SÖNER Watches - Defy The Norm

18/10/2026

15/10/2026

Timeless elegance meets modern sophistication. ⌚✨

The Nostalgia Chicago by Söner Watches features a refined rectangular gold case, a crisp white dial, and a Swiss ETA movement built for precision. With an impressive 11-year battery life, sapphire crystal, and interchangeable straps, it’s more than a watch, it’s a statement of style. Classic Art Deco inspiration, made for today.

13/10/2026

A proud moment I’ll never forget. 🖤⌚️

Sharing my passion for watches with the next generation — and this time, my son officially represented the brand for the very first time at Sthlm Time.

More than watches, it’s about family, passion, and creating memories that last a lifetime.

The beginning of something special. 🤝✨

06/10/2026

Meet the Nostalgia Monaco. 🖤✨

A gold rectangular watch with a brushed finish, deep black dial, 7 mm thin profile, sapphire crystal and an 11-year Swiss movement.

Simple. Elegant. Different.

And yes, it’s made to be worn every day.

What do you think? 👇

05/10/2026

The first physical version of the SÖNER Tank.

No movement. No working hands. No timekeeping. Just a 3D-printed case that cost almost nothing to make.

And yet, this might be the most important version of the entire project.

Because on a screen, everything can look perfect.

Then you hold it in your hand for four seconds… and you know.

Building a watch means making hundreds of tiny decisions. This is where you find out which ones were wrong.

01/10/2026

Two days in Vegas with Alex Hormozi. One thing I completely disagree with, one thing I started using on the flight home.

21/09/2026

I’m flying to Las Vegas on Thursday to sit in a room for two days and learn how to grow a business. Fifteen hours of travel each way and five thousand dollars for the ticket. I make rectangular watches in a small town in Sweden. No investors, no ad budget, ten years of doing this on my own. Everyone else in that room will be running a company twenty times my size. That’s the point. I seldom learn anything from people at my own level. I’ll tell you what happens.

13/09/2026

Is this the most personal logo in the watch industry? 👀

Our logo isn’t just a symbol. It has a story, a meaning, and a connection to what SÖNER stands for.

But what do you think, is it one of the most personal watch logos out there? ⌚️

09/09/2026

The new Tank Royal 🤴

People have asked us for a proper Tank watch for years. We said no, until we realized there was a gap worth filling.

We’re not trying to copy Cartier. We’re creating a Tank that stands on its own.

Integrated crown. Correct Roman numeral IV. Gun tower. Real “caterpillar tracks.” And just 7 mm thin.

Quartz wasn’t a compromise. It was the reason we could make it this thin, and make it disappear under your sleeve.

A Tank. The SÖNER way.

Discover it at sonerwatches.com

31/08/2026

“It’s not a copy of the past. It’s an evolution of the form.”
/Freddie

The official launch is scheduled for October 2026. Delivery timing makes it an ideal piece for a Christmas present, whether for yourself or a loved one.

This is the beginning of a new chapter for Söner, the creation of our first ever classic Tank Watch, Söner Tank Royal. A watch born from proportion, angles, and precision.

Söner Tank Royal unites 1920s Art Deco elegance, the clean lines of modern Swedish design, and the precision of Swiss heritage.