A relatively “new kid” on the block with “complicated” looks is SevenFriday with the P1 model shown above. SevenFriday was founded in 2012 in Zurich, Switzerland. Photo: © SevenFriday

When images of the SevenFriday wristwatches were first viewed in early 2013, what came instinctively was to have a second look for it appeared to be complicated.

Established in Zurich, Switzerland in 2012, the looks of SevenFriday’s wristwatches are indeed impressive and on closer inspection, one will discover that the watch is not as complicated as first perceived.

In other words, the designers of SevenFriday did not do a good job; they actually did a great job!

They have given more life to this watch through the innovative use of functional and movable parts such as the clever use of rotating discs for the continuous seconds display at around the five o’clock position and the 24-hour time display at the nine o’clock position.

Even the design of the hour and minute hands are unique; look again and one will realise that these are not traditional hour and minute hands. The minute “hand” for example, is actually an extended part of a rotating disc and this is similar for the hour “hand”.

Exposing part of the balance wheel, what the brand terms the “open balance wheel” offers not just another animation but the added mystique and this adds to the “complicated” look of the watch even though the only “mini complication” is the 24-hour display.

The dial of the watch, as we are told, is of a “complex construction” being made of “five separate pieces or layers with eleven different applications”. This is well appreciated as it explains the avant-garde looks.

What is most pleasantly surprising is the pricing of this watch which begins at around 900 euros / US$1,250 / S$1,600 / MYR4,100 (Malaysian Ringgit) inclusive of tax.

The mechanical “engines” powering SevenFriday watches are mechanical movements from Miyota, a unit of Citizen Watch Co., Ltd from Japan.

 

 

We chanced upon this SevenFriday P1/3 in Singapore (Watches of Switzerland located at Paragon Shopping Centre, tel: +65 6732 9793). We do not expect this watch to stay here for long due to the healthy demand for SevenFriday and the limited supplies. The colours of the SevenFriday P1/3 are inspired by German industrial robotic manufacturer Kuka. SevenFriday timepieces are well-priced and begin from around 900 euros / US$1,250 / S$1,600 / MYR4,100 (Malaysian Ringgit). Photo: © TANG Portfolio

The rotating discs, “hands” and the Miyota automatic movement are what SevenFriday calls the “interface” while the stainless steel case is known as the “box”.

We happened to spot the SevenFriday P1/3 in Singapore at the Watches of Switzerland shop located at Paragon Shopping Centre. The intense orange colours on the SevenFriday P1/3 are inspired by Kuka, a German engineering firm and manufacturer of industrial robots which uses this colour on their machines.

One small issue we have with SevenFriday watches is its hour and minute hands. In terms of legibility, perhaps this is one area that can be improved as it does take some time to be accustomed to the reading of time with the hands.

Nonetheless, the overall design is well-received. From what we understand through our conversation with the retail folks at Watches of Switzerland, their first batch of around seven pieces of SevenFriday watches in 2013 were sold out within a week upon its arrival at the store. The seven customers who became new owners were taken in by its looks.

We strongly suspect pricing played a key role; after all, the SevenFriday watches look much dearer than their pricing. This is what we can describe as seven customers dazzled by SevenFriday with strong confidence in a relatively new brand, hence “seven dazed, not one weak.”

Note: If you enjoyed this article, you might also be interested in the brand known as Ressence. Do check out the timewerke.com article: Ressence: Look Disc Way