Tuesday, February 11, 2014


Hey everyone!

Last Friday, I was stuck in graduate school and wasn't able to attend this cool event by Sevenfriday—their brand launch/party. 

But what is Sevenfriday? Here's a compilation of press releases on what this brand is all about:


Thank God it’s Sevenfriday.

Officially launched just last September for the Philippine market, Sevenfriday timepieces communicate a unique aura, different from any other watch out there.

While photos of Sevenfriday’s one-of-a-kind timepieces are often enough to wow even non-collectors, nothing beats the sensory and tactile experience of actually wearing a Sevenfriday watch. Up close and in motion, you can truly appreciate the elegance of its multi-faceted dial, and admire the handiwork that defines its finish. On the wrist, you can feel the grace underneath its modernity. Everyone will want to know what you’re wearing, and how they can get one.

Steel, industrial plants, engines, machines, wheels—the brand’s universe, as well as its designs, are strongly inspired by these elements. The products’ design is a result of these inspirations in combination with high-end production and complex construction. It is a merger of contrasting materials and styles in harmony. The products clearly target individuals with a discerning taste for quality, design, and uniqueness.
The wristwatches of Sevenfriday are built on two major elements: the box and the interface. The box, made of stainless steel, refers to the complex construction of the protective casing. Its shape and style lies between the modern and the classic, creating an exciting atmosphere. It is surrounded by an animation ring made of aluminum, enhancing its haptic and visual appeal.
Within the box, you can find the interface, which consists of hands, discs, dial, and the watch movement. All the indicators are designed and arranged in way to bring the complexity of the movement to the surface. The dial alone is made up of five separate pieces or layers, with eleven different applications. This complex construction attracts and fascinates the spectator.
A variety of materials, finishing, and colors complete the uniqueness of the collection.

The Sevenfriday P1, cool and slightly restrained in coloring, symbolizes the present industrial aesthetics or the “Industrial Essence.” The colors silver, black, and rhodium are mainly used.

The Sevenfriday P2, warm with a strong coloring of copper, reminds us strongly of the beginning of our modern era, and symbolizes the “Industrial Revolution”. Various shades of gray, in combination with the various finishing touches, are testament to this.

The Sevenfriday P3 is inspired by the no-nonsense attitude of “cafe racer” motorcycles, and symbolizes “Industrial Engines”. The striking signal-red highlights provide visual contrast, while the animation ring recalls a motorcycle’s distinct profile.

The Sevenfriday P1/2 is marked by subtle elegance, strikig highlights, and a bright design. Dashes of gold bring a striking but still subtle contrast to the interface.

The Sevenfriday P2/2 is elegant, powerful, sophisticated, and cool. Inspired by the emotional beauty of 19th century machinery, it is treated with a warm finish.

The Sevenfriday P3/2 (Riviera) takes its cues from the nautical lifestyle, with yachting colors and a wooden animation ring, handcrafted from Canadian wood by a craftsman from Tyrol. Available only in a limited run, the Riviera is one of the most sought-after timepieces in the Sevenfriday line.

 NEW: Sevenfriday lends its innovative craftsmanship to Sevenfriday P1/3, P1/4, and P1/5, a fresh new line of wrist masterpieces. Rendered in the same industrial chic style, the latest line of Sevenfirday watches shows the same impressive mechanical display with an orange, green, or blue highlight. The dial, rendered in one’s choice of industrial bright, alternates with a jet black opalin finishing.


“When you look at the timepiece market today, there is a lack of innovation,” says Daniel Niederer, owner and founder of Sevenfriday. “We wanted to create something that represents a lifestyle that I want to live, the values I believe in. That was really the foundation of Sevenfriday.”
Clearly, the watch reflects the individualist nature of the man himself. For fifteen years, he worked in some of the biggest brands of the watch industry, before striking out to create his own watch brand. It was a “carpie diem” moment for Dan, and defined the way he envisioned Sevenfriday. “Try to seize the day,” he says of his personal philosophy. “Whether you’re working, whether you’re with your family, whether it’s a weekend, just try to enjoy life. Every day is Friday.”
To create the Sevenfriday, Dan partnered with the Studio Divine team, based in Biel, Switzerland, to create the now-iconic Sevenfriday design language. Conceptualization began roughly two and a half years ago. Using the industrial age as an inspiration, they created a watch that was unlike any other. ”They didn’t go the easy way...or perhaps I didn’t let them go the easy way,” laughs Dan.
“The thing was to create a timepiece of the highest quality standards,” says Dan about the brand, “with a very high perceived value but still quite affordable. We wanted create a watch you don’t just put in a drawer. Normally, you look at a watch and you think, oh it’s a jewelry watch, it’s a sports watch. But you look at this watch and you’re not sure. Is it classic or is it modern? I don’t want to classify it, really. I don’t want to specify what it stands for. I believe a good design shouldn’t explain too much.”
Despite only coming out in 2012, it seems that time has vindicated Dan Niederer’s brave, risky move, with good notices from many watch aficionados around the world, as well as a brisk turnover of orders from his Switzerland headquarters. Currently, Sevenfriday is distributed in over 60 markets worldwide. It owes its reach and popularity to its impressive mechanism and unique craftsmanship. “If you want to create a watch today which doesn’t resemble anything else, it’s nearly impossible. Nearly everything has been done,” says Niederer. But, Sevenfriday has arrived to break the mold.


Dan met his current partners in Sevenfriday Manila almost by chance, via social media. Despite having been in operation for only three months, the unique watch caught the eye of the Sevenfriday Manila group, who quickly moved to contact Dan. “We clicked in terms of having the same objectives and having similar thinking,” Dan says. “Most importantly, we have a similar way of looking at life and living life.”
Since then, Sevenfriday Manila has gained a steady and growing base of watch fans who appreciate the design and love the philosophy behind the brand. Sevenfriday timepieces have become some sort of lifestyle symbol for urban hyphenates who’ve arrived, multi-faceted individuals who conquer the work world while wanting to live everyday like it were Friday. You’ll see Sevenfriday’s styles adorn the wrists of boardroom leaders, level up the casual clique, and even grace the intimate corners of the speakeasy circuit.
To accommodate the stream of steady new members of the Sevenfriday club, Sevenfriday Manila opens the doors of its first solo boutique at the Promenade 2 in the Greenhills Shopping Complex. The store bellies the same industrial chic vibe of its timepieces, and it showcases all the unique and fresh designs of Sevenfriday. This 2014 foresees the opening of a couple of more Sevenfriday stores in key cities around the metro. It seems that Filipinos are latching on to the Sevenfriday philosophy ever so fondly—and why not? If we could all have Friday seven days a week, why wouldn’t we want that?  

 The Sevenfriday is exclusively available in select boutiques in Manila, with free nationwide shipping for order outside of Manila. For inquiries, please email sevenfridaymanila@gmail.com

Follow @sevenfriday_manila for updates.

Too bad I wasn't able to attend their official party launch at Black Market in Makati. The founder, Dan Niederer, was there along with top personalities such as Ornussa Cadness, Jeron Teng, Chef Laudico, Laureen Uy, Anton Del Rosario, Rhian Ramos, and Senator Chiz Escudero. They definitely embody the Sevenfriday brand and philosophy.


  1. Seemed like a cool event! I wanted to go (I got an invite) but I've been so busy lately.. I would've wanted to see Ornussa in person!