that “Only you can prevent wildfires,” the 2024 edition is a bronze-cased field watch with character to spare.
Building upon the success of the long-sold-out Smokey ‘44 and Smokey ‘64 watches, the current version replaces the previous generation’s brown dial (specifically, that of the Smokey ‘44) with green and blue variants. The color correction is just about the only change Vero has made, retaining the rough texture, fun-font numerals, and dial adornments. This includes the Smokey logo above the “Only You” reminder at 12 o’clock, as well as the simplified tree graphic that balances everything out on the opposite side of the hand stack. The warmth of the original is preserved, thanks not just to the golden minute track, but also the green Super-LumiNova hands and numerals that exude the faintest hint of “fauxtina.” While the Smokey ‘44 was a fairly austere commemoration of the bear’s 1944 origin as the face of wildfire prevention (the Golden Age of federally-funded mascots), the new version’s colors bring Smokey into the present day.
Still, old-school charm is retained not just by the aforementioned blocky numerals, but also the vintage hand design. While the minute hand takes on a fairly simple syringe-tip structure, the stylized hour hand evinces images of a leaf. Meanwhile, the back end of the seconds hand looks suspiciously like a shovel — every wildland firefighter’s most important tool. It’s evidence that Vero prides itself on design, giving plenty of thought to making watches like the Smokey Bear 80th Anniversary appear as cohesive as possible.
Perhaps the biggest update from last year’s Smokey watches is the case. Whereas the originals presented in brushed stainless steel, the 2024 variants utilize a patina-friendly bronze that only adds to the overall warm character. As a testament, the sample at hand was only out of its protective plastic for less than 24 hours before beginning to take on a characteristic mottled look beloved by bronze-watch fans. For proof, peep the caseback photo below. As before, the watch case sizes in at 38mm in diameter with a 12mm thickness. The 46mm lug-to-lug is workable for most wrists, and while its fixed-bezel look is decidedly plain, it’s got just enough geometry leading up to the sapphire crystal to keep things interesting. The screw-down crown is no problem to operate and may (or may not) assist in the watch’s 120 meters of water resistance.
Like its predecessors, the Smokey Bear 80th Anniversary uses Seiko’s NH38 movement. This is the no-date version of the brand’s ubiquitous automatic NH35 caliber, utilizing simple click-out, adjust, click-in functionality to set the time. It’s no-nonsense, and the familiarity of the 41-hour power reserve NH38 means that should it become necessary to make repairs (or even a movement replacement) there’ll be no wait for specialty parts. While intrepid collectors unafraid to work on their own watches might be tempted to Leroy Jenkins their way into the watch to make basic repairs, such mod-work isn’t necessary thanks to Vero’s unbeatable 10-year warranty. The brand’s no-questions-asked policy makes long-term ownership a no-brainer.
The fitments that ship with the Smokey Bear 80th Anniversary are a tale of two straps. The 20mm brown leather strap, while beautiful, is stiffer than stiff. Fortunately, this seems to be mainly due to sheer thickness and not low-quality materials, although time and field testing are the best way to know for sure. Also included in Vero’s championship-level packaging (a button and several Smokey Bear stickers are thrown in with each watch) is a black canvas single-pass fabric strap with matching bronze hardware. The “Smokey” printing on the reverse is a nice touch, and it’s a comfortable fit right out of the box. But whereas removing the leather strap is as easy as pinching the quick-release spring bars, installing the canvas strap is another story. Vero helpfully includes spring bars, but they’re not quick-release meaning a tool (not included) is necessary. The lugs are also undrilled, which adds to the time commitment. So, while it’s not a watch conducive to frequent strap changes, it has the benefit of versatility, looking good with just about any shoes you choose to put on it.
Proceeds from sales of the Smokey Bear watches support Smokey’s message of (say it with me!) preventing wildfires. Assisting these awareness efforts seems like a natural fit for Vero, and is further evidence that using their products to serve the public good is an area where microbrands can shine. Creatively, Vero’s Smokey Bear 80th Anniversary watch has once again proven that attentive design is sufficient to get collectors excited. Field watches, while not the most inherently exciting style compared to the more complex diver and pilot watches of the world are a blank canvas for artistic companies like Vero to animate. This one’s a well-executed example that’s got us looking forward to what comes next from Vero. Both the green and blue dial variants of the Smokey Bear 80th Anniversary watches are priced at $500 USD and are shipping in batches directly from Vero. For more details, please visit the brand’s website.
