Gothenburg - Jul 14, 2025 - In a world dominated by round watches, Söner Watches stands apart as the only brand dedicated exclusively to rectangular analogue timepieces. Founded by Freddie Palmgren, Söner is not just a watch brand, it’s a movement for those who value individuality, craftsmanship, and bold design.
“The world is saturated with round watches,” says Palmgren. “I started Söner because I couldn’t find a watch that truly stood out, something that made my wrist pop and expressed my personality. That search turned into a mission to defy the norm. ”
A New Era in Horology
For over a century, the watch industry has been saturated with round, mass-produced designs. Söner challenges this norm with its concept of Angular Elegance, offering timepieces that spark conversations and celebrate uniqueness. With only 2% of the market featuring angular watches, owning a Söner means joining a select few who refuse to blend in.
Craftsmanship Meets Legacy
Every Söner watch is a testament to precision and heritage. Made with premium materials, including extra-hardened steel, sapphire crystal, and Swiss- or Japanese-made movements, each piece is built to last. The brand’s 10-year warranty, a rarity in the industry, underscores its commitment to quality.
But Söner’s story goes beyond craftsmanship. The brand’s name, meaning "sons" in Swedish, pays homage to Freddie’s bond with his two sons, William and Widar. Hidden within the logo are three dots, a subtle tribute to their family legacy. "When you wear a Söner, you’re wearing a symbol of family and individuality,” says Palmgren.
Acclaimed by Collectors and Media Alike
Söner’s 4.92/5 customer rating and incredible testimonials from watch connoisseurs highlight its growing influence. Customers praise the brand for its versatility, impeccable finish, and ability to stand out, even among luxury competitors. The brand has also garnered attention from The New York Times, further solidifying its place in horological innovation.
“I own everything from Patek to Cartier,” says Wilson, a longtime watch collector. “I approached Söner with scepticism, but my Amorous Tokyo model has made me a believer. ”
“I’ve never received so many compliments,” writes another customer. “This watch is a masterpiece.”
For the Discerning Few
Söner is not for everyone, and that’s intentional. It’s for the 2% who prioritize originality over conformity, who appreciate the quiet confidence of a rectangular watch on their wrist. As Palmgren notes, "We don’t aim to please the masses. We cater to those who dare to be different. "
Join the Movement
Explore the Söner collection and discover how angular elegance can redefine your wrist. Visit sonerwatches.com to learn more and defy the norm.
About Söner Watches
With a rapidly expanding customer base, international media interest, and a product that truly stands apart, Söner Watches is poised to redefine what elegance looks like on the modern wrist.
Founded by Freddie Palmgren, Söner Watches is the world’s only brand exclusively dedicated to rectangular analogue timepieces. Combining Swedish heritage with uncompromising craftsmanship, Söner empowers wearers to make a statement, without saying a word.
Media Contact
Company Name: Söner Watches
Contact Person: Freddie Palmgren - Founder & CEO
Email: Send Email
Country: Sweden
Website: https://sonerwatches.com/
