SEVENFRIDAY

A lifestyle brand through and through, SEVENFRIDAY is all about an unconventional approach to watchmaking. Fusing expert craftsmanship and sophisticated design with the latest in tech-integration.
The young brand caters to the dreams, pursuits and lifestyle of its audience, categorizing it’s design aesthetic into three very distinct universes: Industrial Essence, shining stainless steel accents and modern machinery, Industrial Revolution, copper and brass colors from the 19^th century, and Industrial Engines, black and bold and things that GO!

So, where did it all begin?
Having worked in the luxury industry throughout Australia and Asia, watches, fashion and most notably lifestyle have always been a passion of mine. As I am a firm believer in showing rather than telling, I had the urge to create something new back in 2012. I decided to establish a brand focused on lifestyle, giving off an image that motivates people to live their passions and enjoy every single day.

Tell us about the design process. What really goes into each SEVENFRIDAY creation?
Our design process takes 18 months from the concept to consumer. Personally, the process is the why I started SEVENFRIDAY – doing what you love, living your passion, #liveSEVENFRIDAY. We look for things that we like; collaborators that we love to draw inspiration for the next SEVENFRIDAY product. The key is inspiration from industrial designs. We play with different materials, new complications (ways to tell time), and shapes and design that surprise and delight. These are the moments that push me the most. For me, each product design is an opportunity to further define the vision for the SEVENFRIDAY brand.

Tell us a little bit more about each of the different series, what sets them apart in terms of design and craftsmanship?
The shape of the watch case will reveal the series but if you look further into the colors, the materials and the details, you can recognize to which universe it belongs.
P-SERIES: The P-Series has an iconic square shape with rounded edges. We didn’t set out to make a square shape watch, we set out to make a watch that was different; we set out to be different and the P-Series was the result.
M-SERIES: With the M-Series, we wanted to see how far we could push our own design aesthetic.  We took the already popular square shape, put the wheel on the left side and we used discs instead of hour and minute hands to read the time. The outer disc tells the hour, the middle disc, the minute and the center disc tells the seconds.
V-SERIES: In 2015 we looked at what a “classic” watch would look like for SEVENFRIDAY. The round squared result is the  box with with  edges. And to have a little fun, we made up a new complication: the additioner principle. You add 0, 4 or 8 to read the hour when it is positioned at the numbers 0 through 4.
Q-SERIES: Building on the  rounded shaped case and the idea of separating hours, minutes and seconds onto separate dials, the Q-Series came to life. The hour is read by decentralized ring and central hand reads the minutes. The Q-Series is inspired by: music, travel and engines.
S-SERIES: Our latest series reprises the P-Series’ rounded square. We had a big focus on the animation rings and their materials took inspiration from clean technologies, industrial valves and engine blocks to represent each universe. Recyclable nylon, antique brass and hard rubber each take inspiration from each universe.

Why did you decide to launch the SEVENFRIDAY app?
It’s two-fold. First off, we launched the app to give back to the community, making it easier for fans of the brand to engage, find each other and celebrate living their passion. We’re launching SEVENFRIDAY Spaces around the world, so it made sense to have a virtual hub for the community to interact and reference. The second part is, combatting fakes. SEVENFRIDAY fans expect a lot from SEVENFRIDAY and we want to be sure that no matter where they buy a SEVENFRIDAY watch: a Space, retailer, or online, their purchase is authentic SEVENFRIDAY.  The App allows authentication when the case back is scanned and the unique numbered serial number is verified.

What are some of the coolest features?
All our current collection of watches have an NFC chip embedded in their caseback.  Using the SEVENFRIDAY app you can use the NFC chip to scan your watch and register it. We can’t give any more details just now but we’re listening to the community and building with their needs at the core.

You  have  done  a  lot  of  different  things  over  the  past  few  years,  for  example the #SEVENFRIDAYTour. Why is it so important to branch out and do these things?
We want to take advantage of all the possibilities to engage with the SEVENFRIDAY community. Besides the SEVENFRIDAY Tour we also organize a yearly event called the SEVENFRIDAY Games, to enjoy a good time with partners and friends of the brand, build and strengthen relationships and literally #liveSEVENFRIDAY. Each year we choose a different location to create a true SEVENFRIDAY experience. We want to travel the world together with our friends and bridge between cultures.

What would you do if you could freeze time and/or turn back time?
Carpe Diem, seize the day and #liveSEVENFRIDAY is my motto every single day. If I had the possibility to turn back time, I wouldn’t change a single thing. If you ask me to freeze the time, I would inhale the positive vibes and energy that surrounds me even more. The fun I enjoy, the passions I live and the moments I cherish.