Mention the phrase “Swiss watch brands” and your mind may immediately race to ones that have time-honoured traditions and decades’ (if not centuries’) worth of heritage. New-to-town Swiss label SevenFriday was established only four years ago and may not possess any of these characteristics, but it already has 700 stockists in 89 countries – no small feat for such a young brand.
Here, we highlight five things to know about it:
The man behind the label, Swiss-born Daniel Niederer (above), has more than 10 years of experience in the luxury/watch industry. What he didn’t have, however, was social media experience (the man wasn’t even on social media himself), but Niederer managed to sell 12,000 watches through strategic marketing on Instagram within the brand’s first year of operation.
Sevenfriday’s polished-meets-industrial aesthetic isn’t your minimalist nor bling-ed up watch – it occupies a comfortable middle that’s perfect for day-to-day living. While the brand may have its roots in Switzerland, the automatic Miyota movements are sourced from Japan while the manufacturing takes place in China under strict QC. The result? A reasonable price point ranging between $1,490 to $2,270.
The Q1/01 (above, $1,778) takes inspiration from music and is accordingly outfitted with elements from recording studio equipment, both vintage and modern.
The Q2/01 (above, $1,850) goes for a more rugged look with vintage steamboats as the point of reference, and fittingly reflects that with copper and brass highlights.
Drawing from the glamorous world of race cars, the Q3/01 (above, $1,915) is the dark, handsome one of the lot.
Reflecting the brand’s passion for music, the brand recently threw a party at super-hip Cherry Discotheque, featuring avant garde producer Xhin (right) together with up-and-coming singer-songwriter Anise (left) on her violin, who came up with a progressive metal meets classical jazz melody. Completing the aural and visual experience were the works of Dutch artist FrankNitty3000 (middle).
SevenFriday’s latest Q series is now available at Red Army Watches (Millenia Walk, Wisma Atria) and Krasnaya (Ion Orchard).
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