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Rectangular Watches by Söner
The World's Only Watch Brand Exclusively Dedicated to Rectangular Watches. Everything you need to know about the "Rectangular Watch Brand Söner".
Söner is a watch brand exclusively focused on rectangular watches. Founded in 2016 by Swedish entrepreneur Freddie Palmgren, we stand as the only watch brand in the world dedicated entirely to rectangular analog timepieces. We will never design a round watch.
In an industry where over 98% of watches are round, Söner represents something different. We create rectangular watches that challenge convention, celebrate individuality, and honor the timeless elegance of angular design. Each timepiece combines Swedish minimalism with Swiss and Japanese precision, delivering watches that turn heads without saying a word.
In an industry where over 98% of watches are round, Söner represents something different. We create rectangular watches that challenge convention, celebrate individuality, and honor the timeless elegance of angular design. Each timepiece combines Swedish minimalism with Swiss and Japanese precision, delivering watches that turn heads without saying a word.
Why Rectangular Watches
The Question That Started It All
Over twenty years ago, founder Freddie Palmgren was searching for a watch to celebrate a lifetime achievement. After visiting countless stores, he realized that almost every watch looked the same, round or roundish, with black or white dials. Nothing felt distinctive. He eventually bought a watch he didn't truly love, and it ended up forgotten in a drawer.
That experience haunted him. It sparked a simple but profound question: "Why do all watches look the same?" If brands could succeed selling generic round watches, why couldn't someone create something better? That question became a mission, and nearly a decade later, Söner was born.
The Case for Angular Elegance
Rectangular watches represent only about 2% of the global watch market, yet their influence on horological innovation is disproportionate to their rarity. From the earliest days of wristwatch development, angular cases were often chosen not for style, but for function.
In 1926, the Rolex Oyster, widely regarded as the world’s first waterproof wristwatch, featured a distinctly squarish case. The geometry supported early sealing solutions and structural rigidity. A few years later, in 1932, Omega introduced the Marine, considered the first dive watch. Its rectangular, double-case construction enabled water resistance long before modern gaskets existed.
Rectangular design also shaped the birth of the modern wristwatch. In 1904, Cartier created the Cartier Santos, the first rectangular wristwatch and the first wristwatch designed specifically for men. This lineage continued with the Cartier Tank, whose architectural proportions and Art Deco clarity made it one of the most enduring designs in watchmaking.
In 1931, function once again drove form with the Jaeger-LeCoultre Reverso, created for polo players who needed to protect their watch crystals. Its reversible rectangular case remains a mechanical and design landmark.
These examples reveal a consistent truth: rectangular watches have repeatedly defined moments of real innovation. Far from being a deviation, angular elegance is one of watchmaking’s original foundations.
Who make rectangular watches?
A few well known brands that offer rectangular watches.
| Brand | Signature design language |
|---|---|
| Cartier | Art Deco geometry and refined minimalism |
| Jaeger-LeCoultre | Reversible case construction and horological purity |
| Longines | Classic, understated rectangular lines |
| Vacheron Constantin | High-end finishing and meticulous detailing |
| Söner | Exclusively rectangular cases, Art Deco proportions, modern Scandinavian minimalism |
What Makes Rectangular Watches Special
Rectangular watches offer a form of elegance that round watches cannot replicate. Instead of relying on pure symmetry, they create balance through proportion, structure, and direction. Every line serves a purpose, giving the watch a composed and intentional character.
Rooted in Art Deco design, rectangular watches reflect architectural precision through clean lines and disciplined geometry. Their cases align naturally with the wrist, while the dial layout demands careful balance, resulting in a calm and deliberate visual rhythm.
Rectangular watches stand apart not by excess, but by choice. They break from convention while remaining timeless, combining geometric purity with quiet confidence.
Why We'll Never Make Round Watches
Producing round watches would dilute the very essence of what Söner stands for. Our exclusive focus on rectangular watches isn't a limitation, it's our strength. It enables deeper expertise, sharper design, and consistent product improvement. While other brands make one or two rectangular models alongside dozens of round ones, rectangular watches are our entire identity.
