SEVENFRIDAY, established in 2012 in Switzerland, rapidly gained recognition for its unconventional approach to watch design. The brand's philosophy centers around challenging traditional norms and embracing industrial-inspired aesthetics. This has resulted in timepieces that often feature bold, architectural cases, multi-layered dials, and a distinctive visual language that stands apart from the more conventional styles seen in the luxury watch market. SEVENFRIDAY's creations are not merely instruments for telling time; they're intended as statements of individuality, appealing to those who appreciate design that pushes boundaries. Over the years the watch company has developed a niche but very strong following of collectors who appreciate the designs.
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Sevenfriday PE-Series introduces two new models: the PE1/01 and the PE1/01 M. These watches embody a design concept that SEVENFRIDAY describes as "retro-futurism," blending elements of brutalist architecture and aerodynamic design. The inspiration draws from industrial heritage, incorporating visual cues reminiscent of classic audio speakers and the intricate details of hard disk drives. The "MAYA" principle – Most Advanced, Yet Acceptable – is core to the design, balancing innovative features with a sense of familiarity, ensuring the watches are both cutting-edge and approachable.
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The dials of the PE-Series watches are constructed with four distinct layers, each contributing to the watch's depth and visual complexity. The innermost layer is a black, sloped plate with a soft-touch finish, featuring a high-relief logo and a circular line detail. This is surrounded by an outer ring in galvanic gunmetal, combining polished and sunray-brushed finishes. A marker at the 9 o'clock position is outlined in galvanic black opalin and filled with glossy white. The base plate, in black galvanic sandblasted finish, is partially covered by a central plate with a Rhodium finish, brushed at a 45-degree angle. An opening on the 9 o'clock side, at a 65-degree angle, adds another layer of visual interest.
The time display on the PE-Series watches is unique. The hours are indicated by a disc in galvanic black Opalin, with relief-printed glossy white numbers and tracks. The minute hand is crafted from fine sandblasted Rhodium, detailed with matte black accents and a luminous white pointer. The second hand continues the Rhodium theme, also fine sandblasted, with a matte black circle at its center. This configuration of discs and hands provides a dynamic and unconventional way of reading the time.
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The case of the PE-Series watches measures 44.5mm from the 3 o'clock to the 9 o'clock position and 44mm from 12 o'clock to 6 o'clock, with a thickness of 12.55mm. This substantial size, combined with the rounded, aerodynamic shape, gives the watch a strong presence on the wrist. The case is constructed from three pieces of stainless steel. A grooved line on the bezel is filled with matte black Berlac lacquer, adding a subtle yet impactful detail. The top domed part of the case features a horizontal satin finish, while the main body of the case and bezel are polished, with the inner bezel showcasing a sunray brushed finish.
Protecting the intricate dial is a sapphire crystal, known for its scratch resistance. The crystal is treated with an anti-reflective coating on its underside, ensuring optimal legibility in various lighting conditions. This practical feature enhances the viewing experience, allowing the wearer to fully appreciate the dial's multi-layered design.
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Turning the watch over, the caseback is a combination of polished and sunray brushed finishes. A notable feature is the polycarbonate chip that covers an NFC chip. This NFC chip enables connectivity with the SEVENFRIDAY App, available for both iOS and Android devices. This integration allows for secure authentication and registration of the watch.
The PE-Series watches are powered by the automatic TMI NH35 movement, a reliable workhorse made in Japan. This movement provides a power reserve of 41 hours, ensuring the watch will continue running for a reasonable period even when not worn. The NH35 is known for its robustness and accuracy, making it a fitting choice for a watch designed for everyday wear.
The PE1/01 model is paired with a black genuine calf leather strap. The strap features black stitching and is stamped with the SEVENFRIDAY name on the back. It is secured with a stainless steel butterfly clasp, engraved with the SEVENFRIDAY logo. This clasp design provides a secure and comfortable fit, while also adding a touch of refinement.
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The PE1/01 M, on the other hand, comes with a stainless steel Milanese bracelet. This mesh-style bracelet offers a different aesthetic, lending the watch a more robust and slightly more formal appearance. The bracelet is equipped with a stainless steel sliding buckle, also engraved with the SEVENFRIDAY logo. The choice between the leather strap and the Milanese bracelet allows for personal preference in style and comfort.
The construction of the case is water resistance to 5ATM. This degree of water resistance makes the watch suitable for everyday activities, including brief submersion, but it is not intended for diving or extended exposure to water.
The three-hand display, with the addition of a date function, provides essential timekeeping information in a clear and concise manner. The date complication adds a layer of practicality to the watch, making it suitable for daily use.
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The PE-Series watches represent a continuation of SEVENFRIDAY's commitment to pushing the boundaries of conventional watch design. These timepieces are not simply about telling time; they are about making a statement. The bold aesthetics, combined with the reliable Japanese movement and practical features, make these watches appealing to those who appreciate unique design. The watches' design philosophy of retro-futurism will attract wearers looking for something different. It strikes a chord with those who appreciate the industrial aesthetic, with its raw and robust elements, and it does so without sacrificing the wearability and practicality of a daily timepiece.
The PE1/01, with the leather strap, is priced at USD 1,150.00. The PE1/01 M, with the Milanese bracelet, is slightly higher at USD 1,170.00. These prices position the watches within the accessible luxury segment, offering a unique design and reliable mechanics.
Case: 44.5mm (3H-9H) x 44mm (12H-6H). Thickness: 12.55mm. Three-piece construction. 5ATM water resistance. Stainless steel. Bezel with grooved line, Matt Black Berlac lacquer. Top domed part horizontally satined. Polished case, sunray brushed inner bezel.
Movement: Automatic TMI NH35, made in Japan. 41 hours power reserve. 3 Hands/Date.
Dial: 4 layers construction. Black inner sloped soft touch finishing plate. High relief logo, circle line. Outer ring in galvanic gunmetal, polished/sunray brushed. 9h marker outlined in galvanic black opalin, glossy white filling. Black galvanic sandblasted base plate. Central plate in Rhodium finishing (45º brushed). Opening on the 9h side (65º angle). Hour: Disc, Galvanic black Opalin, relief printed glossy white numbers/tracks. Minute: Hand, Fine sandblasted Rhodium, matt black details, luminous white pointer. Second: Hand, fine sandblasted rhodium, matt black circle.
Strap: PE1/01: Black Genuine calf leather, black stitching, stamped SEVENFRIDAY. Stainless Steel butterfly clasp, engraved SEVENFRIDAY logo. PE1/01M: Stainless steel Milanese bracelet. Stainless Steel sliding buckle, engraved SEVENFRIDAY logo. 26 to 22mm (Width).
Price: PE1/01 (Strap): USD 1,150.00. PE1/01 M (Bracelet): USD 1,170.00.
Reference Number: PE1/01, PE1/01 M
Notes: Features a polycarbonate chip covering an NFC chip. Connects to the SEVENFRIDAY App (iOS & Android) for secured authentication and registration. One screw allowing the access for stem removal.