With a nod to the past and an eye for flair, Söner’s watches show off the versatility of the iconic rectangular watch.
The Swedish brand uses the shape as a canvas and then offers a variety of dial colors and straps for its customers to express themselves. It offers two sizes: the 20-millimeter Nostalgia and Amorous collections and the 22-mm Legacy and Momentum models.
The Nostalgia collection is a throwback to the early Twentieth Century and its nine watches are named after great cities from around the world, including Rome, London, New York, Paris, Stockholm and Madrid. It features an 11-year battery, which is an industry benchmark.
The self-winding Amorous summons the character of cities like Vienna, Casablanca, Tokyo, Barcelona and Rio. The Legacy, a classic dress watch, runs a three-year battery, and features names like Mercado, Mutual, Waldorf and Majorca. Like the Amorous, the larger Momentum collection is self-winding, with models like Rockefeller, Astoria, Eden and Rhodes.
Not merely names or buzzwords, Söner uses these words to describe the watches’ themes and invites customers to connect their identity with these style elements.
Depending on the model, Söner watches come with Swiss or Japanese movements, which are low maintenance and easy to service. The Swedish heritage comes alive with colorful dial choices offered, from simple black and white interfaces to red, green and blue faces. Time is marked with clean hash marks or Roman numerals. The cases come in stainless steel or gold-plated stainless steel, offering a level of style that fits everything from a tuxedo to a casual sweater. Söner supports all models with a 10-year warranty.
How to Choose
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Söner suggests clients begin with their wrist size. Larger wrists would consider the 22-mm Legacy and Momentum collections, while the 20-mm Nostalgia and Amorous collections offer understated elegance and slip under the cuff with ease for those with slimmer wrists. When perusing Sönerwatches.com, each watch offers strap guidance, depending on wrist size. The company recommends potential buyers measure their wrists (in inches or centimeters) and then use its interactive guide to show potential options. To further customize, strap options include the Gatsby (20 mm) and Heretic (22 mm) Collections, and they can alter the complexion of the watch to meet the individual’s taste.
Like the cases, the straps come in a variety of materials, from smooth black and brown leathers, to alligator stylings. Stainless and gold-plated steel options are also offered. While a gold-plated Amorous with a black alligator strap is spot-on for drinks at a bistro, easily swapping to black croc or brown cognac for the next day’s meetings can be accomplished in seconds via spring bars. It’s possible to go from formal to smart casual in almost no time. For both case and strap, the materials were chosen with purpose to convey an aesthetic that’s part of the brand and customer’s ethos.
The Case for the Rectangular Watch
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Founded in 2016 by Freddie Palmgren, the company has a single mindset: to showcase the rectangular watch. Söner means “sons” in Swedish representing Freddie’s bond with his own sons, William and Widar, and Söner timepieces are meant to be passed down from one generation to the next. Refusing to believe the distinctive rectangular style is a relic of a bygone era, Palmgren set out to recast the design with modern flair rooted in the heritage of the early golden age of watchmaking. Nearly a decade later, he is an active leader, with a hand in everything from design to corresponding with customers.
Söner watches are not novelties. Rather, they’re meant to answer the question: why consider a rectangle watch? Why wouldn't you, Söner dares. As Palmgren wondered at the outset: Why do all watches look the same?
In support of the case for rectangular watches, Palmgren authored a book, “Beyond Round Watches,” a 105-page paperback that can be found on Söner’s website or Amazon. Speaking with the New York Times for a profile earlier this year, Palmgren says “Square and rectangular watches, to me, represent an elegance and balance that round watches simply can not achieve.”
Söner’s presence, proportion and comfort on the wrist offer an experience where today’s more common clunky, digital watches with round faces and computer layouts fall short. Söner only makes rectangular watches. By the nature of their geometry, they are slim and precise. They make a statement: how often do you see rectangular watches? Yet Söners are dignified and restrained, making the case for a storied design without being overtly retro.
Söner is carving a niche in the crowded watch world, offering things like a 10-year warranty in the anticipation its wares will stay in families. Because a rectangular watch is still rare, Söner fosters a sense of community with and among its customers. Not everyone wears a rectangular watch. Far fewer wear a Söner. Indeed, many customers are now brand advocates in their own right.
