We aspire to be best in class, and our timepieces and our customer savviness are living proof of that mindset.
When you choose a watch from us, you're getting a one-of-a-kind timepiece that draws both attention and compliments.
Experience authentic Swedish quality and design at its finest. Every watch we produce is meticulously assembled, with the highest level of precision and perfection in mind.
Our vision statement
The SÖNER watch brand was founded with a crystal-clear vision. To offer minimalistic, high-quality, rectangular watches that is out of the ordinary. Our rectangular timepieces are bound to have you turn heads wherever you go.
SÖNER takes pride in being a highly customer-focused brand with genuine care for our customers, therefore being one of the most customer-focused watch brands in the world is an obvious part of our vision. You will always feel recognized and cared for at SÖNER.
Few things say as much about aperson as their watch. For us at SÖNER a watch means so much more than time keeping. For us, the jewelry on our wrist are mirrors of our personality and our preferences.
Our carefully designed timepieces capture the essence of the 1920s art deco movement, inspired by the square and rectangular shapesthat dominate architecture and contemporary design even today.
Our watches combine the finest of the past with cutting-edge watchmaking to produce something truly unique.
In a market that is dominated by round-shaped watches, we wanted to be different. The rectangular shape has allowed us to differentiate not just the design of our watches, but our business mentality as well.
We deliberately emphasized the rectangular case to challenge the dominance of round-shaped watches and invite the watch-world to embrace the square yet again.
Quality without breaking the bank
MOMENTUM The case of a SÖNER is cast from a solid piece of high-quality (316L) stainless steel.
The luminous (Swiss C3 Super-LumiNova) hands and indices are protected by a sapphire crystal with five layers of anti-reflective coating.
Underneath the dial resides the high-performance Citizen Miyota cal. 9039automatic movement.
As the finishing touch, we have fitted the Momentum with a custom-made crown that carries the embossed SÖNER logo.
The Momentum offer 10ATM water resistance.
LEGACY The case of a SÖNER is cast from a solid piece of high-quality (316L) stainless steel.
The luminous (standard Japanese lume) hands and indices are protected by a sapphire crystal.
Underneath the dial resides the work horse Citizen Miyota cal. 3035 quartz movement.
Brand Archetype - Just like a person, a brand has a unique personality
Humans are built for connection. We tend to personify things, including brands. We give them meaning and form relationships with them based on how they interact with us and the world, what they stand for, and how they make us feel.
However people connect to your brand and whatever meaning they assign to it is due to its personality. Brand personalities can be classified as archetypes. There are 12 master archetypes and they are useful for more than just labeling. They are also a great way for companies to ‘manage meaning’ in a structured way.
Years ago, Freddie went out to buy a watch for himself and was disappointed to discover that most of the timepieces looked the same. To counter the dominance of round-shaped timepieces, Freddie purposely accentuated the rectangular casing.
SÖNER was founded by Freddie Palmgren on the Swedish west coast. The Swedish word SÖNER translates to sons in English.
Freddie captures the deep father-son bond by creating a brand that tributes his two sons William and Widar.
This is also reflected in the logo. The two letters S and W are wrapped tightly into one another and stand for SÖNER and William & Widar respectively.
The three dots above the initials SW represent Freddie and his two sons.
Choosing the name SÖNER and designing a contemporary logo reflect the founder’s strong belief in the importance of family and the idea of a watch that can be passed on to future generations.
WHY A SÖNER?
You don’t settle with the ordinary You are looking for everyday luxury
You like to attract attention and tickle curiosity You are looking for a reliable and accurate watch
Refreshing, unique style time piece, sized right for this style case shape as it’s not too big and not too small. The dial has been finished well and everything applied properly. The finishing on the case is great too, polishing to a mirror finish (I opted for the polished version). The leather strap is quite good, especially for a watch in this price range and it even comes with a deployment clasp. Overall I am very happy with this purchase, it will be getting plenty of wrist time amongst my vast collection