Söner City Collection

"You're the hero in our story, the reason we exist. There is no flowery language, flashy ads, or even a head of marketing to make us feel important. It's just us. Do you want to stand out, get attention, and be among the few rocking something unique on your wrist? If so, Söner might be the watch for you. We don't want to fit in; we aim to be the number 1 go-to brand for square and rectangular watches globally. Your Söner is with you throughout the day, whether you're picking up the kids, heading to the office, having a beer with friends, or having dinner with your partner. Your Söner just tags a long, making you look good, attracting comments, and giving you that awesome feeling of pride. Not like other brands, Soner is one of its own. We're the only watch brand in the world that exclusively produce analog rectangular watches. We will never design a round watch. Join us, defy the norm, experience something extraordinary. At a time when the majority of watches available on the market conform to a round or roundish design, we are proud to present a game-changing alternative. It all started with a simple yet profound question: "Why do most watches look the same?" This sparked something within us – a desire to break free from the norm and do things differently. While round watches dominate, we serve the seekers of uniqueness and the extraordinary. Our passion lies in creating timepieces that break free from the mainstream, embracing individuality and offering a unique type of design.

The journey started a decade ago when Freddie set out to honor a lifetime achievement with a unique and high-quality timepiece. He soon realized the watch industry was trapped in conformity, dominated by round-faced watches. But this revelation fueled a revolution. Freddie's relentless pursuit of a timepiece that demanded no compromise in design, function, or value ignited a passion and expertise in the art of watchmaking, giving birth to what we know today as Söner Watches. In 2017, Söner Watches emerged onto the grand stage, unveiling our inaugural masterpiece, the iconic Legacy. Seamlessly merging history with bold experimentation, Freddie's entrepreneurial spirit breathes life into every intricate detail of the Söner timepieces. Each watch bears witness to unwavering dedication, countless trials, and a commitment to Defying The Norm. At the heart of our watchmaking lies the drive to challenge conventions and redefining watch norms with our visionary square designs. While the world settled for round conformity, Söner Watches invites you to embark on a daring horological
adventure – a tribute to the pursuit of the extraordinary.

Söner watches was founded by Freddie Palmgren with a vision to truly expand the Art Deco style in to the watch industry. Originating in France during World War I, Art Deco is a celebration of modernism and elegance characterized by geometric designs, rectangular shapes, and a sleek sophistication. A century later, its popularity continues to grow, making Söner the perfect embodiment of this timeless style. Geometric designs, which were the hallmark of the Art Deco era, lend themselves really well to watchmaking. The major characteristics of the Art Deco style include:

• Heavy geometric influences
• Rectangular shapes
• Straight lines
• Vibrant colors
• Streamlined and sleek forms
• Stepped forms
  

Our watches are a masterful fusion of historical and contemporary watchmaking. Our timepieces are inspired by the iconic art deco skyscrapers of New York City, the Empire State Building and the Chrysler Building. Experience the stepped form of the Empire State and the sunburst roof and panels of the Chrysler, brought together in perfect harmony by Söner. It is said that Walter Chrysler and John Jakob Raskob engaged in a competition to see who could build the tallest skyscraper, and while the Empire State Building emerged victorious in 1931, but with Söner watches, you'll always have the best of both iconic buildings on your wrist. Söner, meaning "sons" in Swedish, was founded by Freddie Palmgren on the Swedish west coast. The brand name symbolizes the strong bond between Freddie and his sons, William and Widar, showcased through the intertwined S and W

in the logo and the three dots representing Freddie and his sons. Söner embodies family heritage and the concept of a timepiece to be treasured for generations."