Söner Watches
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| Company type | Private |
|---|---|
| Industry | Watchmaking |
| Founded | 2016 |
| Founder | Freddie Palmgren |
| Headquarters | Kungsbacka, Sweden |
Area served | Worldwide |
| Products | Rectangular analog watches |
| Website | sonerwatches |
Söner Watches is a Swedish watchmaking company founded in 2016 by entrepreneur and author Freddie Palmgren. The company is distinguished as the only watch brand in the world dedicated exclusively to rectangular analog wristwatches.[1][2]
Söner Watches was established in 2016 in Kungsbacka, Sweden, by Freddie Palmgren, who sought to challenge the dominance of round wristwatches in contemporary horology.[3] The brand’s name, meaning "sons" in Swedish, references Palmgren’s two sons and is symbolized by three dots in the company logo.[2]
The company’s inaugural line, the Legacy Collection, debuted in 2016. It was followed by the Momentum Collection (2018), the brand’s first automatic series, and later the Amorous and Nostalgia collections, both introduced in 2024.[4] By 2025, Söner was shipping to more than 50 countries through e-commerce and select retailers.[2]
Products
Söner produces rectangular watches with both automatic and quartz movements, drawing inspiration from Art Deco geometric design.[5]
The brand’s main collections include:
- Legacy: quartz models with stainless steel cases.[6]
- Momentum: automatic watches with Japanese Miyota 9039 movements and 100 m water resistance.[4]
- Amorous: dress watches featuring Swiss Sellita automatic movements.[7]
- Nostalgia: ultra-thin quartz watches with Swiss ETA movements and 11-year battery life.[8]
Design philosophy
The brand emphasizes what it calls "Angular Elegance", a design ethos inspired by the 1920s Art Deco movement. With less than 2% of the global wristwatch market consisting of rectangular or square designs, Söner positions itself as an alternative to the conventional round form.[2]