In the era of Covid-19, the concept of time took on a particularly meaningful role. For some, this was an occasion to slow down and take stock of priorities. For others, this was a moment to speed up and focus on passions before opportunity passed them by. The pandemic was a reminder that rather than allowing time to dictate our lives, we should instead direct how we spend our own time. The significance of the moment was not lost on Jess Chow, the cofounder of the VIEREN luxury watch company, who, in March 2020, was readying to launch a modern take on the traditional automatic watch. Jess and her cofounder, renowned Canadian fashion designer and Project Runway All Star Sunny Fong, were forced to decide if they would put their entrepreneurial dreams on hold or follow their ambitions to launch a new venture. As Jess details it, since their brand celebrates "making the most of time as opposed to wasting time," they were moved to go for it. Jess spoke to us from her home office in Toronto to share her perspective on introducing the next generation to an old-world craft, turning obstacles into opportunities, and going all in on your dreams.