SÖNER
THE RECTANGULAR WATCH BRAND

Söner Watches - Est. 2016, Sweden

One idea: Defy the round norm

One promise: Only rectangular watches

One trust: 10-year warranty

We are the only watch brand in the world dedicated exclusively to rectangular analog watches.
Not as a niche. Not as an afterthought. As a complete and unwavering commitment.

How It All Started

The Origin

About fifteen years ago, Freddie Palmgren had just become a senior manager for the first time. It felt like a turning point, something worth marking. So he went looking for his first real watch. He visited store after store, spending hours searching for something that felt genuinely special and unique.

Everything looked the same. Round cases. Black or white dials. Nothing distinctive.

In the end, he bought a watch he didn’t truly love. It ended up in a drawer, unworn and forgotten. But the question that experience left behind never went away.

“Why do all watches look the same?”

It took nearly a decade to refine the answer. In 2016, Freddie launched Söner Watches with the Legacy collection, the watch he had always been looking for. Rectangular, bold, and unmistakably different.

None of his customers should ever feel what he felt putting that first watch in a drawer. That’s why every Söner comes with a 100% money-back guarantee.

A man stands confidently on a city street, hands in his pockets. Hes wearing a casual t-shirt with a blazer over it, and a sleek rectangular watch glints subtly on his wrist. The street is slightly blurred, suggesting a bustling urban environment. The image is in black and white.

The World’s OnlyRectangular Watch Brand

The Brand

Round watches account for over 98% of the market. Söner exists for the other 2% — the people who want to stand out, who value individuality, and who understand that some of the most iconic watches ever made are rectangular.

The Cartier Santos. The Tank. The Jaeger-LeCoultre Reverso. The TAG Heuer Monaco. The Omega Marine, the world’s first dive watch. They are all angular. Rectangular watches didn’t follow watchmaking history. They drove it.

Söner is the only watch brand in the world dedicated exclusively to rectangular designs. Not as one line among many. As a complete and unwavering commitment.

SÖNER - SONS

The Name

“Söner” means “sons” in Swedish. The intertwined S and W in the logo represent Söner and the initials of Freddie’s two sons, William and Widar. The three dots represent Freddie in the middle, flanked by the two people who gave him the courage to start this.

“I wouldn’t have started Söner if it wasn’t for them. Their existence pushes me to go all in, to take risks, to dare greatly. I want to show them that questioning the status quo and going your own way — that matters more than playing it safe.”

Söner is not just about watches. It’s about creating heirlooms — timepieces cherished and passed down through generations, carrying stories and memories with them. A watch worthy of a drawer is a watch that was never loved. Every Söner is made to be worn.

What We Stand For

Our Philosophy

Disruption

The world doesn’t need another mass-produced round watch. We’re here to challenge a 100-year-old norm and prove that rectangular watches deserve their own dedicated brand, not as a niche curiosity, but as a legitimate and enduring design choice.

Perfection

Every Söner is crafted in small batches. Hardened steel cases. Sapphire crystal glass. Swiss movements for our dressier pieces, Japanese movements for everyday wear, chosen not by convention but by what serves each watch best. Every timepiece is backed by a 10-year factory warranty, because if Freddie can’t stand behind his watches for a decade, who can?

Trust

When you place an order, Freddie reaches out personally. Not a template. Not a chatbot. A real message from the person who built this brand. Our customers hold a 4.9 out of 5 rating for design, quality, and service, and many of them have become part of the conversation, shaping what Söner becomes next.

Where We’re Going

Our Vision

We have a clear target and we’re building toward it with every watch we release.

5 Years

Söner becomes the first name that comes to mind when someone searches for a rectangular watch. Simple as that.

10 Years

Söner recognized as the third pillar of the rectangular watch trinity, standing alongside Cartier and Jaeger-LeCoultre. That’s not arrogance. That’s a target.

Inspired by the past

Freddie Palmgren founded Söner Watches with a vision to expand the Art Deco style into the watch industry. Originating in France during World War I, Art Deco celebrates modernism and elegance, characterized by geometric designs, rectangular shapes, and sleek sophistication.

A century later, its popularity endures, making Söner the perfect embodiment of this timeless style.

A stunning rectangular wristwatch with a vibrant green dial and silver indices, encased in stainless steel. Elegantly laid on a matching green surface beside the edge of a magazine, it exudes style and sophistication.

Heavy geometric influences

A stylish rectangular wristwatch with a white face, silver frame, and brown leather strap displayed on a glossy surface. It features minimalistic hour markers and simple hands, exuding an elegant and modern design.

Only the best materials

A close-up shot of a rectangular, silver-framed wristwatch with a black face and brown leather strap. The watch is angled on a dark surface with blurred text partially visible. The lighting creates subtle reflections on the metal.

Best in class movements

Beyond Round Watches

The founder of Söner Watches is more than just a visionary in the world of horology, he’s an authority on the history and evolution of timepieces.

Having authored a book delving into the fascinating story of watchmaking, with a particular focus on rectangular and square designs, he brings a deep knowledge and passion to every Söner creation.

His expertise not only informs the brand's commitment to precision and craftsmanship but also reinforces its unique position as the world’s only watch brand dedicated exclusively to rectangular watches.