Beyond Round Watches (pdf)

Name: Beyond Round Watches (pdf)
Brand: Söner Watches
Availability: InStock

A free book for people who refuse the ordinary.
If rectangular watches speak to you,
even quietly, you’re in the right place.

This book exists because I believe a story worth sharing can change someone. A story about design, distinction, and breaking the 100-year round-watch norm. It’s the story that made me start Söner Watches.

I’m giving this book away because the ideas inside matter more than the price. They matter because they help people see watches, and themselves, differently. And when something creates change, people share it. That’s why I want you to have it.

If you care about craftsmanship, status, affiliation, and the subtle tension of choosing something that sets you apart, this book is for you. If not, that’s fine. Söner isn’t for everyone. Only for those who want to stand for something different.

Download the Free Book 👇

You’re also welcome to forward the book to a friend who loves design, watches, or simply stories that matter.

Whether you’re a seasoned collector or a newcomer to the world of horology, this book is a journey into the elegance and innovation of rectangular timepieces, enriched by the support and expertise of the watch industry’s finest. Renowned brands like Rolex, Cartier, Breguet, and Longines have generously shared archival images, illustrations, and historical insights, giving readers an insider’s perspective rarely seen in print.

In this book, we'll explore the rich history, cultural impact, and exceptional craftsmanship behind some of the world’s most iconic timepieces. Tracing their journey back from modest beginnings to iconic fashion elements, these unique timepieces have fascinated enthusiasts and collectors around the world time and time again.

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.

A man stands confidently in a city street, hands in his pockets. He wears a blazer over a t-shirt and sports a sleek rectangular watch as he looks to the side. The background is blurred, featuring buildings and cityscape details in monochrome.

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.