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Our new automatic collection is live on Kickstarter NOW.

We have spent one and a half years designing URÆD, inspired by the Norwegian hero Ole Brude.


In 1904 the Norwegian sailor Ole Brude set sail from Ålesund, West Norway towards New York, USA. This was a long and challenging journey even for big ships - and the 24 year old was to complete it in a self-designed 18-feet closed lifeboat designed like an egg. Brude named his creation Uræd, which translates to “Fearless” in Norwegian.

Read the story here

You will soon have the opportunity to get this watch at a highly reduced price, before everyone else.


URÆD is a refined, Swiss Made automatic watch where every detail down to the finishing of the movement was designed by Von Doren. This means that URÆD will be a costly watch to produce, and that is why we have decided to launch it on Kickstarter.
For you, this means the opportunity to acquire the watch at a 50% discount compared to future retail price, while simultaneously helping us realize the project.


The case of URÆD is rounded alike contemporary watches from Ole Brude’s time, and the design is inspired by the Art Nouveau style of his hometown Ålesund. A tracing of the Uræd lifeboat is engraved on the sapphire glass on the watch’ caseback, which also displays the beautiful movement.

URÆD is available with both a high quality rubber strap and a high quality bracelet.


Clicking the button below will take you directly to the URÆD campaign on Kickstarter. You can order on this page from 13:00 CET.

Von Doren - URÆD will be available in three variations: Green Sea, Atlantic Blue and Lava.

Option of English or Norwegian days in day window

  • Case size: Ø 40 mm. Thickness 13.4mm 46.2 mm lugs to lugs. Diver screwed in case-back with 6 notches.

  • Movement: Automatic Swiss Made STP 4-13 self-winding movement. 26 Jewels, 28 800 vibrations 4Hz.

  • Complications: Day, Date, Hacking Seconds, Hand Winding, Outer Day Wheel, Quick Date Correction, Quick Day Correction.

  • Glass: Double domed bell-shape sapphire crystal with 5 AR coating inside. Flat sapphire crystal on case back.

  • Watch case material: Brushed and polished stainless steel. Screwed in crown.

  • Power reserve: 44 hours.

  • Swiss Made: Assembled by hand.

  • Option: Of English or Norwegian days in day window.

  • Bezel: 120 clicks bi-directional bezel in sapphire. Great vintage look.

  • Bracelet & strap: Silicone rubber and high quality 3 solid link bracelet with deployant buckle. 2 lug holes.

  • Lug with: 20mm.

  • Water resistance: 10 bar.

Monday (Mandag) is the day of the Moon. “Måne” is a Norse god, and the brother of “Sol”. The gods did not like that Måne’s father Mundilfare named him after the moon. Therefore they sentenced Måne to drag the moon across the sky every night.

Tuesday (Tirsdag) is named after Tyr, the son of Odin and the god of War. Tuesdays were considered the best day for battles.

Wednesday (Onsdag) is named after the Allfather, Odin. Odin was the wisest and most powerful of all the gods. After the norse mythology was replaced by christianity, it was hard for the christian priests to accept that one of the days was named after a pagan god. They tried to rename the day “Midtuke” which means “Middle of week”. This was unsuccessful, however.


Thursday (Torsdag) is named after Tor, perhaps the most famous Norse god. This was the most sacred of all the days. Important meetings and assemblies should preferably begin at Thursdays. Thursdays were also believed to be the most powerful day for magic.

Friday (Fredag) is the day of Frigg and Frøya. They were goddesses of love and faith - Friday was the day of love.

Saturday (Lørdag) is a modernization of Laugardagr which means “Washing day”. Saturday was traditionally the correct day for ritualistic cleaning ceremonies.

Sunday (Søndag) is the day of the Sun, and traditionally the first day of the week. “Sol” was Måne’s sister and was named after the sun. Just like with Måne, the gods did not approve of her father’s choice of name and thus sentenced her to pull the real sun across the sky every day.

Photo: Aalesunds Museum Archives

Photo: Aalesunds Museum Archives

The Norwegian Ole Brude worked as a deckhand from an early age, but the ship where he worked was wrecked under his first voyage. He saw how the wooden lifeboats were smashed to smithereens against the rocks, and this was where he got an idea that would save countless lives across the world.

The young Brude designed a revolutionary lifeboat way ahead of his time; A closed lifeboat made of steel, shaped like an egg. To prove that closed lifeboats was the future Brude decided to sail from Ålesund, straight across the Atlantic Ocean, and end the journey in Boston.

The voyage became a huge success despite severe storms and hurricanes, and the crew was celebrated as heroes. Ole Brude even received an audience with President Roosevelt.


This status was however short lived, and closed lifeboats did not become the standard before the ‘70s. The originator never received the recognition he deserved, even though his construction kept four grown men safe for five months at sea.


We have been heavily inspired by Brude’s courage, and we are proud to present our tribute: Von Doren - URÆD.


Photos: Aalesunds Museum Archives