Söner Watches - Proudly Featured in The New York Times

By Freddie Palmgren

Published on Feb 20, 2025 Updated on Apr 1, 2026

We are beyond thrilled to share that we has been featured in The New York Times! For a small, independent watch brand from Sweden, this is nothing short of monumental. It’s a testament to our bold vision, relentless passion, and unwavering commitment to challenging conventions in the watch industry.

Breaking the Mold: The Legacy of Angular Watches

In an industry dominated by round watches, Söner Watches stands alone as a rebel with a cause. We have never produced a round watch — and we never will. Why? Because we believe that square and rectangular watches exude an elegance and balance that round watches simply cannot achieve. Our timepieces are designed for those who value individuality, for those who dare to stand out.

The New York Times article beautifully captures this vision, highlighting how Söner Watches challenges traditional norms by embracing angular designs inspired by Art Deco sophistication and symmetrical boldness. It’s not just about looking different — it’s about redefining elegance and celebrating those who dare to be unique.

Introducing ‘Beyond Round Watches’ — A Tribute to Angular Design

The New York Times also celebrated the launch of our latest passion project: ‘Beyond Round Watches’. This 105-page paperback is a deep dive into the evolution of angular timepieces, exploring their origins, aesthetics, and the bold statement they make in a world dominated by circular designs.

Written by our founder and chief executive, Freddie Palmgren, the book takes readers on a journey through time — from the birth of timekeeping to the rise of iconic angular models like the Cartier Santos and the TAG Heuer Monaco. But it goes beyond just historical references. Freddie dives deep into the aesthetics of square and rectangular shapes, examining their unique proportions and the Art Deco elegance they bring to wristwear.

As Freddie puts it, “Square and rectangular watches, to me, represent an elegance and balance that round watches simply cannot achieve. They break away from convention, offering something for those who value individuality.” This philosophy is the heart and soul of Söner Watches. It’s why we do what we do.

A person wearing a rectangular gold watch with a brown leather strap is adjusting it on their wrist. The watch elegantly displays a white face with black hands and markers, perfectly complementing the dark blue shirt they have on.

The Untold Story of Angular Watches

While the watch industry loves to celebrate legends like the Cartier Tank or the Jaeger-LeCoultre Reverso, these iconic models only tell a fraction of the story. ‘Beyond Round Watches’ reveals the hidden legacy of angular designs, celebrating the rebels who dared to break free from the circular mold.

Did you know? Only 2% of all watches today are angular. That’s right — Söner Watches belongs to a very exclusive club, a bold minority defying the norms of an overwhelmingly round industry. Our designs are not for everyone — they are for the bold, the unique, the visionaries who see elegance where others see convention.

Why This Feature is a Big Deal

Let’s face it — it’s not every day that a small, independent brand from Sweden is featured in The New York Times. This recognition is a game-changer, a powerful validation of our vision and a signal to the world that Söner Watches is here to stay.

We’re not just making watches. We’re making statements. We’re celebrating individuality and the courage to be different. And this feature in The New York Times is proof that our message is resonating far beyond our homeland.

A woman in a brown satin shirt smiles softly, hands clasped and adorned with a silver ring. Her black watch, featuring a rectangular face and brown leather strap, draws attention. The pose is relaxed, focusing on the elegant accessories and her partially visible face.

Get Your Copy of ‘Beyond Round Watches’

Whether you’re a watch enthusiast, a history buff, or simply someone who appreciates bold design, ‘Beyond Round Watches’ is a must-read. It’s more than just a book — it’s a celebration of rebellion, individuality, and the Art Deco spirit that inspires every Söner design.

You can purchase ‘Beyond Round Watches’ through our website or on Amazon for $22.90. Explore the untold story of angular timepieces and discover why Söner Watches is leading a bold new movement.

To learn more about this incredible journey and to get your copy, visit our Beyond Round Watches page today.

A person admires a sleek rectangular wristwatch, its stainless steel frame complemented by a black leather strap. The dark watch face features silver hour markers and hands, as fingers deftly adjust the strap clasp. Softly blurred background lends elegance to the scene.

Join the Movement — Wear Your Boldness

At Söner Watches, we’re not just selling watches. We’re selling boldness. We’re selling rebellion. We’re selling the courage to be different in a world that celebrates conformity.

Dare to stand out. Dare to be bold. Discover the elegance of angular design with Söner Watches.

Explore our collections today and find the watch that speaks to your individuality. Join the bold few who see the world differently.

Visit our store now and embrace the bold elegance of Söner Watches.