A Hands-On Experience
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Söner sent us the striking blue-faced Nostalgia Madrid, which we sampled for a month.
Full Color
You’ll immediately notice the sunburst blue dial, which Söner says is inspired by the Spanish capital and its colorful energy. The watch has a nice weight to it, and the polished stainless steel sets off the blue with an understated elegance. It is more than just a looker, with an extra hardened steel case, hardened to 800 HW on the Vickers scale so that it is four times as scratch-resistant as a standard stainless-steel case. As promised the watch arrived with the metal strap wrapped tightly in plastic, making the unboxing an event.
The blue and steel pop when worn on the black strap. There’s also polished steel and brown and black alligator options. Feeling daring: opt for the green alligator strap, which takes the Madrid to the flamboyance of the Jazz age.
The Case for the Tank
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The case is a classic rectangular design rooted in the tank style inspired by the French Renault tanks of the First World War. The Nostalgia has an arched screwdown case that measures 28 by 40 millimeters with a 7.2-mm thickness. Söner uses a higher grade of stainless steel that’s corrosion and scratch resistant. The face has thin stainless steel hands, and Söner and NOSTALGIA are spelled out in small type underneath the sapphire glass.
By the Numbers
Power comes from a Swiss Quartz ETA 901.001movement, and the battery has an 11-year lifespan. Söner says the watch is water-resistent to 50 meters or 5 ATM. Söner offers a 10-year warranty and a 30-day satisfaction guarantee with free global shipping. The Nostalgia watches cost $465 (USD).
![Image]()
The 20-mm straps are easily swapped via the spring bars, and at $39 to $49, you can buy extras to change the personality of your Söner. While most of the Nostalgia watches have stainless steel cases, two models, the Chicago and the Monaco, feature gold-plated stainless steel.
For more information, visit Sönerwatches.com. The company will also have a presence this fall at Stockholm Time, the annual Scandinavian watch expo.
NOTE: This is sponsored content produced in partnership with Söner
The Swedish brand uses the shape as a canvas and then offers a variety of dial colors and straps for its customers to express themselves. It offers two sizes: the 20-millimeter Nostalgia and Amorous collections and the 22-mm Legacy and Momentum models.
The Nostalgia collection is a throwback to the early Twentieth Century and its nine watches are named after great cities from around the world, including Rome, London, New York, Paris, Stockholm and Madrid. It features an 11-year battery, which is an industry benchmark.
The self-winding Amorous summons the character of cities like Vienna, Casablanca, Tokyo, Barcelona and Rio. The Legacy, a classic dress watch, runs a three-year battery, and features names like Mercado, Mutual, Waldorf and Majorca. Like the Amorous, the larger Momentum collection is self-winding, with models like Rockefeller, Astoria, Eden and Rhodes.
Not merely names or buzzwords, Söner uses these words to describe the watches’ themes and invites customers to connect their identity with these style elements.
Depending on the model, Söner watches come with Swiss or Japanese movements, which are low maintenance and easy to service. The Swedish heritage comes alive with colorful dial choices offered, from simple black and white interfaces to red, green and blue faces. Time is marked with clean hash marks or Roman numerals. The cases come in stainless steel or gold-plated stainless steel, offering a level of style that fits everything from a tuxedo to a casual sweater. Söner supports all models with a 10-year warranty.
How to Choose
Söner suggests clients begin with their wrist size. Larger wrists would consider the 22-mm Legacy and Momentum collections, while the 20-mm Nostalgia and Amorous collections offer understated elegance and slip under the cuff with ease for those with slimmer wrists. When perusing Sönerwatches.com, each watch offers strap guidance, depending on wrist size. The company recommends potential buyers measure their wrists (in inches or centimeters) and then use its interactive guide to show potential options. To further customize, strap options include the Gatsby (20 mm) and Heretic (22 mm) Collections, and they can alter the complexion of the watch to meet the individual’s taste.
