Striking and unconventional, SevenFriday watches aren’t for the faint of heart. If your taste leans toward minimalist timepieces, these may not be for you. But if you're drawn to bold, industrial aesthetics rooted in retro-futurism, you’re in for a treat—and might just find yourself part of a global community of like-minded enthusiasts.

Founded in Zurich, SevenFriday began as a watch company and has since evolved into a full-fledged lifestyle brand offering apparel, eyewear, and accessories. The brand promotes a philosophy of living every day like it’s Friday—embracing positivity, authenticity, and a life well-lived.

“We wanted to create a brand that conveys a life attitude—sincerity, positivity, inclusivity, and respect—within an environment where we feel free to enjoy what we do and surround ourselves with people we like,” said founder Dan Niederer.

During a recent visit to the Philippines, Dan gathered with members of the media, tastemakers, and watch enthusiasts to share insights into the brand and the thriving community that surrounds it—one that questions convention and celebrates originality.

“We were one of the first ‘watch brands’ on Instagram and wanted to be a company that interacted with people without boundaries,” Dan explained.

Guided by the principle of “enjoying the now,” Dan and his team, including co-founder Arnaud Duval, embrace challenges as fuel to keep their passion alive.

“As with any sustainable brand, we have to be conscious about continuously evolving while maintaining our core values,” he said. “Of course, we have products that are favorites, such as the M2 and the first P-Series, but our market is so vast and varied that it is our duty to be as creative and as diverse with what we put out there.”

When asked about his personal favorites, Dan named two standout models. First, the M2/05, featuring a 316L stainless steel case and a multilayer dial with a seven-layer minute plate and deep-stamped pattern, surrounded by a décor plate engraved with the bold statement: Action Talks Bullsh*t Walks.

His second pick was the ME/01M, which he wore during the event. This model showcases a bezel with grooved lines filled with blue Berlac lacquer. The top domed part of the bezel is horizontally satin-finished, engraved with the SevenFriday logo at the center. Its dial features a five-layer construction, with a middle layer of polished rhodium cutouts and triangular pointers at 12H and 9H—both filled with matte white paint. The top layer is horizontally brushed rhodium, with blue lacquered accents for contrast.

Among the models on display that evening, the ME/01M with a Milanese stainless steel strap stood out for its sleek design and blend of nostalgic charm with futuristic flair.