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A Roadmap for the Future – Söner Watches
As you probably know by now, I didn’t start Söner Watches to follow the rules, I started it to challenge them. My goal from the beginning has been to break free from the 100-year-old norms of round watch design and build something more original, more honest, and more me.
But I haven’t done this alone.
I want to thank you, my community of customers, collectors, and supporters, for all your encouragement, ideas, and feedback. Your emails, your reviews, and even your critiques help shape the direction I take. That’s why I’m sharing this roadmap: a transparent look at what’s coming next for Söner, and how you can continue to be a part of it.
2025 – Strengthening the Foundation
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YouTube Channel Relaunched
I’ve just relaunched my YouTube channel, but it’s not your typical watch content. No top 10 lists. No reviews. Instead, I talk about watches as culture, history, and design, and I give you a behind-the-scenes look at how I’m building Söner without paid ads or hype. Just craftsmanship, storytelling, and brand-building from the ground up. -
New Strap Generation
I’m currently working on a new generation of straps. Momentum and Legacy models will move away from butterfly clasps, and Nostalgia and Amorous will get a classic belt-style buckle with an engraved logo. I’m also exploring a new steel bracelet (316L or 904L) with tool-free sizing, something many of you have asked for. -
Stockholm Time Watch Fair
On October 1st, I’ll be showcasing Söner at Stockholm Time. If you’re nearby, I’d love to meet you in person. Come try out the watches and share your thoughts with me directly.
2026 – Expanding the Vision
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New Model: The Doctor’s Watch
I’m developing my third model: a modern interpretation of the classic “Doctor’s Watch.” Inspired by early designs with large seconds sub-dials (used by doctors to check pulses), this one will blend heritage and innovation. We’re still in early stages, but it’s coming together beautifully. -
New Book: How to Spot a Fake Watch
I’m also releasing my second book, a guide for collectors, enthusiasts, and anyone who wants to avoid falling into the counterfeit trap. The fake watch market is huge and dangerous, and this book is my way of helping you navigate it with confidence.
➤ Pre-order a signed copy
2027–2028 – The Next Big Model
I haven’t decided which concept comes first, but I have two exciting ideas in development:
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Option A: A Rectangular Dive Watch
Water resistant to 200m, with an internal dive bezel—this would be the world’s first true rectangular dive watch. -
Option B: A Reverso-Style Watch
Inspired by the iconic Jaeger-LeCoultre design, this watch would have a flip-over case showing either a blank reverse or a second dial.
One of these will launch in 2027. The other will follow in 2028.
2029 and Beyond – Continuing to Break the Mold
By 2029, I plan to complete my fifth model, either the Reverso or Dive watch depending on what I release first. Whatever comes next, it will reflect everything I’ve learned from you and from the journey so far.
I Still Need Your Ideas
I want Söner to become the first choice for anyone looking for a rectangular watch, not just because it’s different, but because it’s better. That’s why your ideas matter so much. If you’ve got thoughts about features, functions, or styles you’d love to see, please reach out. Reply to this email or message me on Instagram.
Let’s shape this future together.
Warm regards,
Freddie Palmgren
Founder, Designer, Watch Enthusiast
info@sonerwatches.com
