Pre-orders are not binding, but should demand exceed the 100 pieces, they will be fulfilled in the order they were received!

"Some watches were made to be admired. This one was made to impress."
/Freddie

This is the next chapter for Söner: our first ever Doctor's Watch. A watch built around a single, purposeful idea - a dial you can read in an instant, and seconds you can count on.

Please note: the images shown on this page are 3D renderings and early prototypes. The final design is subject to change as the project develops, that's exactly the journey you'll be following in the series.

In the late 1920s and early 1930s, the doctor's watch was one of the most respected instruments a professional could wear. A rectangular case, a clean main dial, and a large, separate seconds sub-dial that let a physician measure a patient's pulse at a glance. Two dials, one purpose: precision in service of care.

Our Doctor's Watch brings that idea into the present. It unites the quiet authority of the original 1930s instruments, the clean lines of modern Swedish design, and the twin-dial layout that defined the category from the very beginning.

And just like the Tank project, you'll be able to follow the entire journey, from first sketches and 3D renderings to the final launch. Every design decision, every prototype, every setback and solution will be documented in a YouTube series that I'll update here as the project unfolds.

Inspired by Swedish scientists

Each model in the collection carries the name of a great Swedish scientist, Nobel, Linné, Celsius, and Berzelius, a tribute to observation, patience, and the discipline of getting things exactly right. These are the same virtues that define good watchmaking. Every watch in this series carries that spirit in its geometry.

Four variations

The Doctor's Watch will be offered in four variations, each named after a great Swedish scientist. Three are already decided: the Nobel (inventor and founder of the Nobel Prize) - a gold case with a black dial; the Linné (father of modern taxonomy) - a polished silver case with a silver dial; and the Celsius (creator of the temperature scale) - a polished steel case with a porcelain white dial.

The fourth, the Berzelius (father of modern chemistry), will be designed by you. Through a giveaway competition on our social media channels, our community will help shape its final look - and the winner will take home one of the first 100 numbered pieces. Details will be announced as the project unfolds.

A numbered first edition - 100 pieces only

The first production run is limited to 100 watches, each engraved with its own unique serial number. These 100 pieces will forever be the first Söner Doctor's Watches ever made. If demand is strong, a second batch will follow - but it will never be part of the first hundred.

The Launch

The Söner Doctor's Watch is now open for pre-order.

On this page, you have two options.

1. You can secure one of the first 100 numbered pieces ever produced and lock in the lowest price this model will be offered at. Note! You will be asked to choose your variation and strap closer to launch!
2. You can join the VIP list to follow the project closely and receive priority access ahead of the public release, including an invitation to an exclusive pre-launch event.

The official launch is scheduled for early 2027. If you want to be among the first, pre-order now or sign up below. You will receive ongoing project updates, new episode releases, and all launch details as they are announced.

Pre-launch price $[900–1,100] USD Tax & shipping incl.

/Freddie Palmgren
Founder & CEO
info@sonerwatches.com