This discussion explores the unique venture of VELM, a men's jewelry brand spearheaded by Vjeko Miloradovic, an industry veteran who has skillfully blended the meticulous engineering and sophisticated craftsmanship inherent in Swiss watchmaking with the realm of luxury accessories. The brand's philosophy stems from Miloradovic's extensive background in designing timepieces for renowned brands, leading him to channel his expertise into creating watch-inspired jewelry. The conversation delves into the inherent difficulties of fostering true innovation within the traditionally heritage-focused watch sector, highlighting why many established Swiss manufacturers prioritize their legacy over pioneering new designs. It also critically examines the significant influence of branding and marketing strategies on the perceived value of high-end watches. Miloradovic elaborates on the foundational principles guiding VELM, showcasing its commitment to precision through ceramic bracelets, titanium components, and clasps engineered with the intricate mechanics reminiscent of fine watches. The dialogue emphasizes the crucial role of prototyping, the symbiotic relationship between design and practical utility, and how VELM is revolutionizing men's jewelry by applying the same rigorous attention to detail typically reserved for exquisite timepieces.
SUPERLATIVE Podcast: A Deep Dive into VELM's Innovative Approach
On October 20, 2026, the SUPERLATIVE podcast hosted by aBlogtoWatch founder Ariel Adams featured an enlightening conversation with Vjeko Miloradovic, the visionary behind VELM. Miloradovic, leveraging his rich experience from designing for prominent watch brands such as Fossil, Burberry, and MVMT, articulated his transition from the horological world to founding a distinctive men's jewelry brand. He shared insights into the impetus behind creating watch-inspired jewelry rather than launching another timepiece line, aiming to inject Swiss watchmaking precision into luxury accessories. The discussion covered the hurdles of innovation in the watch industry, the inclination of Swiss brands to lean on heritage, and the impact of marketing on luxury watch perception. Miloradovic further detailed VELM's philosophy, emphasizing the use of high-quality materials like ceramic and titanium, and precision-engineered clasps that echo mechanical watch movements. The dialogue underscored the importance of iterative prototyping, the interplay between aesthetic design and functional integrity, and VELM's pioneering role in bringing a fresh, detail-oriented perspective to men's jewelry.
This insightful conversation underscores the exciting potential when traditional craftsmanship meets modern innovation. VELM’s approach challenges the conventional boundaries of luxury accessories, demonstrating that the meticulous standards of Swiss watchmaking can be successfully applied to other domains. It prompts us to consider the value of engineering and design principles across different industries, ultimately enriching the consumer experience with products that are not only aesthetically pleasing but also embody unparalleled precision and durability. The brand's journey serves as an inspiring example of how expertise gained in one specialized field can be creatively reapplied to redefine another, offering a fresh perspective on what luxury can truly represent.
