Sevenfriday

Watches Challenging the Status Quo

SevenFriday is a Swiss lifestyle brand that has been shaking things up in the watch industry since its foundation in 2012. Their creations demand attention with their forward-thinking industrial designs. Needless to say, these aren't your grandfather's timepieces.

It starts with the cases themselves. Square watches with rounded edges and corners dominate SevenFriday's catalog. So-called "animation rings" made of materials like rubber, nylon, or carbon further enhance the futuristic and dynamic designs. SevenFriday also offers "squround" watches – an unorthodox style that combines a round case with squared edges. These models also boast the company's proprietary Fast Strap Changer (FSC) mechanism. By pressing the pushers at 8 and 10 o'clock, you can switch bands with ease.

However, the real stars here are the dials, or "interfaces" as SevenFriday calls them. Most are made up of multiple layers, lending these watches a stunning sense of depth. The designers take things a step further by equipping certain models with some truly unconventional time displays. For example, select pieces use the "additioner principle" to show the time. In such instances, only part of the usual time display remains. There are hours marked "0" through "4" and a central disc with "+0," "+4," and "+8" that, when added together, indicate the current hour.

SevenFriday sources their calibers from Japanese movement manufacturer Miyota and then modifies them to their own specifications. They also integrate an NFC chip below every movement, enabling the watch to pair with a smartphone app and confirm the current time.

Reasons to Buy a SevenFriday Watch

• Futurustic industrial designs
• Intricate dials with a 3D effect
• Models with unusual time displays
• Select watches with the Fast Strap Changer mechanism

Prices at a Glance: SevenFriday Watches

SevenFriday's Square Showstoppers

The M, P, S, and T collections all contain square watches measuring either 45 x 45.6 mm or 47 x 47.6 mm. While the cases are made of stainless steel, the manufacturer uses different finishes such as polishing, brushing, sandblasting, and PVD coatings. There's also a so-called "animation ring" that runs around the outside of the case. Whether the ring is stainless steel or a synthetic material varies by the model.

T Series: Dials Made of Sunglass Lenses

You can tell the different collections apart by their time displays. For example, SevenFriday equips T-Series watches with a traditional two-hand layout. However, the dial is anything but conventional. It's made of a sunglass lens decorated with what looks like a technical blueprint. The tinted glass also offers a view of the skeletonized Seiko NH70-based caliber within. With hands resembling movement components, the caliber appears to stretch beyond the confines of the dial.

Series S and P: Three-Dimensional Dials

The Swiss company outfits S-Series watches with central hour and minute hands, as well as a small seconds disc at 4 o'clock. Each dial is actually several layers of different materials such as rhodium, opaline glass, or brass. Sections of the dial are skeletonized, providing a glimpse of the caliber underneath; in this case, a Miyota 82S5.

The P-Series is nearly identical to the S-Series; however, its dial layers are made of a single material. In order to retain the 3D effect, the manufacturer treats each level to a different finish, from brushed and sandblasted to more fancy patterns. What's more, the P-Series features an additional display at 9 o'clock. This display does double duty as a 24-hour disc and day/night indicator. A modified Miyota 82S7 powers these timepieces.

M Series: Y-Dials for Lefties and Righties

Fans of futuristic designs are sure to love the watches in the M-Series. These timepieces also have layered dials that mix all sorts of materials and colors. However, instead of a circle, the layers combine to form a sideways "Y." SevenFriday's designers have also forgone a traditional time display in favor of discs. You can find the hours and minutes in a semicircular window at 9 o'clock, while the seconds occupy the center of the dial.

Furthermore, SevenFriday offers M-Series models for lefties. These watches have their time displays at 3 and crowns at 9 o'clock. Their power comes from the Miyota 8215.

How much do M, P, S, and T-Series watches cost?

Prices for square SevenFriday watches generally fall between 770 and 1,400 USD. For example, you can purchase a black and red P3B/03 Racing Team for as little as 750 USD, while the M1/01 demands around 1,100 USD. You'll need to have another 200 USD on hand for a S1/01. The manufacturer also regularly releases limited editions. Depending on the particular model, these timepieces can cost anywhere from 1,700 to 2,600 USD.

A Little Rough Around the Edges

If you're looking for something even less conventional, you may enjoy the SevenFriday Q, V, and W collections. These timepieces pair asymmetrical design with cushion-shaped cases and industrial charm. Two pushers for the Fast Strap Changer (FSC) system protrude from the case at 8 and 10 o'clock. Like the square models, SevenFriday stays true to their trademark layered dial and Miyota movements in these collections as well.

V-Series Watches With an Additioner Display

One of the biggest differences between these timepieces and their square sister models is the time display, especially in the V-Series. These watches use a so-called "additioner principle" that requires a little mental math. To tell the time, all you have to do is add together the sum of each disc-and-scale pair (one for the hours, the other for the seconds). The minutes are displayed via a conventional hand. A day/night indicator at 9:30 completes the dial.

The Q and W-Series: A Regulator and Disc Displays

The Q-Series contains watches with a special regulator display. A central hand shows the minutes, while the hours and seconds are located on subdials at 9 and 4 o'clock, respectively. As always, SevenFriday's designers let their creative juices flow when crafting this model. A compass needle-shaped hand completes one rotation every 24 hours, while the hour scale is a semicircle with the numbers 0 through 12. This enables the hour display to also function as a day/night indicator. Compared to the rest of the watch, the traditional date display at 3 o'clock feels almost out of place.

W-Series watches have a minute hand and a small seconds subdial at 4 o'clock. They also feature a day/night indicator at 9. Finally, the hours appear on a central disc, while the seconds disc sits at 5 o'clock.

Prices for the Q, V, and W-Series

You can purchase a V-Series watch for around 1,100 USD. Timepieces from the Q-Series cost about 100 USD more. The W-Series is the most expensive, with watches that sell for about 1,300 USD.

The History of SevenFriday

Alfred Daniel Niederer, a lawyer, founded the lifestyle brand SevenFriday in the Swiss city of Zürich on May 14, 2012. Niederer already had a long history of working in the luxury goods industry, so he knew what he was getting into. He established SevenFriday with the aim of adding a breath of fresh air into (what he considered) a dusty and stubborn industry. He chose the name "SevenFriday" to encourage people to live every day like it were Friday. The company's overall concept is simple: They offer high-quality products with extraordinary designs at affordable prices.

SevenFriday's portfolio includes apparel, bags, and sunglasses. However, their unique industrial-inspired watches are clearly at the heart of the business.