Few American icons carry the enduring emotional resonance of Smokey Bear. Since his debut in 1944, the blue-jeaned, campaign-hat-wearing mascot has stood as an undisputed symbol of outdoor stewardship and forest conservation.
To celebrate Smokey’s 82nd birthday on August 9th, two Pacific Northwest design staples—VERO Watch Company and Shwood Eyewear—have joined forces for an officially licensed collaborative release: the Vero x Shwood Smokey Bear Collector’s Box Set.
Priced at £583, this limited-edition release pairs an unreleased automatic field watch with custom handcrafted wood sunglasses, offering gear enthusiasts a thoughtful blend of horology, artisanal eyewear, and conservation history.
Dawn on the Trail: The VERO Morning Sky Edition Watch
At the heart of the set sits VERO’s latest interpretation of their field watch platform, the “Morning Sky Edition”.
Taking inspiration from vintage 1970s U.S. Forest Service campaign posters and the warm glow of first light over timberlines, the watch centers around a vibrant, high-visibility orange dial.
* Case: 38mm Diameter / 12mm Thickness / 46mm Lug-to-Lug
* Case Material: Matte Black DLC-Coated Stainless Steel
* Dial: "Morning Sky" High-Visibility Orange w/ Vintage Typography
* Movement: US-Regulated Seiko NH38A Automatic (41-Hour Power Reserve)
* Glass: AR-Coated Sapphire Crystal
* Straps: Black Leather Strap + Additional Canvas NATO
Framing the dial is a sleek 38mm stainless steel case finished in a stealthy, matte black Diamond-Like Carbon (DLC) coating.
The proportions hit a sweet spot for modern field watch enthusiasts—measuring 12mm thick and 46mm lug-to-lug.
Under the hood lies a US-regulated Seiko NH38A automatic movement, ensuring robust daily timekeeping without a phantom date position.
The watch ships on a black leather strap with an additional canvas NATO included for rugged trail duty.
Timber Craft: Shwood Auburn Wood Sunglasses
Complementing the timepiece are the Auburn Wood Smokey Bear Edition sunglasses crafted by Oregon-based Shwood Eyewear.
Known for pioneering wooden frames, Shwood constructed this pair from rich, dark walnut timber, detailed with laser-engraved forest motifs along the temples.
“The dark walnut frames feature grey polarized lenses etched with Smokey’s legendary ‘Only You’ tagline—a subtle nod to eighty-two years of wildfire prevention messaging.”
The new grey polarized lenses provide 100% UVA/UVB protection, suited for bright mountain sun or open trail drives.
Shwood also leans into playful presentation, bundling the sunglasses with a custom miniature Smokey Bear “sleeping bag” accessory pouch, a hard travel case, a paracord eyewear retainer, and a microfibre cleaning cloth.
Conservation Impact & Rarity
The collaboration extends beyond mere aesthetics. Both VERO and Shwood maintain official licensing agreements with the U.S.
Forest Service, meaning proceeds from every box set sold go directly back to the agency to fund real-world wildfire prevention and habitat protection efforts.
| Set Specification | Details |
| Retail Price | £583 |
| Limitation | 100 Individually Numbered Box Sets |
| Watch Warranty | VERO 10-Year “No-Questions-Asked” Warranty |
| Official Licensee | U.S. Forest Service |
With only 100 individually numbered box sets produced worldwide, the Vero x Shwood Smokey Bear Collector’s Box Set at £583 is an extraordinarily rare find.
It bridges the gap between functional field equipment and meaningful Americana, making it an essential acquisition for collectors who love the outdoors as much as the gear on their wrists.
