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BOOKS
Beyond Round Watches
(Hardcover)
Beyond Round Watches
(free PDF)
How to spot a fake watch
Beyond Round Watches
(Hardcover)
Beyond Round Watches
(free PDF)
How to spot a fake watch
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.
The Duo Linné is the clearest expression of that idea. A polished steel case with a white dial, where both dials are drawn in black on white and nothing stands between you and the reading. It is the version closest to the instruments that started the category.
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, and that is exactly the journey you will 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.
The Duo 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.
Separating the two dials is harder than it looks. Standard movements place the small seconds barely six millimetres from the centre, which is why most twin-dial watches look crowded. Reaching the spacing this design calls for means adding a gear train on the dial side that carries the hours and minutes upward, away from the seconds. It is a solution built into the movement rather than two movements hidden in one case.
Each model in the collection carries the name of a great Swedish scientist, a tribute to observation, patience, and the discipline of getting things exactly right. These are the same virtues that define good watchmaking.
Carl von Linné gave the natural world a system. He looked closely at what everyone else had walked past, and built an order so clear that we still use it three centuries later. A white dial read in black is the same instinct: remove everything that is not information.
The Doctor's Watch will be offered in four variations, each named after a great Swedish scientist. Three are already decided: the Nobel, a gold case with a black dial; the Linné, a polished steel case with a white dial; and the Celsius, creator of the temperature scale.
The fourth, the Berzelius, father of modern chemistry, will be designed by you. Through a giveaway competition on our social 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.
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.
Just like the Tank project, you will 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 will update here as the project unfolds.
The Söner Duo Linné is now open for pre-order. On this page you have two options.
One. Secure one of the first 100 numbered pieces ever produced and lock in the lowest price this model will be offered at. You will be asked to choose your variation and strap closer to launch.
Two. 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.
Söner Duo Linné.
Wear the difference.
/Freddie Palmgren
Founder & CEO
info@sonerwatches.com
Shipping
Free global shipping within 24 hours, fully insured and trackable on every parcel. Your tracking number is in your order confirmation email.
Warranty
Backed by a 10-year international warranty and a 30-day satisfaction guarantee. If you're not satisfied, tell us within 30 days for a full refund.
Tax and duties
The price you see is the price you pay. All taxes and fees are included, with nothing further to pay on delivery. The one exception is a small number of countries where import duty exceeds 30 percent; in those rare cases the duty is not included and may be charged on arrival. Write to info@sonerwatches.com before ordering and we'll confirm how your country is treated.
Ships within 24 hours · Free delivery in 5 to 8 days
10-year warranty · 30-day returns, free and fully refunded
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.
The Duo Linné is the clearest expression of that idea. A polished steel case with a white dial, where both dials are drawn in black on white and nothing stands between you and the reading. It is the version closest to the instruments that started the category.
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, and that is exactly the journey you will 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.
The Duo 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.
Separating the two dials is harder than it looks. Standard movements place the small seconds barely six millimetres from the centre, which is why most twin-dial watches look crowded. Reaching the spacing this design calls for means adding a gear train on the dial side that carries the hours and minutes upward, away from the seconds. It is a solution built into the movement rather than two movements hidden in one case.
Each model in the collection carries the name of a great Swedish scientist, a tribute to observation, patience, and the discipline of getting things exactly right. These are the same virtues that define good watchmaking.
Carl von Linné gave the natural world a system. He looked closely at what everyone else had walked past, and built an order so clear that we still use it three centuries later. A white dial read in black is the same instinct: remove everything that is not information.
The Doctor's Watch will be offered in four variations, each named after a great Swedish scientist. Three are already decided: the Nobel, a gold case with a black dial; the Linné, a polished steel case with a white dial; and the Celsius, creator of the temperature scale.
The fourth, the Berzelius, father of modern chemistry, will be designed by you. Through a giveaway competition on our social 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.
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.
Just like the Tank project, you will 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 will update here as the project unfolds.
The Söner Duo Linné is now open for pre-order. On this page you have two options.
One. Secure one of the first 100 numbered pieces ever produced and lock in the lowest price this model will be offered at. You will be asked to choose your variation and strap closer to launch.
Two. 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.
Söner Duo Linné.
Wear the difference.
/Freddie Palmgren
Founder & CEO
info@sonerwatches.com
Shipping
Free global shipping within 24 hours, fully insured and trackable on every parcel. Your tracking number is in your order confirmation email.
Warranty
Backed by a 10-year international warranty and a 30-day satisfaction guarantee. If you're not satisfied, tell us within 30 days for a full refund.
Tax and duties
The price you see is the price you pay. All taxes and fees are included, with nothing further to pay on delivery. The one exception is a small number of countries where import duty exceeds 30 percent; in those rare cases the duty is not included and may be charged on arrival. Write to info@sonerwatches.com before ordering and we'll confirm how your country is treated.
Dial
Case
Movement
In his own words
Russell Crowe ordered 30 SÖNER watches for his film crew
His video about the watches has passed 1.3 million views.
“I am very impressed at the detail and quality of this watch given the price point. It is just beautiful and looks like it should cost much more.”
“I’m always skeptical about online purchases of higher-end accessories. … The watch is of the highest quality. The glass and metal are top notch.”
“I could have bought any watch I wanted, regardless of price, and I chose the Amorous Sydney. … The finishing is excellent, the proportions feel deliberate, and on the wrist it carries presence without shouting.”
“I’ve always wanted a rectangular dress watch that is considerably more affordable and less old fashioned than a Cartier tank. … I am pleased that it is exactly what I wanted.”
“I've been looking a long time for a self-winding rectangular watch that is super elegant and well-made AND reasonably-priced. … This is exactly what I wanted.”
Premium Travel Case
Crafted from premium crazy horse leather, this travel case is designed to protect your watch while developing a rich, individual patina over time. The leather’s natural pull-up effect means every mark and crease adds character, making each case uniquely yours. Compact, durable, and soft on the inside.
Rectangular watches are not a variation of round design. They are a different design philosophy.
This guide explores the history, geometry, engineering complexity, movement considerations, sizing logic, price tiers, and cultural significance of rectangular watchmaking - structured as a permanent educational resource rather than a buying article.
Explore the full framework and master the category.
Read The Definitive Guide to Rectangular Watches