Like the cases, the straps come in a variety of materials, from smooth black and brown leathers, to alligator stylings. Stainless and gold-plated steel options are also offered. While a gold-plated Amorous with a black alligator strap is spot-on for drinks at a bistro, easily swapping to black croc or brown cognac for the next day’s meetings can be accomplished in seconds via spring bars. It’s possible to go from formal to smart casual in almost no time. For both case and strap, the materials were chosen with purpose to convey an aesthetic that’s part of the brand and customer’s ethos.
The Case for the Rectangular Watch
Founded in 2016 by Freddie Palmgren, the company has a single mindset: to showcase the rectangular watch. Söner means “sons” in Swedish representing Freddie’s bond with his own sons, William and Widar, and Söner timepieces are meant to be passed down from one generation to the next. Refusing to believe the distinctive rectangular style is a relic of a bygone era, Palmgren set out to recast the design with modern flair rooted in the heritage of the early golden age of watchmaking. Nearly a decade later, he is an active leader, with a hand in everything from design to corresponding with customers.
Söner watches are not novelties. Rather, they’re meant to answer the question: why consider a rectangle watch? Why wouldn't you, Söner dares. As Palmgren wondered at the outset: Why do all watches look the same?
In support of the case for rectangular watches, Palmgren authored a book, “Beyond Round Watches,” a 105-page paperback that can be found on Söner’s website or Amazon. Speaking with the New York Times for a profile earlier this year, Palmgren says “Square and rectangular watches, to me, represent an elegance and balance that round watches simply can not achieve.”
Söner’s presence, proportion and comfort on the wrist offer an experience where today’s more common clunky, digital watches with round faces and computer layouts fall short. Söner only makes rectangular watches. By the nature of their geometry, they are slim and precise. They make a statement: how often do you see rectangular watches? Yet Söners are dignified and restrained, making the case for a storied design without being overtly retro.
Söner is carving a niche in the crowded watch world, offering things like a 10-year warranty in the anticipation its wares will stay in families. Because a rectangular watch is still rare, Söner fosters a sense of community with and among its customers. Not everyone wears a rectangular watch. Far fewer wear a Söner. Indeed, many customers are now brand advocates in their own right.
A Hands-On Experience
Söner sent us the striking blue-faced Nostalgia Madrid, which we sampled for a month.
Full Color
You’ll immediately notice the sunburst blue dial, which Söner says is inspired by the Spanish capital and its colorful energy. The watch has a nice weight to it, and the polished stainless steel sets off the blue with an understated elegance. It is more than just a looker, with an extra hardened steel case, hardened to 800 HW on the Vickers scale so that it is four times as scratch-resistant as a standard stainless-steel case. As promised the watch arrived with the metal strap wrapped tightly in plastic, making the unboxing an event.
The blue and steel pop when worn on the black strap. There’s also polished steel and brown and black alligator options. Feeling daring: opt for the green alligator strap, which takes the Madrid to the flamboyance of the Jazz age.
The Case for the Tank
The case is a classic rectangular design rooted in the tank style inspired by the French Renault tanks of the First World War. The Nostalgia has an arched screwdown case that measures 28 by 40 millimeters with a 7.2-mm thickness. Söner uses a higher grade of stainless steel that’s corrosion and scratch resistant. The face has thin stainless steel hands, and Söner and NOSTALGIA are spelled out in small type underneath the sapphire glass.
By the Numbers
Power comes from a Swiss Quartz ETA 901.001movement, and the battery has an 11-year lifespan. Söner says the watch is water-resistent to 50 meters or 5 ATM. Söner offers a 10-year warranty and a 30-day satisfaction guarantee with free global shipping. The Nostalgia watches cost $465 (USD).
The 20-mm straps are easily swapped via the spring bars, and at $39 to $49, you can buy extras to change the personality of your Söner. While most of the Nostalgia watches have stainless steel cases, two models, the Chicago and the Monaco, feature gold-plated stainless steel.
For more information, visit Sönerwatches.com. The company will also have a presence this fall at Stockholm Time, the annual Scandinavian watch expo.
NOTE: This is sponsored content produced in partnership with Söner
