SÖNER Watches
DEFY THE NORM
Inspired by the poet Herman Melville’s words, 'It is better to fail in originality than to succeed in imitation,' we are devoted to redefining what fine watchmaking can be.
In a world dominated by round watches and imitation, we chose a different path—dedicating ourselves exclusively to elegant rectangular timepieces.
We are the ONLY watch brand in the world dedicated to rectangular analog watches.
We are the rectangular watch brand...
The Name SÖNER
"Söner," meaning "sons" in Swedish, symbolizes the deep bond between Freddie and his sons, William and Widar. The brand name is reflected in the intertwined S and W in the logo and the three dots representing Freddie and his sons. Söner embodies family heritage and the idea of a timepiece to be cherished and passed down through generations.
How It All Started
Freddie Palmgren, the visionary behind Söner Watches, set out on a mission to break away from the conformity of round watches. Motivated by the question, "Why do all watches look the same?" and fueled by a passion for innovation.
Years ago, he embarked on a quest to find a watch that symbolized excellence and uniqueness. He quickly realized the watch industry was saturated with round designs, lacking the diversity he craved. Recognizing an opportunity for change, he set out to break the 100-year-old round-watch norm.
His vision was clear: to offer something fresh and compelling to watch enthusiasts and newcomers alike.
Who We Are
DISRUPTIVE
We’re on a mission to disrupt the watch industry—because the world doesn’t need another mass-produced round watch. In a world where round watches dominate, we serve the 2% who seek something different.
PERFECTION
We don't believe in mass production; each timepiece is crafted in small batches to exceed expectations and stand the test of time.
TRUST
We earn your trust through exceptional quality, personalized service, and care that extends beyond the purchase.
We Are The Rectangular Watch Brand
Innovation distinguishes between a leader and a follower. – Steve Jobs
Söner in 60 secondsInspired 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.
Heavy geometric influences
Only the best materials
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.
Read moreIf you’re looking for an elegant and classy rectangular timepiece look no further this watch is for you. It is made from quality materials and is the perfect size and fits very comfortably on your wrist. I highly recommend this timeless classic.
The best classic style in a completely modern body. Finishes that are difficult to match. A value proposition, without a doubt. In addition, where a watch should perform best, besides its engine, is in the emotional part, and there this Casablanca offers unsuspected levels. Thank you very much, Freddie.
Looking for a lasting timepiece I found this site and decided for the momentum. Especially because my granddad worked at Hoover in the 1950s and my mom gave me the funds to get something to remember her by.