Auret Debuts With The Mederi Collection — Swiss Heart, Colombian Soul
Auret’s inaugural collection, Mederi, gives the brand a personal starting point. Auret is a new name in watchmaking, but its idea is far more human than your usual “here’s our first watch.” The brand was founded in Colombia by an oncologist and watch enthusiast, with the concept built around a pretty simple observation: time is the one thing we all have — and the one thing we can never get back. The founder’s occupation makes that pretty clear. Conceived in Colombia but developed around Swiss watchmaking, the Mederi combines a 40mm stainless steel case with a 12-sided bezel, a heavily textured concentric-guilloché dial, and an automatic Sellita movement underneath. There are three versions to choose from — black, blue, and burgundy.
Auret doesn’t want to treat the watch as a tool or instrument but, instead, wants it to act as a reminder to be present for the passing time. That mindset could easily become a little too serious, but thankfully, the Mederi has enough visual character to keep things interesting. Auret is also entering the market at a price point where the design has to do a lot of the talking. And there is quite a bit to talk about here.
12 sides, endless ripples
The first thing that makes the Auret Mederi distinct is its geometry. The brand’s logo incorporates an R designed to evoke the number 12, which Auret sees as its conceptual starting point — 12 hours of day, 12 hours of night, 12 months, 12 zodiac signs… You get the idea. That symbolism then gets translated directly onto the watch through its dodecagonal bezel. I actually like this kind of design thinking when it is physically presented on the watch rather than buried under endless talk. Here, the 12-sided shape is doing real work. It gives the 40mm case an architectural outline. Auret says it purposefully wanted to avoid that traditional language, instead creating a silhouette that could become its visual signature.
But the dial is where the Mederi gets different — in a good way, of course. Auret developed a concentric guilloché pattern, with waves radiating from the center of the dial. The idea is to represent each passing second as a ripple expanding from the present moment. The pattern isn’t just printed decoration either. The brand specifies a 2mm line depth, giving the surface some serious physical presence.
The effect is pushed further by the fumé gradient, which moves from the strongest color in the center toward black at the edges. On the black, blue, and burgundy versions, this should give the dial a very different personality depending on how the light catches those surfaces. It is quite the poetic idea, but importantly, you can actually see the concept in the watch. The dial looks like it’s moving even when the hands aren’t.
Swiss mechanics, Colombian soul
Flip the Mederi over, and Auret’s Colombian connection becomes much more literal. Behind the case back’s sapphire display is a custom brass rotor inspired by the Colombian coffee flower. This is the main element that shows the brand’s cultural character. I like it more than simply sticking a flag or country name somewhere on the dial. The coffee flower gives the movement something organic to play with, while still having a genuine connection to where Auret comes from.
The movement itself is the Sellita SW260 D4, an automatic caliber with a 41-hour power reserve and hours, minutes, and small seconds. Auret has chosen the highest level of decoration from Sellita, with perlage on the mainplate and bridges, snailing on the notches and barrel, nickel-plated surfaces, and blued screws. The custom rotor is the obvious visual highlight, but the rest of the finishing keeps the mechanical side from feeling like an afterthought.
The case, too, is straightforward in specification — 316L stainless steel, 40mm across, 10.5mm thick, and 46mm from lug to lug. Polished and brushed surfaces emphasize the architectural shape, while sapphire crystals protect both sides. With 100m water resistance and a screw-down crown, the Mederi is also designed to function as an everyday watch.
Buyers will get a leather strap with a rubber lining and a fabric strap with a leather lining. Both use custom stainless steel buckles carrying the brand’s 12-inspired symbol, and the quick-release pins mean switching between them doesn’t require tools. It’s a small thing, but at this watch’s €1,750 price point, details like this make the package feel more considered.
Final thoughts
The Auret Mederi is an interesting debut because, although it pays homage to both personal and national identity, Auret isn’t cosplaying a 150-year-old brand. It’s putting a very specific idea on the table and building the watch around it. The Colombian origin, the coffee-flower rotor, the 12-sided bezel, and especially the rippling guilloché all belong to the same narrative. That coherence matters more to me than whether every individual element is completely revolutionary.
At €1,750, the Auret Mederi enters a seriously competitive part of the mechanical-watch market. As we all know, there’s less competition when selling a €70,000 watch than a €1,500 one. But it has something plenty of watches at this price don’t — an identity deeply rooted in cultural elements. If Auret can build on that visual language and Colombian connection, the Mederi could be a pretty compelling first chapter. The collection will be available starting in November 2026.
What do you think of the Auret Meredi? Is this “low-key” way of paying tribute to the brand’s identity better than a louder one? Would you be interested in more from Auret? Dear friends, let’s chat.
