We don't measure time, we honour it.
AURET is an independent watchmaking house born of a deeply human view of time. We make watches to accompany what we live, what we choose and what we share.
Conceived in Colombia, with a Swiss heart, the house joins that view with care for design and the watchmaker's craft.
Our philosophy
What does AURET mean?
AURET understands time as a human experience, not only as a unit that can be measured.
We create from that conviction: time deserves attention, care and meaning.
A lifedevoted to time.
Astor Aguirre is a Colombian oncologist, a watch collector and the founder of AURET.
Every day, his work is to care for life and to find more time for others. That experience has brought him close to the real worth of a minute, to the strength of a “we still can” and to the moments when being present is what matters most.
In oncology, time takes on another dimension. It can be spent waiting, hoping, welcoming a new chance or enjoying a moment shared with those we love. Living alongside its fragility has taught him to see it as a privilege.
AURET was born of that conviction. Astor wanted to turn that way of understanding life into an object that accompanies, inspires and endures. His sensibility as a collector found in watchmaking a way to make it tangible: watches that remind us how much the time we have is worth.
Astor Aguirre
Founder of AURET
A watchmaking house with a Swiss heart and a Colombian soul.
AURET is built around the notion of aura, a quiet presence that remains, and around the art of making objects able to outlast time. Together they express a timeless identity, one that can feel both old and contemporary.
Objects gather meaning over the years, through the people who wear them and the moments they witness. AURET finds in that relationship the meaning of what it makes: watches that accompany a life and can become memory, presence and legacy.
Aeternum
The measure of a cycle
In watchmaking, twelve orders the dial and marks the start of a new cycle. It is also in the months of the year and in the notes of the chromatic scale: a round that completes itself and lets us begin again.
For AURET, it stands for origin, balance and expansion. Its outline is built into the R of the logotype, and its geometry shapes the Mederi bezel.
The AURET core
Five forces hold up our identity: presence, intention, expansion, humanity and legacy. They are how we turn a philosophy into form and an idea into a watch.
Presence
Now is the only time we truly inhabit. Being present means observing, listening and giving each person, object or decision the care it deserves.
Intention
Nothing exists without meaning. Every form, word, material and decision must answer to a purpose and add something to the whole.
Expansion
Time doesn't run. It expands. Each new expression must widen what the house can be while keeping a recognisable bond with its origin.
Humanity
Technique finds its meaning in the life it accompanies. Comfort, clarity and attention to people deserve the same rigour as the making of each piece.
Legacy
What we do with time can live on in others. We create with the stories a piece will accompany in mind, and how it can be kept beyond its first owner.
Colombian soul. Swiss heart.
AURET is born in Colombia and built with a Swiss watchmaking sensibility. Colombia brings origin, humanity and an emotional view of time; Switzerland brings watchmaking tradition, precision, technical discipline and craft.
In Mederi, the two meet in the watch's own mechanics: a Swiss movement and a rotor inspired by the Colombian coffee flower. A way of carrying the house's origin inside the watch.
Our first expression.
Mederi is AURET's first collection and the first form its philosophy has taken: three ways of contemplating time and recognising the worth of what we live.
Discover Mederi