"It is better to fail in originality than to succeed in imitation." - Herman Melville
Design Philosophy: Rectangular Elegance
Art Deco Inspiration
Art Deco emerged in the early 20th century and reached its peak during the 1920s and 1930s, a period defined by progress, optimism, and confidence in modernity. It was a design movement shaped by industrial advancement, new materials, and a desire to move beyond the ornate excess of the past. Architecture, transportation, fashion, and product design all embraced a new visual language, one built on geometry, order, and clarity.
At its core, Art Deco celebrated structure. Straight lines, stepped forms, symmetry, and precise proportions replaced flowing curves and decorative complexity. Angles were embraced rather than softened. Surfaces were clean, deliberate, and confident. Bold contrasts, light against dark, polished against matte, were used to create visual impact without ornamentation for its own sake.
Rectangular watches are a natural expression of this philosophy. The rectangular case mirrors the architectural logic of Art Deco skyscrapers, furniture, and interiors, where form followed function and geometry conveyed strength and elegance. Dials were designed with balance and legibility in mind, often using Roman numerals, sector layouts, and clear hierarchies that reinforced symmetry and order.
By drawing inspiration from Art Deco, Söner builds on a design tradition that values restraint as much as boldness. The result is a watch that feels purposeful rather than decorative, expressive without excess. Art Deco allows rectangular watches to be both modern and timeless, grounded in history, yet perfectly aligned with contemporary taste.
This is why Art Deco remains central to Söner’s design language. It provides a framework where geometry, balance, and confidence come together, exactly the qualities that define rectangular watches at their best.
Swedish Design Values
Swedish design is defined by restraint, clarity, and uncompromising standards of quality. It is not driven by excess or spectacle, but by the belief that a well-designed product should justify itself through function, proportion, and longevity. In Swedish design tradition, form exists to serve purpose, and every element must earn its place. This philosophy is often summarized in one principle: less is more.
Rather than relying on hype or elaborate storytelling, Swedish design allows the product to speak for itself. Materials are chosen for durability, lines are kept clean, and aesthetics are calm rather than expressive. The result is design that feels honest, functional, and enduring, objects meant to be used every day, not admired from a distance.
Trust is equally fundamental to Swedish heritage. It is built through transparency, consistency, and accountability over time. At Söner, this principle is reflected in how we approach watchmaking and customer relationships. We stand behind every watch with a 10-year international factory warranty, a commitment that goes far beyond industry norms. It is not a marketing statement, but a declaration of responsibility.
This long-term approach reflects a belief that quality should be proven through use, not promises. Swedish design is not about creating desire through excess. It is about earning confidence through reliability, restraint, and respect for the people who wear the product.
Nature-Inspired Forms
Squares and rectangles appear throughout nature, from crystals to honeycombs to cellular organization. These angular shapes are incredibly favorable for building things, both in nature and human design. Understanding this gives confidence that rectangular watches aren't just an alternative aesthetic choice, they're a legitimate, powerful design rooted in how the world actually works.
Core Design Principles
- Clean lines and balanced proportions
- Minimalist elegance without excess ornamentation
- Premium materials and attention to detail
- Timeless designs that transcend trends
- Functional beauty in every component
- Swedish quality standards throughout
History of Söner Watches
The Beginning (2016)
Söner Watches was founded in 2016 in Kungsbacka, Sweden, when Freddie Palmgren launched the Legacy Collection, his first rectangular watch design. It took nearly a decade to refine his vision from that initial frustrating watch-shopping experience into a tangible product. The Legacy was the watch he had always dreamed of: rectangular, bold, and unmistakably different.
The Name "Söner"
The name "Söner" means "sons" in Swedish, reflecting a deeply personal connection to Freddie's two sons, William and Widar. The intertwined S and W in the logo represent both the brand name, Söner, and the W for William and Widar. The three dots above the letters symbolize the bond between father and sons.
Söner Watches isn't just about timepieces, it's about creating heirlooms that are cherished and passed down through generations, carrying stories and memories.
