“In a world full of circles, why not choose a few sharp angles?” – Freddie Palmgren, Founder of Söner Watches.

Imagine walking into a room full of people wearing round watches. You take off your coat, revealing a sleek, rectangular watch on your wrist. Suddenly, eyes are drawn to the clean lines and sharp edges of your watch. It’s different. It’s striking. And in a sea of sameness, you stand out. That’s what Söner Watches offers—a fresh, bold take on traditional wristwear.

Founded in 2016 by Swedish entrepreneur Freddie Palmgren, Söner Watches is rewriting the rulebook on watch design. With only 2% of all watches in the world being square or rectangular, Söner is carving out its own niche by focusing solely on rectangular analog designs. And let’s face it—when something is this unique, it’s hard to ignore.

Why Rectangular? Breaking Free from the Norm

The question Palmgren asked himself was simple but profound: “Why do all watches look the same?” It’s a valid point. If you stroll through any watch store or browse online, you’ll notice the overwhelming majority of watches are round. Sure, they vary in size, material, and complications, but at their core, they follow the same circular format.

Söner Watches dares to be different. By embracing the rectangular watch, Söner taps into the aesthetic potential of geometry. Rectangular watches, with their sharp angles and distinct lines, offer a sleek, modern look that instantly captures attention. But it’s not just about appearances. There’s substance behind the style.

Round watches are practical, no doubt. But practicality often comes at the expense of innovation. Rectangular watches, on the other hand, open up new avenues for design creativity. They allow for more unique placement of complications, a more dynamic presence on the wrist, and—let’s not forget—a departure from the predictable.

The Collections: Something for Every Taste

Söner Watches offers four distinct collections, each embodying the brand’s values of disruption, perfection, and trust. Whether you’re looking for a stylish everyday piece or a timeless heirloom to pass down through generations, Söner has something to fit your needs.

1. Amorous Collection
Designed for the sophisticated man, the Amorous Collection features Swiss automatic movements encased in extra-hardened steel. These watches are not only durable but also refined, with a date window at 3 o’clock adding a touch of practicality to the sleek design. The Amorous Collection is the perfect blend of elegance and functionality, ideal for anyone seeking a timepiece that’s as reliable as it is stylish.

2. Nostalgia Collection
Ever wanted to wear the essence of an iconic city on your wrist? The Nostalgia Collection captures the spirit of world-famous destinations, using Swiss quartz movements with an exceptional 11-year battery life. These watches are designed for durability, with sapphire glass and 5ATM water resistance, making them perfect for both formal and casual settings.

3. Momentum Collection
The Momentum Collection marks Söner’s first foray into automatic watches powered by high-end Japanese movements. Built for those who want a stylish and masculine timepiece, these watches are water-resistant up to 100 meters, making them just as practical by the pool as they are in the boardroom.

4. Legacy Collection
The Legacy Collection, Söner’s inaugural line, features masculine, surgical steel cases powered by premium Japanese quartz movements. With 19 different versions to choose from, the Legacy Collection caters to a variety of tastes and preferences. Whether you prefer minimalist design or something more ornate, you’ll find a timepiece that speaks to you.

The Art of Standing Out: Aesthetic and Functionality in One Package

One of the most captivating aspects of Söner’s rectangular watches is their link to Art Deco design. Art Deco, a movement that championed geometric forms and luxurious materials, is reflected in the bold lines and stepped cases of Söner timepieces. These watches are a nod to the past but feel undeniably modern.

Crafted in small batches to ensure the highest quality, each watch is meticulously constructed. Söner’s dedication to craftsmanship extends beyond just looks. The brand prioritizes functionality, incorporating features like quick-release mechanisms for easy strap changes and sapphire glass for scratch resistance. It’s this balance of form and function that makes Söner Watches a cut above the rest.

Why Rectangular Watches Are More Than Just a Fashion Statement

Let’s be clear—wearing a rectangular watch isn’t just about making a fashion statement. It’s about embracing individuality. Söner’s customers frequently share stories of strangers approaching them, asking about their timepiece. These moments of connection, sparked by a unique design, turn ordinary days into extraordinary experiences.

A rectangular watch doesn’t just blend into the background. It stands out, inviting admiration and curiosity. When you wear one, you’re making a subtle but powerful declaration: you aren’t afraid to break from tradition. You value craftsmanship. You appreciate design that pushes boundaries.

In short, you’re not just wearing a watch. You’re wearing art.

Söner Watches: More Than Just Timepieces, They’re Heirlooms

The name “Söner,” meaning “sons” in Swedish, is a reflection of Palmgren’s commitment to family and legacy. Each watch is designed to last—not just in terms of durability, but in its timeless appeal. These are watches you can pass down through generations, creating a tangible link between past, present, and future.

With Söner Watches, you’re not just investing in a timepiece. You’re investing in a legacy. You’re choosing something that your sons, or even your grandsons, will wear with pride.

And this commitment to legacy extends beyond just the product. Söner prides itself on offering exceptional customer service, ensuring that each interaction reinforces the trust and loyalty of its growing customer base. In a world where companies often treat customers as transactions, Söner treats them like family.

A Disruption in the Watch Industry: Why Rectangular Is the Future

At Söner, the goal isn’t to follow trends—it’s to set them. And while the watch industry has been slow to embrace rectangular designs, Palmgren believes the tide is changing. “We’re the only brand in the world that focuses solely on rectangular watches, and that’s our strength. We don’t dilute our vision by trying to be everything to everyone,” says Palmgren.

He’s right. In today’s market, specialization is key. With so many brands offering cookie-cutter designs, Söner stands out by offering something fresh, something bold, and something with an edge. The exclusivity of the rectangular form is what makes Söner unique, and that’s not something the brand plans to abandon anytime soon.

Why Rectangular Watches Should Be On Your Radar

So, why choose a rectangular watch?

• Bold Design: Rectangular watches are visually distinct, offering a modern, geometric alternative to the more common round designs.

• Versatility: From business meetings to casual outings, rectangular watches fit seamlessly into any setting.

• Craftsmanship: Söner Watches are meticulously crafted using high-quality materials, ensuring both durability and timeless appeal.

• Individuality: Wearing a rectangular watch signals that you’re not afraid to stand out. You embrace innovation, and you value design that pushes boundaries.

• Legacy: Söner Watches are designed to be passed down, creating a lasting connection between generations.

Ultimately, rectangular watches aren’t just about telling time. They’re about telling your story. They represent a break from tradition and a commitment to something different, something daring.

Ready to disrupt your style? It’s time to go rectangular.

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Explore Söner’s full collection and join the movement toward bold, rectangular designs. Visit Söner Watches today and experience a new era of timepieces.