SEVENFRIDAY PE2/01

Swiss lifestyle brand Sevenfriday introduces the PE2/01, marking a significant step within its recently launched ME- and PE-Series collection. This new timepiece represents a focused exploration of retro-futuristic design, presented through a distinctive palette of rich browns and coffee tones. The PE2/01 reinterprets familiar brand elements within a more structured and streamlined framework, showcasing SEVENFRIDAY's evolving vision while retaining the core identity that has set the brand apart since its inception. It serves as a tangible example of the company's direction, blending established characteristics with a refined aesthetic sensibility that feels both new and inherently SEVENFRIDAY.

Before delving into the specifics of the PE2/01, understanding the context of the SEVENFRIDAY brand itself is useful. Founded on a principle of living every day with enthusiasm, SEVENFRIDAY has consistently challenged traditional watchmaking norms. The brand carved its niche by creating timepieces, eyewear, and accessories heavily influenced by industrial design motifs – machines, engines, tools, and architecture. It cultivated a global following not just through its products, but by fostering a community centered around shared values of innovation, distinctive design, and building connections. This ethos extends to integrating modern technology, like the NFC authentication found in the PE2/01, aiming for a seamless blend of physical craftsmanship and digital interaction, reinforcing commitments to authenticity and forward-thinking experiences.



The design language of the PE2/01 is explicitly termed "retro-futuristic." This concept involves drawing inspiration from past visions of the future, often characterized by bold forms, industrial textures, and a certain optimism about technology, viewed through a modern lens. For the PE2/01, this translates into taking the established SEVENFRIDAY cushion case shape and filtering it through this retro-futuristic perspective, resulting in a cleaner, more organized look compared to some of the brand's earlier, more overtly industrial or mechanical-inspired pieces. It embodies the MAYA principle – 'Most Advanced, Yet Acceptable' – suggesting a design that pushes boundaries but remains grounded and relatable, balancing innovative ideas with a comforting sense of the familiar.

Further refining its aesthetic direction, the PE2/01 draws from specific, evocative sources. The brand describes a meeting point between brutalism and aerodynamism. Brutalism, known for its raw, monolithic, and often geometric forms found in mid-20th-century architecture, lends an impression of solidity and strength. This is juxtaposed with aerodynamism, suggesting smoother, flowing lines and a sense of efficient movement. This blend is inspired by the unrefined beauty of industrial heritage sites and machinery. More concretely, elements on the dial are designed to evoke the visual textures of classic speaker grilles or the spinning platters of a hard disk drive, grounding the abstract concepts in tangible, relatable industrial objects from the recent past.

The foundation of the PE2/01 is its distinctive case. Crafted from stainless steel, it retains the brand's recognizable cushion shape but introduces softer, more rounded contours consistent with the aerodynamic aspect of its design philosophy. The dimensions measure 44.5mm across (from the 3 o'clock to 9 o'clock positions) and 44mm vertically (from 12 o'clock to 6 o'clock), with a thickness of 12.55mm. A key visual element is the Coffee Brown PVD (Physical Vapor Deposition) treatment applied to the steel, giving it a deep, warm hue. This finish is complemented by a variety of surface treatments across the three-piece case construction: the top domed section features horizontal satin brushing, while the case sides and the main bezel surface are polished, offering a contrast in light reflection.

Adding intricate detail to the case structure is the bezel. While the main surface is polished, it features a distinct grooved line running along its circumference. This groove is meticulously filled with Matt Black Berlac lacquer, creating a sharp, contrasting line against the polished steel and the Coffee Brown PVD of the case body. This detail breaks up the uniformity of the bezel, adding a subtle layer of visual complexity and reinforcing the structured, organized aesthetic. Furthermore, the inner angled surface of the bezel, sloping down towards the dial, is finished with sunray brushing, catching the light in a dynamic pattern that contrasts with the polished flat top and the matte black groove.



The dial of the PE2/01 is a complex assembly, constructed in four distinct layers to create significant visual depth and texture. The uppermost layer visible around the periphery is a black inner sloped plate with a soft-touch finish. This component features a high-relief SEVENFRIDAY logo and a circular line, providing subtle branding and framing the central time-telling elements. The soft-touch finish offers a tactile quality that contrasts with the metallic elements elsewhere on the watch, enhancing the multi-sensory appeal of the design and contributing to the overall layered effect.

Moving inwards, the next layer is an outer ring rendered in galvanic brown. This ring exhibits both polished and sunray brushed sections, adding further interplay of light and texture. It serves as a visual bridge between the outer black flange and the central dial components. Positioned prominently on this ring, the 9 o'clock marker stands out. It is outlined in galvanic black opalin, providing a crisp definition, and then filled with a solid beige color. This marker acts as a key reference point on the dial, its contrasting colors ensuring clear visibility against the brown background.