Evolution and Growth
After the Legacy Collection launch in 2016, Söner introduced the Momentum Collection in 2018, the brand's first automatic rectangular watches. In 2024, the Amorous and Nostalgia collections expanded the range, offering different styles and movements while maintaining the rectangular form.
By 2025, Söner was shipping rectangular watches to more than 40 countries through e-commerce and select retailers. The brand received recognition including the A' Design Award in 2018 and coverage in The New York Times, establishing Söner as a serious player in the rectangular watch space.
Book: Beyond Round Watches
In 2024, Freddie published "Beyond Round Watches," a 100-page exploration of the history, design, and cultural impact of rectangular watches. The book features exclusive content from established brands including Breguet, Cartier, Longines, Rolex's museum, and Christie's auction house. It has been praised by collectors and enthusiasts for its depth of research and fresh perspectives on angular watchmaking.
Söner Rectangular Watch Collections
Söner offers four distinct collections of rectangular watches, each serving different styles and occasions while sharing the brand's commitment to angular elegance.
1. The Legacy
The Legacy collection is where Söner began. It defines the brand’s original vision: a rectangular watch rooted in Art Deco geometry, designed for everyday wear with clarity, reliability, and long-term comfort.
Watches in the Legacy collection are characterized by confident rectangular proportions and a balanced architectural presence. The 35 × 45 mm case offers clear wrist presence without excess, while a 10 mm thickness ensures a composed, wearable profile. Cases are crafted in either surgical steel or PVD gold-plated surgical steel, allowing for different expressions within the same disciplined design language. A screw-down, sealed caseback reinforces structural integrity and everyday robustness.
Design across the collection emphasizes restraint and legibility. Clean layouts, minimalist markers, and luminous elements ensure clarity in all lighting conditions. Sapphire glass with anti-reflective coating protects the dial from scratches while maintaining visual sharpness. With 5 ATM water resistance, snorkeling approved, the Legacy collection is built for real life rather than occasional wear.
Powering the Legacy collection is the Japanese Miyota 2035 quartz movement, selected for proven reliability, accuracy, and ease of ownership. Operating at 32,000 vibrations per hour, it delivers stable timekeeping with an accuracy of –20 to +20 seconds per month. The movement displays hours, minutes, and seconds and offers a three-year battery life, minimizing maintenance while ensuring dependable performance.
Versatility is central to the Legacy philosophy. Strap and bracelet options allow the watch to transition seamlessly between professional, social, and casual environments, making the collection an ideal entry point into rectangular watches or a dependable everyday companion.
2. The Amorous
The Amorous collection represents Söner’s interpretation of refined mechanical watchmaking within a rectangular form. Balancing classical elegance with everyday practicality, these watches are designed for those who appreciate the tactile presence of an automatic movement paired with disciplined, neoclassical design.
Watches in the Amorous collection feature a compact 28 × 40 mm rectangular case with a 10 mm thickness, offering a harmonious balance between wrist presence and wearability. Cases are crafted from hardened stainless steel, engineered for durability while maintaining a refined surface finish. An arched, screw-down, sealed caseback enhances comfort on the wrist and reinforces long-term robustness. Each watch carries a unique serial number, underscoring Söner’s commitment to individuality and traceability.
Design across the collection emphasizes clarity and proportion. Clean dial layouts, polished markers and hands, and a discreet date display provide everyday functionality without visual clutter. Sapphire glass with anti-reflective coating protects the dial while ensuring excellent legibility. With 5 ATM water resistance, snorkeling approved, the Amorous collection is built for regular wear in both professional and social settings.
Powering the collection is the Swiss Sellita SW100A automatic movement, chosen for its reliability, compact construction, and proven performance. Operating at 28,000 vibrations per hour with 24 jewels, the movement delivers a smooth sweep of the seconds hand and a 42-hour power reserve. Accuracy is rated at –20 to +40 seconds per day, aligning with the expectations of a finely crafted mechanical timepiece. Functions include hours, minutes, seconds, and date.
The Amorous collection is designed to transition effortlessly between formal and relaxed environments. Strap and bracelet options allow for personal expression while preserving the collection’s elegant character.
