Auret Mederi: can twelve sides become a brand identity?

Auret’s debut Mederi family is easiest to understand by separating its founding story from the object. Origin, Horizon and Permanence share the same 40mm steel case, concentric guilloché-style dial structure and small-seconds layout; black, blue and burgundy provide the emotional distinctions. The more consequential choice is the polished 12-sided bezel, rotated so a point rather than a flat edge aligns with the case axis.

That orientation makes the watch feel less like a conventional round watch wearing an angular frame. The bezel’s points echo the radiating dial pattern, while the layered case and curved strap integration continue the movement outward. Auret describes the geometry symbolically, but the observable result is a repeatable system: centre, concentric waves, twelve-sided boundary and downward-curving lugs.

The case measures 40mm across, 46mm lug to lug and 10.5mm thick. It uses sapphire crystals front and back, a screw-down crown and 100 metres of water resistance. Each watch includes leather and nylon straps with leather lining. These specifications position Mederi as an everyday steel watch rather than a purely narrative dress piece.

Inside is the automatic Sellita SW260 D4 with hours, minutes, small seconds and a stated 41-hour reserve. Auret specifies rhodium-treated components, heat-blued screws, Côtes de Genève, perlage and brushed wheels. The brass rotor is shaped around a Colombian coffee flower, making the brand’s origin visible without placing another emblem on the dial.

The official launch storefront lists each colour at US$1,990 before import taxes and duties, shipped from Switzerland, with availability from November 2026. That corrects the provisional US$2,200 figure in launch coverage and the early variant name 'Legacy': the official third model is Permanence. No numbered edition size or exact reference codes were visible on the product pages.

The reader question is whether the twelve-sided case can carry future collections once the founder narrative is no longer new. Mederi gives Auret a credible visual grammar, but the conclusion should remain provisional until the watch can be compared like for like with similarly priced angular steel watches and assessed beyond manufacturer imagery.