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A new name to know: SevenFriday watches

A new name to know: SevenFriday watches

The unlikely collectors item

Image: SevenFriday

Mass market mechanical movements from Miyota, relatively low prices, simple materials and a lack of any pretence or heritage do not normally feature on the ingredient list for a luxury brand...

What is it about SevenFriday watches that has caught the eye of so many collectors of late? They aren't exactly fine and rare pieces, yet the talk of the horology industry has zoned in on the Zurich-based brand.

Experts state that it's simply a combination of genuinely good value and a price that is high enough to be taken seriously, at around Dhs5,000, but low enough for collectors who are used to spending ten times that on a chronograph to treat as an impulse-buy.

The value element is achieved by keeping production in China using Miyota movements and cases and dials from the handful of high-quality producers there that SevenFriday founder, Daniel Niederer, came into contact with during a decade distributing watches in the Far East. Apparently it's commonplace that several Swiss brands use Chinese-made components within the limits allowed by the Swiss Made rules...

Discover SevenFriday below, now: