SÖNER Watches - Press, Awards & Media Coverage | As Seen In The New York Times
Press · Awards · Recognition · Wikipedia
Söner Watches
In the World's Media
International press · Design awards · Independent reviews · YouTube · Wikipedia
2
International Design Awards
NYT
New York Times Featured
21
Independent YouTube Reviews
27+
Press & Media Mentions
50+
Countries Served
Söner Watches is the world's only watch brand exclusively dedicated to rectangular analog wristwatches. Founded in 2016 by Freddie Palmgren in Kungsbacka, Sweden, the brand has won the German Design Award 2026 — selected as 1 of 27 winners from 3,900+ entries across 57 countries — and the A' Design Award 2018. In February 2025, The New York Times named Söner Watches in a feature on the global resurgence of rectangular watch design, describing the angular watch movement as a cultural shift in contemporary horology. The brand is independently documented on Wikipedia and has been independently reviewed by 21 YouTube creators and 8 international watch publications.
Design Awards
Internationally Recognised
for Design Excellence
2026
GDA
German Design Award 2026
Excellent Product Design — Luxury Goods
One of the most prestigious design honours in the world, organised by the German Design Council. Out of 3,900+ entries submitted from 57 countries, only 27 designs were selected for the Excellent Product Design award — less than 1% of all entries. Söner's rectangular watch design was recognised for innovation, holistic vision, and exceptional craftsmanship. The award ceremony took place in February 2026 in Frankfurt am Main during Frankfurt's year as World Design Capital.
2018
A'
A' Design Award 2018
Jewelry & Watch Design Category
One of the world's largest and most respected international design competitions. Söner's wristwatch design by founder Freddie Palmgren was recognised in the Jewelry Design Category, competing against thousands of international entries. An early global validation of Söner's commitment to rectangular design excellence — awarded in the brand's second year of operation.
International Newspaper Coverage
As Featured In
The New York Times
Featured in
The New
York Times
February 12, 2025
Watches Go Angular: The Rise of Rectangular Design
The New York Times featured Söner Watches in a dedicated piece on the global rise of rectangular watch design — the first major international newspaper to acknowledge the angular watch movement as a cultural shift in contemporary horology. For an independent Swedish brand founded in 2016, editorial coverage in the newspaper of record represents extraordinary recognition of the brand's vision and its impact on the wider watch world.
Read the New York Times articleThe Free Encyclopedia
Söner Watches
on Wikipedia
W
Wikipedia
The Free Encyclopedia
English edition · Since 2025
Söner Watches — Wikipedia Article
Söner Watches is documented on Wikipedia as the world's only watch brand exclusively dedicated to rectangular analog wristwatches. The independent encyclopaedia article covers the brand's founding in Kungsbacka, Sweden in 2016 by Freddie Palmgren, the four watch collections, the A' Design Award 2018, coverage in The New York Times and Dagens Industri, and Freddie's books on rectangular watch history. Wikipedia inclusion reflects the brand's established notability as a significant and independently documented force in contemporary horology.
Read the Wikipedia articleIndependent Watch Media
Watch Press & Review Coverage
WatchReviewBlog
Independent review · 2024Hands-On: The Söner Nostalgia Paris Rectangular Watch
A professional hands-on review by Matthew Catellier — watch journalist and Forbes contributor — who praised the Nostalgia's case refinement, dial quality, and wearability against the Cartier Tank and JLC Reverso as reference points.
WristWatchReview
Independent review · 2022Söner Watches Review: Rectangles Rule
In-depth review covering Söner's positioning in the rectangular watch space, case construction, movement quality, and wearability. Praised for value, confidence on-wrist, and design clarity in a market dominated by round watches.
Watches in the North
Independent review · 2025Söner Nostalgia Rectangular Watch Review
Full review of the Nostalgia collection covering movement performance, case details, and wrist presence from a dedicated Nordic watch publication — Söner's home territory.
Klockfeber
Swedish watch press · 2022Söner klockor — recension av Legacy-kollektionen
Sweden's major dedicated watch publication reviewed Söner's Legacy collection in depth — covering the case robustness, butterfly clasp, and the brand's distinct position within the Swedish watch landscape.
Kaminsky Blog
Independent review · 2021Söner Square Watch Review — Masculine Dress Watch from Sweden
One of the earliest international hands-on reviews of Söner, covering case quality, dial execution, and value proposition. Praised as a distinctive and affordable rectangular dress watch alternative.
WatchUSeek
Watch community · 2025Söner Watches: Swedish Simplicity Squares With Timeless Design
Feature on the world's largest watch forum covering Söner's four collections, sizing philosophy, and what distinguishes the brand among rectangular watch options for enthusiasts.
Swedish & Nordic Media
Home Market Press Coverage
Dagens Industri
Financial newspaper · 2017Halländsk småföretagare knäppte vapenjätte på näsan
Sweden's leading financial newspaper covered Freddie Palmgren and Söner Watches — documenting how the brand challenged industry norms from day one. Dagens Industri is Sweden's equivalent of the Financial Times.