Beneath these layers lies the base plate of the dial, finished in black galvanic sandblasting. This provides a dark, textured foundation that enhances the perception of depth. Covering a significant portion of this base is a central plate, treated with the same brown PVD finish seen on the case. This central plate features a distinct 45-degree brushed pattern, creating a directional texture reminiscent of spun metal surfaces, directly referencing the hard disk drive inspiration mentioned by the brand. An interesting feature is the opening on the 9 o'clock side of this central plate, cut at a 65-degree angle, offering a glimpse into the underlying layers and adding an asymmetric point of interest.

Time indication on the PE2/01 deviates from traditional hands for the hour display. Instead, it utilizes a rotating disc system. The hour disc is finished in galvanic black opalin, matching the outline of the 9 o'clock marker. Upon this disc, the hour numerals (1 through 12) and intervening track markers are relief-printed in a glossy beige color. This means the numbers and markers are slightly raised from the surface of the disc, adding another layer of dimensionality. As time progresses, this disc rotates, aligning the current hour numeral with a fixed indicator point on the dial.

While the hour relies on a disc, the minutes are indicated by a more conventional, centrally mounted hand. This minute hand is crafted with a fine sandblasted brown finish, harmonizing with the brown PVD elements of the dial and case. Matt black details are applied to the hand for contrast and definition. Crucially, the pointer section of the minute hand is filled with a luminous beige material. This ensures that the minutes can be read easily in low-light conditions, complementing the non-luminous hour disc system. The combination of disc and hand offers a unique time-reading experience characteristic of SEVENFRIDAY.



Completing the time-telling functions is the date display. Similar to the hour indication, the date is shown via a rotating disc rather than a traditional window cutout revealing a standard date wheel. This disc is rendered in white opalin, providing a bright contrast to the surrounding darker dial elements. The date numerals (1 through 31) are relief-printed in glossy black, again adding a subtle three-dimensional effect. This date disc is visible through an aperture integrated into the multi-layered dial structure, likely positioned for balance and legibility within the overall design scheme.

Synthesizing these elements, the dial presents a rich tapestry of colors, textures, and layers. The interplay between the Coffee Brown PVD, galvanic brown, matte black, sandblasted black, beige, and white creates a warm yet sophisticated color scheme. The various finishes – soft-touch, polished, sunray brushed, sandblasted, 45-degree brushed, and opalin – interact with light in complex ways, giving the watch face a dynamic quality. The layered construction provides genuine physical depth, while the unique hour disc and relief-printed numerals add unconventional details. Despite the complexity, the overall impression aligns with the stated goal of a more organized and streamlined aesthetic compared to some previous SEVENFRIDAY models.

Protecting this intricate dial assembly is a piece of sapphire glass. Chosen for its superior scratch resistance compared to mineral glass, sapphire ensures that the watch face remains clear and largely unmarred through daily wear. An anti-reflective coating is applied to the underside of the crystal. This placement protects the coating from being scratched off while effectively reducing glare and reflections, significantly enhancing the legibility of the dial details, especially under bright lighting conditions where reflections could otherwise obscure the view.

Powering the PE2/01 is the TMI NH35 automatic movement, manufactured by a subsidiary of Seiko in Japan. This calibre is well-regarded in the industry for its reliability and robustness, making it a popular choice for watches in this category. It is an automatic, or self-winding, movement, meaning it derives energy from the natural motion of the wearer's wrist via a rotating oscillating weight (rotor), eliminating the need for manual winding if worn regularly or kept on a winder. The NH35 provides three-hand timekeeping (though SEVENFRIDAY uses a disc for the hour) and a date function. It offers a practical power reserve of approximately 41 hours when fully wound.



The watch is paired with a strap crafted from brown genuine calf leather, specifically chosen to complement the Coffee Brown PVD treatment of the case and dial elements. The strap features contrasting black stitching running along its edges, adding a subtle visual detail that ties in with the black accents on the case and dial. For branding, the SEVENFRIDAY name is stamped onto the inner lining of the strap. The strap dimensions taper, starting at a width of 26mm at the lugs where it connects to the case, and narrowing down to 22mm at the buckle end, a common practice that enhances wearing comfort.

Securing the strap to the wrist is a stainless steel butterfly clasp. This type of clasp, also known as a deployant clasp, offers several advantages over a traditional pin buckle. It provides a more secure closure, reduces wear and tear on the leather strap as it doesn't need to be bent through a buckle each time, and allows the wearer to pre-set the strap length for a consistent fit. When closed, the mechanism folds neatly, and the clasp itself is engraved with the SEVENFRIDAY logo, providing a final touch of branding on the underside of the wrist.

