BEYOND ROUND WATCHES
Be Different
Imagine the satisfaction as you glance at your wrist, knowing you’re not just wearing any watch, but a beautiful statement of machinery that defies the norm.
When you wear a Söner watch, you're not just keeping time in a stylish way—you're sparking curiosity and desire.
Many of our customers find that strangers often stop to admire their unique timepieces. It’s those moments of connection that will give you an extra boost of that 'feel-good vibe.'
Here’s the thing: we’re the ONLY watch brand in the world dedicated to rectangular analog watches, and we will never design a round watch.
#1 RECTANGULAR WATCH ALTERNATIVE
Core Values
Our core values are Disruptive, Perfection, and Trust. We challenge conventional designs to challenge the watch industry, strive for flawless craftsmanship in every detail, and infuse each timepiece with meticulous attention and dedication. Discover how these principles drive us to create exceptional watches that are both groundbreaking and enduring.
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
Swedish innovation and design meet Swiss watch heritage.
We don't believe in mass production; each timepiece is crafted in small batches to exceed expectations and stand the test of time.
Made by exceptional craftsmanship, your Söner watch is a lifelong companion to pass down through generations.
Trust
Trust drives our commitment to customers. We earn your trust through exceptional quality, personalized service, and a care that extends beyond the purchase.
No matter what, we’re on your side.
The Founder
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, Freddie’s journey began with the creation of a high-quality, distinctive timepiece, the Legacy.
His dedication to the craft and pursuit of excellence culminated in the founding of SÖNER Watches in 2016.
Freddie's entrepreneurial spirit and love for Art Deco design are woven into every watch, making each piece a testament to his innovative approach and bold defiance of traditional norms.
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.
Geometric designs, a hallmark of the Art Deco era, are particularly well-suited to watchmaking. The major characteristics of the Art Deco style include:
- Heavy geometric influences
- Rectangular shapes
- Straight lines
- Vibrant colors
- Streamlined and sleek forms
- Stepped forms
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.