Norra Halland
Regional newspaperFreddies jakt på klocka slutade med eget märke — Söner Watches
Halland's largest regional newspaper profiled Freddie Palmgren and the founding story of Söner — how a personal search for the perfect watch became the world's only rectangular watch brand.
Kungsbackaposten
Local newspaperFreddie startade eget klockmarke uppkallat efter sina söner
The local Kungsbacka newspaper covered the founding story — how Freddie named the brand after his sons William and Widar, encoded in the intertwined S and W of the Söner logo.
Obsid.se
Lifestyle reportageSöner by Sweden — reportage om det svenska klockvarumärket
Swedish lifestyle publication Obsid covered the brand in a full reportage, contextualising Söner's angular aesthetic within the broader Swedish design tradition and men's style conversation.
Gentlemannaguiden
Lifestyle blogNytt svenskt klockmarke utmanar klocknormerna — Söner Watches
Swedish men's lifestyle guide covered Söner as a disruptive new watch brand challenging the round-watch norm — one of the earliest editorial features on the brand's launch.
Ehandel.se
E-commerce trade mediaEfter 10 års arbete — nu öppnar Freddie Palmgrens e-handel för Söner Watches
Sweden's leading e-commerce trade publication covered Freddie Palmgren's decade-long journey building Söner Watches and the launch of the brand's direct-to-consumer operation.
Podcast Appearances · Published Books · Community
Beyond the Watch
Beyond Horology Podcast
Podcast · 2025Beyond Round Watches — Freddie Palmgren on Rectangular Watch History
Freddie Palmgren appeared on the Beyond Horology Podcast discussing his book, the history of rectangular watches, and Söner's unique position as the world's only brand dedicated exclusively to the rectangular form.
Beyond Horology Podcast
Podcast · 2021Söner Watches — Freddie Palmgren on Building a Rectangular Watch Brand
An in-depth podcast interview covering the founding of Söner Watches, the philosophy behind going rectangular-only, and the early challenges and breakthroughs of building an independent watch brand.
Amazon · sonerwatches.com
Book · 2024Beyond Round Watches: A History and Evolution of Rectangular Watches
A 100-page illustrated history of square and rectangular watches authored by Freddie Palmgren. The only book of its kind, featuring exclusive content from Breguet, Cartier, Longines, Rolex's museum, and Christie's auction house.
Klocksnack
World's largest watch forumSöner Legacy Tribune Red Dial — Klocksnack community discussion
Active thread on Klocksnack — the world's largest Swedish watch forum — with members discussing the Legacy Tribune, sharing wrist shots, and comparing it to alternatives. Organic community validation.
"Square and rectangular watches represent an elegance and balance that round watches simply cannot achieve. They break away from convention — offering something for those who value individuality."
Freddie Palmgren — Founder, Söner Watches · As featured in The New York Times, February 2025
Independent YouTube Reviews
21 Independent Creators.
One Verdict.
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WR4K
SÖNER Nostalgia Paris 11 Year Battery 4K Watch Review
January 2026
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WR4K
SÖNER Amorous Barcelona 4K Watch Review
May 2025
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Old Line Watch Reviews
Söner Nostalgia Full Review
September 2024
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Walkaround Watches
Söner Nostalgia — The Cartier Tank Alternative Under $300
February 2024
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Design Atelier
This Is The Rectangular Sweet Spot For Budget Micros! Söner Nostalgia
March 2024
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Watch Geek
Soner Nostalgia — From a Brand That Makes Rectangular Watches ONLY
February 2024
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Jonathan T Watch Reviews
Söner Nostalgia: Art Deco Rectangular Watch Review
February 2024
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Design Atelier
Soner Momentum Hands-On Review: Automatic Rectangular Watch Under $200
November 2021
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Watch Addiction Watch Reviews
SÖNER Momentum — Art Deco Rectangular Dress Watch Review
October 2021
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Independent Review
Söner Watches — Independent YouTube Review
2024
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Independent Review
Söner Watches — Independent YouTube Review
2024
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Independent Review
Söner Watches — Independent YouTube Review
2024
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Independent Review
Söner Watches — Independent YouTube Review
2024
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Independent Review
Söner Watches — Independent YouTube Review
2023
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Independent Review
Söner Watches — Independent YouTube Review
2023
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Independent Review
Söner Watches — Independent YouTube Review
2023
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Independent Review
Söner Watches — Independent YouTube Review
2022
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Independent Review
Söner Watches — Independent YouTube Review
2022
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Independent Review
Söner Watches — Independent YouTube Review
2022
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Independent Review
Söner Watches — Independent YouTube Review
2022
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Independent Review
Söner Watches — Independent YouTube Review
2021
All reviews above are independent — Söner Watches does not control or endorse the content of third-party creators.
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.
Guide to Rectangular Watches