Time + Tide
Smokey Bear became an essential part of every American’s life towards the end of the Second World War. The character was created in 1944 to prevent forest fires, but with the continued rise of global warming and devastating wildfires, his role may be even more important today. Smokey Bear’s mission therefore transcends borders and has universal meaning. In response, and to celebrate its 79th anniversary, American brand Vero has partnered with the United States Forest Service to create two collector’s editions: Smokey `44 and Smokey `64. Today, we take a look at both of them. Beyond the inherent connection with the furry mascot, these two watches are serious field watches made to specifications suitable for your next adventure.
A little bit about Smokey Bear
Smokey Bear’s core message, known to all outdoorsmen, is “The future of our forests is in our hands. Only you can educate, prevent and ensure their safety.” This message is repeated throughout the U.S. through billboards that depict Smokey teaching both adults and children how to best protect our forests. The bear’s unique look in his sturdy blue jeans and ranger hat has become iconic, and these two Collector’s Edition Field Watches feature his message on Smokey Bear’s first official timepiece.
The visual legacy of Smokey ’44 and ’64
The two models share the same specifications, which we will discuss in more detail later. They also share the same color scheme, a clear connection to Smokey, and a simple case profile with a satin sandblasted finish. However, the dials have different looks, each referencing a specific era and milestone in Smokey Bear’s life. The first model, Smokey `44, recalls Smokey Bear’s birth in 1944 and the spirit of the watches of that era. Specifically, the cathedral hands found on many field watches of the time, including the famous Dirty Dozen, and period-inspired gothic Arabic numerals that match the numerals on the first signs found in America’s national forests. The dial’s brown earth tones, combined with a sandy texture, set against a cream-colored numeral background, provide maximum legibility. The dial features a red 24-hour scale on the inside, with an illustrated Smokey Bear at the 12 o’clock position. Beneath the pinion is the action-packed “Only You” slogan and a stylized drawing of a tree that appears in many Smokey Bear ads.
Smokey `64 takes us back to 1964, when Smokey Bear got his own zip code to receive fan mail. The 1960s provided a new backdrop for a more modern looking military-oriented field watch design. Gone is the Smokey on the dial side, replaced by an inverted triangle at 12 o’clock with a stylized tree at the apex of a circle that revolves around the pinion, and another call-to-action slogan: “Only You Can Prevent Wildfires.” The cathedral hands are replaced by sword hands, and the gothic typeface of Smokey `44 has been replaced by a modern, simple and equally legible typeface for the Arabic numerals marking each hour. Smokey `64 shares the same red 24-hour scale, railroad minute track, and shovel-shaped counterbalance for the luminous seconds hand.
These Smokies are serious field watches
Beyond their intrinsic connection to an American icon, the Smokey ’44 and ’64 are loaded with serious field watch specifications. Let’s start with the caliber inside: the ultra-popular Seiko NH38A, which vibrates at 21,600vph and has a 41-hour power reserve. This no-date caliber is perfect for this type of watch at this price point. Additionally, these models come equipped with sapphire crystal, a screw-down crown and caseback with 120-meter water resistance, a generous application of green Super-LumiNova, and a satin-like bead-blasted case.
The Smokey `44 and `64 are reminiscent of times gone by, but with modern dimensions. The case diameter is 38mm, lug-to-lug length is 46mm, thickness is 12mm, and lug width is 20mm. Both models come with two straps, one made of thick, supple brown leather with quick-release spring bars and a laser-engraved U.S. Forest Service logo, and the other is a canvas NATO-style strap with reinforced eyelets. Given the specs, sizes, and strap options that come with the Smokey `44 and `64, there’s no doubt that these watches are designed to be worn. For those who don’t know, Vero offers a 10-year unconditional warranty on all models.
Vero Smokey Pricing and Availability:
The Vero Smokey ’44 and ’64 are available for purchase on the Vero website. 10% of proceeds from sales will be donated to the U.S. Forest Service. Price: $450 USD
Brand Vero Model The Smokey `44 and `64 Case Dimensions 38mm (D) x 12mm (T) x 46mm (LTL) Case Material Stainless Steel Water Resistance 120 meters Crystal Sapphire Dial Brown Strap Brown leather and canvas NATO style Movement Seiko NH38A, automatic, 3Hz Power Reserve 41 hours Functions Hours, minutes, seconds Availability Currently, special non-limited edition Price US$450