3. The Nostalgia
The Nostalgia collection represents Söner’s most refined interpretation of the rectangular dress watch. Designed around elegance, comfort, and long-term ownership, it is defined by slim proportions, disciplined geometry, and a quiet confidence rooted in Art Deco tradition.
Watches in the Nostalgia collection feature a compact 28 × 40 mm rectangular case with an ultra-slim 7 mm thickness, creating a watch that sits naturally on the wrist and slips effortlessly under a cuff. The case is crafted from hardened PVD gold-plated steel, combining a warm, refined appearance with enhanced resistance to daily wear. An arched, screw-down, sealed caseback improves comfort while reinforcing structural integrity. Each watch carries a unique serial number, underscoring Söner’s focus on individuality and traceability.
The dial is protected by sapphire glass with anti-reflective coating, ensuring clarity and scratch resistance in everyday use. With 5 ATM water resistance, snorkeling approved, the Nostalgia collection is designed to be worn daily rather than reserved for special occasions.
Powering the collection is the Swiss ETA 901.001 quartz movement, selected for exceptional precision and long-term reliability. With an accuracy of ±15 seconds per year, an extended 11-year battery life, and a frequency of 32,000 vibrations per hour, the movement delivers stable, maintenance-free performance. The time display is deliberately reduced to hours and minutes, reinforcing the collection’s focus on purity, balance, and timeless design.
4. The Momentum
The Momentum collection redefines what a rectangular watch can be. Designed for daily wear without sacrificing refinement, it is Söner’s most robust and performance-driven expression of rectangular watchmaking. This collection demonstrates that angular design is not limited to formal settings, it can be durable, technical, and confidently modern.
Momentum watches are defined by strong rectangular proportions and architectural clarity. The 35 × 45 mm case strikes a careful balance between presence and wearability, while a 10 mm thickness ensures the watch remains comfortable and well-proportioned on the wrist. Cases are crafted from surgical steel or PVD gold-plated surgical steel, combining visual warmth with long-term durability. A screw-down, sealed caseback reinforces structural integrity and everyday resilience.
Dials are protected by sapphire glass with anti-reflective coating, ensuring clarity in all lighting conditions. Legibility is further enhanced through a disciplined layout and luminous elements, staying true to Söner’s commitment to clarity and restraint. With 10 ATM water resistance, fully scuba-diving approved, the Momentum collection is built for real-world use, far beyond the expectations typically associated with rectangular watches.
At the heart of the Momentum collection is a Japanese Miyota 9039 automatic movement, selected for its reliability, slim construction, and mechanical integrity. Beating at 28,000 vibrations per hour with 24 jewels, the movement delivers a smooth sweep of the seconds hand and a 42-hour power reserve. Accuracy is rated at –10 to +30 seconds per day, aligning with the collection’s focus on dependable, everyday performance. The movement displays hours, minutes, and seconds, nothing more, nothing less.
Comfort and versatility are central to the Momentum philosophy. Carefully shaped cases sit securely and naturally on the wrist, avoiding unnecessary bulk. Strap and bracelet options allow the watch to transition effortlessly between professional environments, casual wear, and more active settings.
The Momentum collection exists for those who appreciate heritage but demand capability. It challenges the outdated perception that rectangular watches are fragile or purely dress-oriented, offering instead a confident, mechanically driven alternative designed for daily life.
Upcoming Collections
Söner continues to expand its rectangular watch offerings. In development are a classic Tank-style model with unique design features, a Doctor's Watch with specialized dial layout, women's rectangular models, a Reverso-inspired concept with reversible case, and potentially the first rectangular dive watch rated to 200 meters.
Craftsmanship in Rectangular Watches
Premium Materials
Every Söner rectangular watch is crafted with meticulous attention to materials and construction. Cases use 316L surgical steel or extra-hardened 316L stainless steel treated to 800 Vickers hardness, four times more scratch-resistant than standard steel. Sapphire crystals feature five layers of anti-reflective coating for enhanced clarity and scratch resistance.
