This Zurich-based brand has made unconventional time-keeping a trademark while challenging the creative boundaries of a typically traditional industry.
Company founder Daniel Niederer said as much during a chat session when he was here to launch the latest V series watches here in Malaysia.
“When I created my company, it was because I wanted to enjoy what I do. I see things differently, and I’ve had enough of working with people who didn’t or didn’t want to,” he said.
All of SevenFriday’s 16 watches, released under three series, has a unique way of telling the time, and this may delight or frustrate the person trying to read it. The brand name itself captures the spirit in which the company was created.
“I think most of the world would say that Friday is the best day of the week. If only we could greet every day with the same enthusiasm as Friday — that’s the basic idea behind the name,” Niederer explained.
He said SevenFriday strived to be affordable while maintaining a high level of innovation and design. One of the latest features they are introducing with the V series is the built-in NFC chip, which allows you to verify the authenticity of the watch with the help of a mobile phone app.
More after-sales services and community features will be included in the future to capitalise on the chip.
SevenFriday’s V Series has straps made of premium calf leather with fine stitches, and it has a patent pending for its fast strap-changing mechanism. The V1-01 and V2-01 models each features a complex, four-level dial construction display that may be mind-boggling at first glance.
The V3-01 model is slightly different from the other two in that it will feature a carbon-fibre weave to resemble a car speedometer, as well as brushed steel finish — all of which contributes to a sporty and racy feel.
It will also come with an hour and second “additioner” system, which is a pending patent as well.
The watches all have a water-resistance rating of 3 ATM, which makes them well-suited for day-to-day wear. The V Series watches retail at RM5,316 for the V1-01 and V2-01, while the V3-01 is priced at RM5,500.
SevenFriday will soon launch its own lounge in Jakarta, which is a concept store where Niderer hopes to introduce a new watch-buying and viewing experience as opposed to the usual exhibition style.