Aura Watches Disrupts With Fashion-First Designs

The timepiece brand recently debuted a wide color spectrum of interchangeable FKM straps.

Watches
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Despite the young brand’s 2023 inception, Aura has already showcased an innate mastery for reconciling the complex, detailed history of watchmaking with the nuanced needs of the modern fashion landscape. Weaving centuries-old traditions with contemporary, imaginative aesthetics, Aura’s achieved a harmony of form and function that upends traditional notions of how the timepiece serves as a means of personal expression.

The company’s creativity-first ethos is an extension of its operating foundation, comprising artists, musicians, and designers who are driven by a shared desire to unify style and function by re-routing the heritage practices of the watch world through the intersection of art, design, and fashion. Craftsmanship is key, and Aura punches far above its weight. Its offerings boast features such as sapphire crystals and ruby-filled movements, and each watch is crafted with exacting precision.

Aura’s perspective of the timepiece being as much an aesthetic decision as a functional one informs the company’s decision to boldly supply wearers with an industry-first: in-house interchangeable FKM rubber straps in an array of on trend colors. Currently, the brand offers 18 distinctive hues, running the gauntlet from delicate pastels and staple neutrals to eye-catching tones like infrared, apricot, and magenta, with further personalization possibilities available through various hardware combinations.

Each watch is characterized by an unwavering dedication to premium construction, from stainless-steel hardware and sleek butterfly clasps to the time-tested, quality movements that power their timepieces.

Expand your aura and check out the full range on aura.watch.

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