Turning the watch over reveals the caseback, which continues the aesthetic theme. It features a combination of polished and sunray brushed finishes, mirroring some of the treatments seen on the front of the watch. The caseback is also treated with the same Coffee Brown PVD coating as the main case body, ensuring visual consistency. A notable feature here is the integration of technology: an NFC (Near Field Communication) chip is embedded within the caseback, protected by a polycarbonate cover. A single screw is also visible, which allows service access for stem removal related to the movement.

The embedded NFC chip is a key feature linking the physical PE2/01 to the digital realm. This chip enables the watch to connect with the SEVENFRIDAY mobile application, available for both iOS and Android devices. By scanning the chip with a compatible smartphone, the owner can access features such as secured authentication, verifying the watch's legitimacy and combating counterfeiting. It also allows for registration of the timepiece within the SEVENFRIDAY ecosystem. This integration reflects the brand's strategy of blending traditional watchmaking elements with modern technological capabilities, enhancing the owner experience beyond simple timekeeping.

Regarding practical resilience, the SEVENFRIDAY PE2/01 is rated for water resistance up to 5ATM (Atmospheres). This is equivalent to approximately 50 meters or 165 feet. In real-world terms, this level of water resistance means the watch is protected against everyday occurrences like splashes, rain, and accidental wetting. It might withstand showering, although this is generally not recommended due to potential exposure to soaps and temperature changes. However, 5ATM is not sufficient for activities like swimming, snorkeling, or diving, which require higher pressure resistance ratings.



The PE2/01 represents a deliberate evolution within the SEVENFRIDAY design landscape. As articulated by Co-Founder & CEO Dan Niederer, "This new design chapter gives our iconic cushion shape a different take through the retro-futuristic, organized and clean streamlined filter, compared to our classic industrial inspired range." This statement encapsulates the watch's identity: it retains the core SEVENFRIDAY DNA, particularly the cushion case and unconventional displays, but reinterprets them with a focus on cleaner lines, balanced composition, and the specific thematic blend of retro-futurism, brutalism, and aerodynamism, all unified by the warm coffee and brown color scheme.

For those interested in acquiring this piece of SEVENFRIDAY's evolving collection, the PE2/01 was made available starting March 27, 2025. It is offered through the official SEVENFRIDAY website (www.sevenfriday.com) and its network of authorized retailers worldwide. The recommended retail price is set at USD 1,280, CHF 1,140, or EUR 1,229 (excluding VAT). This positions the watch within the accessible luxury segment, consistent with the brand's typical market placement, offering a distinctive design and integrated technology at a competitive price point relative to other Swiss and design-led watch brands.

Case: Stainless steel case with Coffee Brown PVD treatment. Dimensions: 44.5mm (3H-9H) x 44mm (12H-6H) x 12.55mm thickness. Three-piece construction. Bezel: Polished with grooved line refilled with Matt Black Berlac lacquer, sunray brushed inner bezel. Finishes: Top horizontally satined, polished sides. Caseback: Polished and sunray brushed with Coffee Brown PVD treatment, embedded NFC chip under polycarbonate cover. Crystal: Sapphire glass with anti-reflective coating on the bottom. Water Resistance: 5ATM.

Movement: Automatic TMI NH35, made in Japan. Functions: 3 Hands/Date (Hour Disc, Minute Hand, Date Disc). Power Reserve: 41 hours.

Dial: Four layers construction. Colors: Black, galvanic brown, beige, white. Finishes: Black inner sloped soft touch plate; Galvanic brown outer ring (polished/sunray brushed); Black galvanic sandblasted base plate; Central plate in brown PVD (45º brushed). Hour: Galvanic black Opalin disc, relief printed glossy beige numbers/tracks. Minute: Fine sandblasted brown hand, matt black details, luminous beige pointer. Date: White opalin disc, relief printed glossy black numbers. 9h marker outlined galvanic black opalin, filled beige. Opening on 9h side (65º angle).

Strap: Brown Genuine calf leather strap with black stitching. Stamped SEVENFRIDAY logo on back. Clasp: Stainless Steel butterfly clasp with engraved SEVENFRIDAY logo. Dimensions: 26mm tapering to 22mm width.

Price: USD 1,280 / CHF 1,140 / EUR 1,229 (RRP ex. VAT).

Reference Number: PE2/01

Notes: Features embedded NFC chip for connection with SEVENFRIDAY App (iOS & Android) allowing secured authentication and registration. Retro-futuristic design inspired by brutalism, aerodynamism, classic speakers, and hard disk drives. Part of the ME- and PE-Series collection.