SevenFriday creates a new way to read time
MANILA, Philippines – For centuries, watches have had more or less the same formula. Nevertheless, enthusiasts and collectors never stopped appreciating the craftsmanship and beauty of a good watch. Swiss watches, in particular, have always been a favorite but monotonous designs and high price points have created a demand for something new, something different.
Just ask Daniel Niederer, SevenFriday’s founder. A lawyer by profession, Niederer decided to launch his own luxury watch line in 2012. He was pulled into the industry by chance, working for a Swiss company that distributed watches. His passion for branding, fun and the industrial aesthetic led to SevenFriday — a unique watch brand in terms of both design and positioning.
SevenFriday’s founder Daniel Niederer at the V-series launch
“We never follow what others are doing and stick to what we believe in,” Niederer claimed. “SevenFriday is more than just a watch. I really wanted to start a company where I enjoyed working everyday and shared my love for the industrial aesthetic,” he claimed. The name SevenFriday is a play on words, suggesting that everyday of the week is the fun, much-awaited Friday. “I believe in carpe diem and SevenFriday is a modern way of saying that,” he concluded.
Daniel Niederer was in the Philippines last month to launch the company’s latest collection, the SevenFriday V-series. The timepieces reflect industrial essence, revolution and engines. Like the previous M and P series collections from SevenFriday, the V-series strays from conventional watch design. It features a stainless steel case with a sunray brushed top bezel on a soft matte calfskin strap.
SevenFriday’s watches are inspired by industrial design. ?
The V-series has four-level dial construction with Galvanic hollowed-out plates and alternate finishing to add depth. This makes for a very handsome piece that can be distinguished from afar. Just like previous SevenFriday models, the V-Series uses Japanese Miyota 82S7 mechanism. All these design elements brilliantly create an affordable yet beautiful industrial style watch.
The watch’s design creates a new way to read time using the “Additioner Principle.” While at first glance, it seems difficult, it’s actually a lot easier to read as it seems. The main hours gauge ranges from 0 to 4 complemented by an inner dial or hours additioner showing +0, +4 and +8. To tell the time, just add the hour indicated on the main gauge to the number indicated on the hours additioner. The minute hand is read traditionally. Simple color coding indicates whether it is AM or PM.
The V-series is the first of SevenFriday’s pieces to carry an NFC anti-piracy chip that can authenticate a SevenFriday watch through their official app and a NFC-enabled phone. The watch has a 3 atm water-resistant mark and comes in two color variations — V1/01 in a sleek white and blue and V2/01 in a retro black and yellow.
“SevenFriday is more than just a watch, it’s a lifestyle,” Niederer said. In just a few short years, the brand has been able to find a niche and gain a steady following. “We will continue to build the brand and keep surprising with creativity and innovative products,” Niederer promised. We can only expect more modern masterpieces from SevenFriday in the years to come. This truly is a brand to watch.
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SevenFriday is available at Promenades Greenhills, 5L Mega Fashion Hall, and Washington branches.
