SevenFriday on Friday the Seventh

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SevenFriday held its world tour early in 2014 with founder Daniel Niederer making his rounds visiting the brand’s various markets around the globe. He was in Singapore and Malaysia in February 2014. Design: © TANG Portfolio. 2014

SevenFriday held its world tour in early 2014 with founder Daniel Niederer making his rounds visiting the brand’s various markets around the globe. He was in Singapore and Malaysia in February 2014. Design: © TANG Portfolio. 2014

SevenFriday is one watch brand to watch, literally. The general response to its timepieces has generally been positive and the emotions evoked through either the visuals or physical handling of its timepieces have become an interesting phenomenon worthy of attention, especially for marketers.

SevenFriday P1/2 with silver and white finishings. Can you spot the hour hand? Photo: © TANG Portfolio

SevenFriday P1/2 with silver and white finishings. Can you spot the hour hand? Photo: © TANG Portfolio

In our earlier article featuring the SevenFriday P1/3, Seven dazed, not one weak, we highlighted the key features of the watch: the partially exposed balance wheel, the 24-hour rotating disc display (at the nine o’clock position), the rotating disc for the display of the continuous seconds (at the five o’clock position) and the interesting hour and minute hands extended from rotating discs.

SevenFriday P1/4 with a blue painted dial. Photo: © TANG Portfolio

SevenFriday P1/4 with a blue painted dial. Photo: © TANG Portfolio

What we felt strongly in favour of SevenFriday watches is the pricing (below US$1,500) which is a deal many customers find difficult to refuse. Of course, this is because of the perception that SevenFriday watches look much dearer than its actual pricing thanks to well-designed aesthetics and structure.

“I have been told that after customers who had walked into the stores found out the price, there are quite a few who decided to buy even more as gifts,” SevenFriday founder Daniel Niederer discloses while on a stopover in Singapore during the brand’s world tour.

This “meet-up” session with the brand’s customers during his world tour was a great opportunity to view almost the entire SevenFriday collection and to understand more about the brand from the founder himself.

SevenFriday P1/5 with a green painted dial. Photo: © TANG Portfolio

SevenFriday P1/5 with a green painted dial. Photo: © TANG Portfolio

While there are “purists” who question the use of Miyota movements, Niederer brushes this aside. “I don’t have to justify why I decided on Miyota movements; if I do, it will be seen as a weakness,” says the head honcho of SevenFriday with a smile.

Regardless, utilising Japanese Miyota movements (the self-winding Miyota 82S7) is a wise choice as it has made these design statement timepieces very affordable.

SevenFriday P2 housed in a stainless steel case that is medium-grey PVD-treated. Photo: © TANG Portfolio

SevenFriday P2 housed in a stainless steel case that is medium-grey PVD-treated. Photo: © TANG Portfolio

The response to our question of supply issues (the limited supplies) was the most shocking. “When I started in 2012, I wanted to sell 1,000 pieces in the first year. However, till date [early February 2014], we have sold 12,000,” declares Niederer.

Now that is indeed a positive phenomenon and it looks like Niederer has hit the ultimate sweet spot in the watch industry many would be envious of.

The SevenFriday P2/2 has a stainless steel case that is PVD-treated with sandblasted yellow gold finishing. The bezel is black and yellow gold PVD-treated. Photo: © TANG Portfolio

The SevenFriday P2/2 has a stainless steel case that is PVD-treated with sandblasted yellow gold finishing. The bezel is black and yellow gold PVD-treated. Photo: © TANG Portfolio

We believe it will get sweeter. Raising our concerns over the legibility of the hour and minute hands, Niederer responded that a solution is in the offing.

Daniel Niederer, founder, SevenFriday in Singapore for the brand’s world tour at the Barber Shop located in Old Parliament Lane. Why the censorship? We will reveal this, hopefully before April. Photo: © TANG Portfolio

Daniel Niederer, founder, SevenFriday in Singapore for the brand’s world tour at the Barber Shop located in Old Parliament Lane. Why the censorship? We will reveal this, hopefully before April. Photo: © TANG Portfolio

Most importantly, how will SevenFriday watches evolve thereafter? The official answers are expected to be revealed later this month in Basel by Niederer.

