Reagan Cook is a Canadian artist, designer, and entrepreneur recognized as the co-founder of Vaer, an independent watch brand based in Venice, California. Born in 1989 in Kitchener, Ontario, Cook’s academic background includes degrees from the University of Waterloo and the University of Southern California. Before entering the horological industry, he established a career as a contemporary artist and industrial designer, contributing creative concepts to a variety of firms ranging from tech startups to Fortune 500 companies.
In late 2015, while working at a technology company in Los Angeles, Cook partnered with his colleague Ryan Torres to develop a vision for a durable, aesthetically refined, and affordable wristwatch. Driven by a shared interest in entrepreneurship and outdoor adventure, the duo founded Vaer in 2016. Cook’s professional expertise in design and marketing was instrumental during the company’s foundational year, which was dedicated to product development and the creation of the brand’s identity. The founders utilized their personal life savings to bootstrap the venture, officially launching sales in 2017.
Under the leadership of Cook and Torres, Vaer has become a significant participant in the revival of American watch assembly. Following their first year of business, they made the strategic decision to move their assembly operations to the United States to ensure higher quality control and a deeper understanding of technical details such as hand tension and torque. Cook has played a central role in expanding the brand’s catalog from its initial quartz models to include mechanical automatics, solar-powered timepieces, and GMT functions.
Beyond his work with Vaer, Cook remains active in the arts. His work, which spans various mediums, has been showcased in galleries and museums across North America and Europe. He describes his artistic practice as being rooted in the tradition of folk art, often exploring the aesthetics of suburban culture and the management of identity in the digital age. Today, he continues to oversee the design and commercial strategy of Vaer, maintaining the brand’s commitment to a “go anywhere, do anything” philosophy.