Square watch from Söner watches - Defy The NOrm




Do you want to stand out, get attention, and be among the few rocking something unique on your wrist? If so, Söner might be the watch for you. We don't want to fit in; we set our own rules!

Welcome to Söner Watches, where we redefine timekeeping with our exclusive collection of rectangular analog watches. In a world dominated by round designs, we stand proudly as the only brand committed to the bold statement of rectangular timepieces. Our promise is unwavering: we will never conform to the round watch norm.

At Söner, we saw an industry trapped in conformity and decided to break free. Our mission is simple yet revolutionary: to offer something different for those who refuse to blend in. We don't just sell watches; we offer confidence, confidence to challenge the norm, and the power to stand out from the crowd.

We are not just another watch brand; we are pioneers of a rectangular revolution. With a steadfast commitment to our unique design philosophy, we proudly declare ourselves as the sole purveyors of exclusively rectangular watches in the world. We will never compromise on our distinctive identity by designing a round watch.

Our rectangular design sets us apart from the rest of the watch world. Each timepiece is meticulously crafted to defy expectations and make a statement. When you choose Söner, you're not just wearing a watch; you're embracing a symbol of rebellion, authenticity, and innovation.

Join us in defying the round watch norm. Embrace confidence. Stand out from the crowd. Welcome to Söner Watches.



What we do: Söner Watches stands out in a world of round watches by defying the norm in creating exceptional square timepieces that embody the perfect combination of form and function.

Who we do it for: Our watches are designed for men and women with a refined taste and an appreciation for Art-deco design and quality craftsmanship. Our clients are looking for a watch that not only tells time accurately but also stands out in the design and turns heads.

How we do it: We combine centuries of Scandinavian design principles with expert watchmaking techniques, using premium materials and high-quality movements for precise timekeeping. Our attention to detail is evident in the elegant design of our square cases and radiant dials.

Our Promise: At Söner Watches, we are dedicated to delivering exceptional quality and attention to detail, with personalized attention and support to ensure your complete satisfaction. Söner's ultimate aim is to be recognized as the most customer-focused watch company in the world.


How it all started

It all started with a simple yet profound question: "Why do most watches look the same?" This sparked something within us – a desire to break free from the norm and do things differently. While round watches dominate, we serve the seekers of uniqueness and the extraordinary. Our passion lies in creating timepieces that break free from the mainstream, embracing individuality and offering a unique type of design.

The journey started a decade ago when Freddie set out to honor a lifetime achievement with a unique and high-quality timepiece. He soon realized the watch industry was trapped in conformity, dominated by round-faced watches. But this revelation fueled a revolution. Freddie's relentless pursuit of a timepiece that demanded no compromise in design, function, or value ignited a passion and expertise in the art of watchmaking, giving birth to what we know today as Söner Watches.

In 2017, Söner Watches emerged onto the grand stage, unveiling our inaugural masterpiece, the iconic Legacy. Seamlessly merging history with bold experimentation, Freddie's entrepreneurial spirit breathes life into every intricate detail of the Söner timepieces. Each watch bears witness to unwavering dedication, countless trials, and a commitment to Defying The Norm.

At the heart of our watchmaking lies the drive to challenge conventions and redefining watch norms with our visionary square designs. While the world settled for round conformity, Söner Watches invites you to embark on a daring horological adventure – a tribute to the pursuit of the extraordinary.

Sketches of a Söner square watch - Defy The Norm

Inspired by the past, designed for the future

Söner watches was founded by Freddie Palmgren with a vision to truly expand the Art Deco style in to the watch industry. Originating in France during World War I, Art Deco is a celebration of modernism and elegance characterized by geometric designs, rectangular shapes, and a sleek sophistication. A century later, its popularity continues to grow, making Söner the perfect embodiment of this timeless style.

Geometric designs, which were the hallmark of the Art Deco era, lend themselves really well 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

Art deco inspired watches from SÖNER

Our watches are a masterful fusion of historical and contemporary watchmaking.

Our timepieces are inspired by the iconic art deco skyscrapers of New York City, the Empire State Building and the Chrysler Building. Experience the stepped form of the Empire State and the sunburst roof and panels of the Chrysler, brought together in perfect harmony by Söner.

It is said that Walter Chrysler and John Jakob Raskob engaged in a competition to see who could build the tallest skyscraper, and while the Empire State Building emerged victorious in 1931, but with Söner watches, you'll always have the best of both iconic buildings on your wrist.


The name Söner

Söner, meaning "sons" in Swedish, was founded by Freddie Palmgren on the Swedish west coast.

The brand name symbolizes the strong bond between Freddie and his sons, William and Widar, showcased through the intertwined S and W in the logo and the three dots representing Freddie and his sons. Söner embodies family heritage and the concept of a timepiece to be treasured for generations.  

SÖNER - square watches online



In this book, you'll delve into the fascinating evolution of timekeeping, from ancient origins to modern innovations. Discover the history of the wrist watch, and discover the pivotal role that square watches have played in shaping the horological landscape, as I highlight iconic watches and pioneering brands that have led the way in square watchmaking.

But this book isn't just for watch aficionados. It's for anyone who appreciates the intersection of history, craftsmanship, and timeless design. Whether you're intrigued by the development of the wristwatch or eager to explore the significance of square and rectangular timepieces, there's something here for you.

So, join me on this journey as we uncover the rich tapestry of square watches together. Let's celebrate the elegance, innovation, and enduring allure of these remarkable timepieces. Welcome to the world of square watches.


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