The Story Behind Verdure
A Legacy of Time. A Vision of Design.
Verdure Watches was born from a lifelong appreciation for timepieces, art, family, and the stories that connect generations.
Where It Began
For Eddie Johnson, the love of watches began with his father and grandfather, two avid collectors who understood that a timepiece could be much more than something that tells time.
Growing up, Eddie watched these two gentlemen pair their suits with beautiful timepieces. What captured his attention wasn't simply the name on the dial, but the artistry, character, and individuality of each piece.
As he grew older, that appreciation developed into a deeper fascination with the art and design of watches. After wearing a timepiece to a black-tie affair, Eddie knew he wanted to explore how he could become part of the world he had admired for years.
From an Idea to Verdure
Eddie initially imagined sourcing watch components and having a horologist assemble complete watches. His father encouraged him to take the idea further.
Knowing Eddie's passion for art and his ability to draw, his father suggested that he create his own designs, find a manufacturer, and build a watch brand of his own.
That advice became the beginning of Verdure.
Eddie began designing his own concepts while searching for a manufacturer capable of bringing those ideas to life. After two years of searching, he found the right manufacturing partner.
In 2015, Verdure released its first collection: the Premier Collection.
Designed From Inspiration
For Eddie, inspiration can come from anywhere.
Nature. Art. Scripture. A moment. A detail that catches his eye as he goes about his day.
An ordinary moment can become the starting point for an entirely new design. Eddie often carries a notepad to capture ideas as they come, developing them into concepts that can eventually become a complete timepiece from the inside out.
His background in art began during childhood, when he spent his time drawing cartoon characters and exploring his creativity. That creative foundation eventually became an important part of his approach to watch design.
The Verdure Approach to Craftsmanship
To Verdure, craftsmanship means true dedication to quality, beauty, functionality, and durability, combined with a deep understanding and knowledge of the subject.
Eddie is a self-taught designer and student of timepieces, having spent years studying watch design and the mechanics behind different timepieces. His experience as a collector and his upbringing around passionate watch enthusiasts have helped shape his understanding of how design, function, and individuality come together.
As Verdure evolved beyond its first quartz collection, Eddie chose to explore mechanical movements and their sophistication, reflecting his growing appreciation for the complexity and artistry of mechanical timepieces.
A Passion for Legacy
The philosophy behind Verdure is deeply connected to family and legacy.
Eddie's passion for timepieces was shaped by the generations before him, and his own experience receiving an heirloom timepiece gave him an even greater appreciation for what a watch can represent.
A timepiece can preserve a piece of history. It can tell the story of the person who wore it, the occasion for which it was purchased or commissioned, and the generation that eventually passes it forward.
That is what makes a watch worth keeping.
Not simply its materials or mechanics, but the story, meaning, memories, and legacy attached to it.
More Than a Timepiece
Verdure watches are designed to be distinctive pieces that invite conversation and carry meaning.
They are created for individuals who appreciate beauty, design, craftsmanship, and the stories that make an object personal.
A Verdure timepiece is not simply meant to mark the passage of time.
It is meant to become part of yours.
Eddie Johnson
Founder & Designer, Verdure Watches