All we are allowed to say for now, especially with Sugi Kusumadi glaring at us (Sugi Kusumadi is the authorised distributor for SevenFriday in this part of the world), is that orders have been placed.

For fans of SevenFriday: Happy SevenFriday!

Our proposed idea for a SevenFriday T-shirt. We wouldn’t mind wearing one. Photo: © TANG Portfolio

Our proposed idea for a SevenFriday T-shirt. We wouldn’t mind wearing one. Photo: © TANG Portfolio

Edox Grand Ocean and the Extreme Sailing Series

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The 45mm Edox Grand Ocean chronograph in steel with a blue PVD-coated case is powered by the Calibre 011 (Valjoux 7750) automatic movement. Photo: © TANG Portfolio

The 45mm Edox Grand Ocean chronograph in steel with a blue PVD-coated case is powered by the Calibre 011 (Valjoux 7750) automatic movement. Photo: © TANG Portfolio

The first race of the Extreme Sailing Series kicked off in February 2014 at Singapore’s Marina Bay area. Known as Act 1, it was held over three days and Ernesto Bertarelli’s Alinghi Swiss team finally claimed victory. It is estimated that this event attracted around 30,000 spectators.

The Extreme Sailing Series started in 2007 and it was only in 2013 that Edox became the Official Timekeeper of this “stadium-style” boat race featuring 40-feet multi-hull catamarans.

The Extreme Sailing Series held in February 2014 in Singapore is the very first for the new racing season. Edox became the Official Timekeeper of the Extreme Sailing Series in 2013. The brand is also one of the sponsors of the sailing team GAC Pindar captained by Seve Jarvin. Photo: © TANG Portfolio

The Extreme Sailing Series held in February 2014 in Singapore is the very first for the new racing season. Edox became the Official Timekeeper of the Extreme Sailing Series in 2013. The brand is also one of the sponsors of the sailing team GAC Pindar captained by Seve Jarvin. Photo: © TANG Portfolio

The brand obviously has a marine sports line and this is the Grand Ocean collection. One example from this collection is the 45mm Grand Ocean chronograph powered by the Valjoux 7750 automatic movement.

With its Extreme Sailing Series partnership, Edox has also created the 48mm Grand Ocean Extreme Sailing Series Special Edition chronograph. The brand highlights that this chronograph watch is inspired by the complex structure of a sailboat and it features a case made up of 60 components.

The 48mm Edox Grand Ocean Extreme Sailing Series Special Edition in stainless steel, blue PVD-coated with a big date display. Edox’s Calibre 45 is a base ETA 2892-2 automatic movement modified by Dubois Dépraz 4500. Water-resistant to 300m (900 feet), it is priced at around US$4,300 / SGD5,400 (Singapore dollars) / RM14,150 (Malaysian Ringgit) before tax. Photo: © Edox

The 48mm Edox Grand Ocean Extreme Sailing Series Special Edition in stainless steel, blue PVD-coated with a big date display. Edox’s Calibre 45 is a base ETA 2892-2 automatic movement modified by Dubois Dépraz 4500. Water-resistant to 300m (900 feet), it is priced at around US$4,300 / SGD5,400 (Singapore dollars) / RM14,150 (Malaysian Ringgit) before tax. Photo: © Edox

One version of the stainless steel case is PVD-coated in blue and another is in black. The Grand Ocean Special Edition has a big date display at the 12 o’clock position. Its engine is what the brand terms the Calibre 45, utilising an ETA 2892-2 base with modifications and add-ons by Dubois Dépraz.

In late 2013, Crystal Time became the official distributor of Edox timepieces in Singapore, Malaysia and Brunei. The Extreme Sailing Series in February 2014 was therefore used as a meaningful platform for Crystal Time to launch the brand’s new models for its Grand Ocean, Class 1 and ChronoRally collections in this part of the world.

Tan Soo Khoon, managing director of Crystal Time notes that the Extreme Sailing Series is an F1 equivalent type of water sport.

As for such a sport in Singapore waters, Pamela Tan, brand manager of Crystal Time, highlights that this is the only race held in Southeast Asia.

The Extreme Sailing Series will also be held in the Middle East, Russia, Europe and Australia. In 2012, the media value of the Extreme Sailing Series was 27.8 million euros (around US$38.2 million / SGD48.5 million).