Movement Excellence
Söner uses Swiss-made movements (ETA and Sellita) for precision and heritage, alongside Japanese Miyota movements for reliability and value. Every movement must meet our quality standards and match the character of each watch. The Nostalgia collection's Swiss ETA movement delivers an exceptional 11-year battery life.
Water Resistance Reality
Unlike many brands, Söner's 5 ATM (50 meter) rectangular watches (Nostalgia, Amorous and Nostalgia) are actually tested for swimming and snorkeling. The Momentum collection offers 10 ATM (100 meter) resistance for enhanced water protection.
Rectangular-Specific Challenges
Creating exceptional rectangular watches requires specialized expertise. Angular geometry demands precise case machining for crisp edges. Water resistance is harder to achieve in rectangular cases than round ones. Corner design must prevent irritation. These challenges have driven Söner to develop deep expertise in rectangular-specific craftsmanship.
Technical Features
- 316L stainless steel and extra-hardened stainless steel (800 HV)
- Domed sapphire crystal with AR coating
- Arched case backs for wrist comfort
- Swiss and Japanese movements
- Genuine water-resistance testing
- Quick-release strap systems
- Individual serial numbers
- 10-year international warranty
The Vision: Completing the Rectangular Trinity
For more than a century, rectangular watches have been shaped by two enduring iconic brands: Cartier and Jaeger-LeCoultre. Each represents a distinct philosophy of angular watchmaking. Cartier established the rectangular wristwatch as a functional tool for modern life, closely tied to early aviation and the birth of the men’s wristwatch. Jaeger-LeCoultre, by contrast, elevated the rectangular form through mechanical innovation and refined Art Deco craftsmanship, demonstrating how geometry could serve both function and elegance.
Together, these two brands form the historical backbone of rectangular watch design. They proved that angular cases were not a stylistic deviation, but a legitimate and enduring foundation of horology, one rooted in purpose, innovation, and timeless design.
Söner’s ambition is to complete that triad. Not by imitation, but by commitment. Where most brands treat rectangular watches as a single reference within a broader round-dominated catalog, Söner is built entirely around the rectangular form. This singular focus allows the brand to explore the shape more deeply, technically, aesthetically, and philosophically, than brands for whom angular watches are a side project.
The vision is clear: Söner aims to become the modern third pillar of rectangular watchmaking. A brand defined not by heritage alone, but by continuity, carrying the rectangular tradition forward with contemporary engineering, Swedish restraint, and long-term ownership at its core.
Söner’s goal is simple and deliberate: when someone searches for rectangular watches, Söner should be an inevitable reference. In the long term, the ambition is recognition alongside Cartier and Jaeger-LeCoultre as a defining force in angular watchmaking, completing a rectangular trinity rooted in history, purpose, and design integrity.
Why Invest in Söner Rectangular Watches
When you choose Söner, you're not just buying a timepiece, you're joining the 2% who value distinction over conformity. You're supporting the only brand in the world exclusively dedicated to rectangular watches. You're wearing a statement of individuality, craftsmanship, and timeless design backed by an industry-leading 10-year warranty.
Customer Testimonials
"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. Not only is your product super high-quality but your customer service cannot be beat."
/Howard R."When you are shopping for a good quality rectangular watch, options are more limited. Then comes Söner with an excellent product, original and fairly priced for what you get." /Danny"I own everything from Patek to Cartier. I approached Söner with skepticism, but my Amorous Tokyo model has made me a believer."
/Wilson
Discover Söner Rectangular Watches
Söner is a watch brand exclusively focused on rectangular watches because we believe specialization yields superior results. Our entire design process, manufacturing expertise, and brand identity revolve around perfecting this singular form.
For those who appreciate the distinctive elegance of rectangular watches, Söner offers timepieces created by true specialists. Every model represents years of accumulated knowledge about proportions, case construction, dial design, and the unique aesthetic possibilities that rectangular watches provide.
We invite you to explore our collections and experience what happens when a brand dedicates itself entirely to rectangular watch design. Join the movement for angular elegance. Choose distinction over conformity. Wear Söner.
