Sunday, February 23, 2014

SevenFriday, Fresh From The Press

Daniel Niederer has turned his passion for industrial-looking mechanical timepieces into a serious business. Meet the man behind the scenes as he makes his way to our shores for the SevenFriday World Tour 2014.

Proving once again that the power of the web validates technical innovation, SevenFriday unleashes a couple of new marquees that promises the same industrial façade along with a little tinkering, coming hot on the heels of the P1, P2 and P3. What’s even more interesting is the fact that the brand’s founder and owner, Mr Daniel Niederer, has been travelling extensively to introduce SevenFriday to the world.

 Keen to share his experiences, Daniel Niederer will be in Kuala Lumpur on 20 February at the Bridge Bar, G Tower to expound on the growing appeal of SevenFriday. “It wasn’t just about flooding the segment with another sporty timepiece,” explains Niederer. “Rather, it was reconstructing the constituents of what wearing the future on your wrist looks like. Smart watches may be all the rage these days, but watch collectors will appreciate our evolutionary take on Swiss made mechanical watch.”

Amidst canapés and free-flowing drinks, a trendy crowd hungry for a new fashionable timepiece turned the anticipation at the party and extended SevenFriday’s triumphant streak after a strong showing down south. Yes, thanks for the viral capabilities of social media, the first batch of timepieces sold out within weeks after a global launch in December 2012 – there was a four month backorder in Malaysia alone.  

On a creative level it’s clear to see why the industry is paving the way for SevenFriday. Niederer has set new boundaries for what is possible and permissible in a watch. “We’re extremely pleased with what SevenFriday has accomplished thus far,” elaborates Niederer. “We couldn’t have asked for a better start for a brand still in its infancy. I’ve always been fascinated with the technical underpinnings that go into a mechanical watch and given the resources at our disposal I believe that what we’ve pulled off is a beguiling combination of mechanical artistry and an industrial edginess.”

His message is not to be afraid, but to pour all your ideas into a time-telling instrument and not hold back. There is hope that finding some way to break the rules is perfectly fine. And that is what Niederer is doing. He took notes and listened as a seasoned watch connoisseur and expert, and now he is doing what so many are afraid to do, strike out on his own. SevenFriday, is the birth of this vision.  

“Niederer plays it close to the chest when it comes to SevenFriday,” says Soemantri Kusumadi, director of TWB Marketing Sdn Bhd , Malaysia’s SevenFriday Distributor. “And when it’s your baby, you’ll steer the ship with everyone on board channelling the founder’s objectives. We are proud to be affiliated with SevenFriday and we believe that the brand will thrive in the years to come.”

What makes SevenFriday a fascinating watch for the young and affluent? The dial of a SevenFriday watch is made up of five layers which render cohesively an animated ballet of engineering competency that is a marvel to behold. The exposed escapement, 24-hour disk, and small seconds disk, working and jiving with the hour and minute indicators further give the watch a futuristic industrial visage. 

For one, SevenFriday’s iconic squircle watch case – a term coined from the words ‘square’ and ‘circle’ – used on every model, is the perfect medium in which to contain the technical flourishes such as the animation ring that since seen stainless steel, rubber and wood utilised as its insert.

To celebrate the brand’s sustained level of excellence, subdivisions within the P1 and P2 range are enabling new enthusiasts to join the fray and pick up their own unique watch that is both a must-have as well as a masculine conversation piece in any social setting – the P1-2 (Bright), P1-3 (Orange), P1-4 (Blue), P1-5 (Green), and P2-2 (Works) – will be officially launched in Malaysia.

Of these, the P1-3 (Orange) draws inspiration from the KUKA Robotics Corporation, an advanced German manufacturer of robotic industrial machines used in high-tech automation plants. Orange is the signature colour of the KUKA automatons and hence it’s usage on the P1-3’s watch case and dial. And of course, it tells the time.

From the launch of a new exciting watch brand to a mega bash at a members’ only venue, the launch of SevenFriday’s latest was a spectacular occasion bar none. SevenFriday is exclusively available at Red Army Watches Pavilion KL, Tropicana City Mall , One Utama Shopping Centre and Madison Bangsar Village II.

About SevenFriday
SevenFriday, a Zürich (Switzerland) based company, was officially founded in May 2012 by Daniel Niederer, though he had already been working on product and brand development for more than a year and a half prior to the official launch. The company started with three models P1, P2 and P3, which uses different materials but on the same design.

Watch Specifications
Case Size: 47x47.6 mm
Case Material: Material varies with model
Case Back: Material varies with model
Animation Ring: Material varies with model
Interface: Design varies with model
Water Resistance: 3ATM
Glass: Specially hardened and antireflective treated mineral glass
Movement: Automatic Miyota 82S7 with open balance
Strap: Calf leather
Buckle: Tang buckle
Features: 24-hour indicator disc, small seconds
Warranty: 2-year

For more info, you can log to or, Facebook, sevenfridaymalaysia and for enquiries you can email to 

No comments:

Post a Comment