SevenFriday, The Muscle Theory & Man Machine with Daniel Niederer

SevenFriday, a Zurich (Switzerland) based company, was officially founded in May 2012 by Daniel Niederer, though he had already been working on product and brand development for more than a year and a half prior to the official launch. The company started with three models P1, P2 and P3, which uses different materials but on the same design.

I get to know about SevenFriday from my colleague where they have very personalized and colorful watches. I thought it was a great opportunity that I was given a chance to meet Daniel upclose. It was a lovely night where I came along with my partner (which I have RSVP-ed for him with permission), however, he was being brushed away from the upclose session because he wasn’t part of the media which I was unaware of such arrangement. Understand that this is an exclusive invite, nevertheless it would be better if I was informed prior. Oh well, let’s get back to Daniel.

Seven Fridays - Daniel Niederer

Daniel Niederer founded SevenFriday in May 2012. Why SevenFriday? An euphemism for the daily trudge of work from 9:00am to 5:00pm. He had been working with numerous organizations for such a long time and just grew tired of it. Therefore, he went ahead and created something that he can work for his own passion, hence SevenFridays. Also, sharing with us that night are the new release watches.

Seven Fridays 059 350

The P3 BB “Big Block” released with only 350 units inspired by the punch American muscle cars back in 1960s. In it’s core sets SevenFridays’ss go-to Japanese automatic Miyota 82S7 movement, an open balance wheel which is visible through the anti-reflective mineral glass of the dial face that is encased in a polished stainless stell case with black PVD coating on the inner part of the bezel.

Composed with lightweight eloxed black matt aluminium with eloxed red block inserts gives a lively animation ring. The complex black and red interface consisting of five separate layers and 20 applied parts including 12 silver applied indexes with white Super Luminova. Two disk provides separate 24-hours and second indicators that are functional even as they enhance the aesthetic appeal of the watch.

A finishing touch of black leather strap with padding inspired by the sporty car seats from aforementioned muscle cars. SevenFriday P3-BB retails for MYR5,388.00.

Seven Fridays M2-2

The latest M-Series addition boast dressed-up rose gold touches, inspired by factpry machinery during the industrial revolution made of copper and cast iron. Like it’s predecessors, the M2-2 is duty bound to tell the time without hour, minute and second hands. Instead, it has seven layer interface with 11 applied parts that allow three customised dish to soldier independently.

Hollowed by a CNC (Computer Numerical Control) machines and the minute plate has an intricate deep stamped pattern with borders of a rose gold decor plate. Powered by an automatic Miyota 8215 movement that has a 40-hour power reserve, the open balance wheel is concealed beneath. The same squircle stainless steel  case with rose gold PVD treatment along the edges and the identification plate at 3 o’clock position. Rose gold also lines the dark grey mirrored bezel eventually accentuates the sandblasted animation ring.

Paired with brown calf suede leather strap that is a subtly pared down feature, making it suits both immaculately tailored and irressistibly suave mechanical engineer. SevenFriday M2-2 retails for MYR6,499.00

Seven Fridays Collection

Further more of SevenFriday collection was displayed in a bar which hardly to be noticed as it was placed at the very dark end and behind the snooker table. The recent release watches comes with neat irresistible tailored details of how ones would read a watch.

SevenFriday is exclusively available at Red Army Watches in Pavilion KL, Tropicana City Mall , One Utama Shopping Centre , Dapper & Gentry – Gateway@KLIA2 , Yee Wah Hing – Bangsar Shopping Center, Hing’s Watch – Jaya Shopping Center , TaiHing Watch – Johor and  Madison-  Bangsar Village II.


Traclyn Yeoh
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A Malaysian beauty blogger expressing her views on beauty and life's other superficial aspects. Not to mention, beauty tutorials to appease the die-hard beauty junkies.

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