Freddie Palmgren

Founder of Söner Watches | Author of Beyond Round and How to Spot a Fake Watch | Horological Nonconformist

Freddie Palmgren is a Swedish entrepreneur, author, and horology enthusiast who has made it his mission to challenge convention in the world of watchmaking. As the founder of Söner Watches - the only watch brand in the world exclusively dedicated to rectangular analog timepieces, Freddie has carved out a unique space in an industry long dominated by the familiar round form.

He is the author of two critically noted books on horology:

• Beyond Round Watches - a bold manifesto on design, purpose, and why the future of watches doesn’t have to be circular.
• How to Spot a Fake Watch - a practical, no-nonsense guide for anyone who wants to avoid counterfeits and buy with confidence.

Freddie’s passion for watches goes beyond craftsmanship, it's about meaning, identity, and the courage to stand apart. In a world where 98% of watches are round, he took a different path, and never looked back.

With a background in design, leadership, and business development, Freddie brings both creative vision and strategic clarity to everything he builds. His watches are not just instruments of time; they are bold expressions of distinction, crafted for those who refuse to blend in.