SevenFriday held its world tour in early 2014 with founder Daniel Niederer making his rounds visiting the brand’s various markets around the globe. He was in Singapore and Malaysia in February 2014. Design: © TANG Portfolio. 2014
SevenFriday is one watch brand to watch, literally. The general response to its timepieces has generally been positive and the emotions evoked through either the visuals or physical handling of its timepieces have become an interesting phenomenon worthy of attention, especially for marketers.
SevenFriday P1/2 with silver and white finishings. Can you spot the hour hand? Photo: © TANG Portfolio
In our earlier article featuring the SevenFriday P1/3, Seven dazed, not one weak, we highlighted the key features of the watch: the partially exposed balance wheel, the 24-hour rotating disc display (at the nine o’clock position), the rotating disc for the display of the continuous seconds (at the five o’clock position) and the interesting hour and minute hands extended from rotating discs.
SevenFriday P1/4 with a blue painted dial. Photo: © TANG Portfolio
What we felt strongly in favour of SevenFriday watches is the pricing (below US$1,500) which is a deal many customers find difficult to refuse. Of course, this is because of the perception that SevenFriday watches look much dearer than its actual pricing thanks to well-designed aesthetics and structure.
“I have been told that after customers who had walked into the stores found out the price, there are quite a few who decided to buy even more as gifts,” SevenFriday founder Daniel Niederer discloses while on a stopover in Singapore during the brand’s world tour.
This “meet-up” session with the brand’s customers during his world tour was a great opportunity to view almost the entire SevenFriday collection and to understand more about the brand from the founder himself.
SevenFriday P1/5 with a green painted dial. Photo: © TANG Portfolio
While there are “purists” who question the use of Miyota movements, Niederer brushes this aside. “I don’t have to justify why I decided on Miyota movements; if I do, it will be seen as a weakness,” says the head honcho of SevenFriday with a smile.
Regardless, utilising Japanese Miyota movements (the self-winding Miyota 82S7) is a wise choice as it has made these design statement timepieces very affordable.
SevenFriday P2 housed in a stainless steel case that is medium-grey PVD-treated. Photo: © TANG Portfolio
The response to our question of supply issues (the limited supplies) was the most shocking. “When I started in 2012, I wanted to sell 1,000 pieces in the first year. However, till date [early February 2014], we have sold 12,000,” declares Niederer.
Now that is indeed a positive phenomenon and it looks like Niederer has hit the ultimate sweet spot in the watch industry many would be envious of.
The SevenFriday P2/2 has a stainless steel case that is PVD-treated with sandblasted yellow gold finishing. The bezel is black and yellow gold PVD-treated. Photo: © TANG Portfolio
We believe it will get sweeter. Raising our concerns over the legibility of the hour and minute hands, Niederer responded that a solution is in the offing.
Daniel Niederer, founder, SevenFriday in Singapore for the brand’s world tour at the Barber Shop located in Old Parliament Lane. Why the censorship? We will reveal this, hopefully before April. Photo: © TANG Portfolio
Most importantly, how will SevenFriday watches evolve thereafter? The official answers are expected to be revealed later this month in Basel by Niederer.
All we are allowed to say for now, especially with Sugi Kusumadi glaring at us (Sugi Kusumadi is the authorised distributor for SevenFriday in this part of the world), is that orders have been placed.
For fans of SevenFriday: Happy SevenFriday!
Our proposed idea for a SevenFriday T-shirt. We wouldn’t mind wearing one. Photo: © TANG Portfolio