SÖNER WATCHES

SÖNER WATCHES — “The World's Only Rectangular Watch Brand”

SÖNER Watches is an independent Swedish watch brand renowned for its exclusive focus on rectangular timepieces. Founded with a mission to challenge the dominance of traditional round watches, the brand has carved out a unique niche in contemporary watchmaking by creating elegant, Art Deco-inspired rectangular watches that combine Scandinavian design principles with Swiss and Japanese watchmaking technology. The name “SÖNER,” which means “sons” in Swedish, reflects themes of legacy, individuality, and timeless style. Through collections such as Momentum, Amorous, and Legacy, SÖNER has gained international recognition among enthusiasts who appreciate distinctive design and a departure from convention. Today, the brand stands as one of the few watchmakers dedicated entirely to rectangular watches, embodying a philosophy of originality, refinement, and bold self-expression.

Founder – Freddie Palmgren

SÖNER Watches was founded by Freddie Palmgren, a Swedish entrepreneur and watch enthusiast with a passion for unconventional design. Inspired by the rarity and elegance of rectangular watches in a market dominated by round cases, Palmgren set out to create a brand that would exclusively celebrate this distinctive form. His vision was influenced by Art Deco aesthetics, Scandinavian minimalism, and a belief that individuality should be reflected in personal style. Through dedication to quality, design integrity, and customer engagement, he transformed SÖNER from an idea into a globally recognized independent watch brand. Palmgren’s commitment to originality continues to shape every aspect of the company’s identity and product development.

Current CEO – Freddie Palmgren

Freddie Palmgren also serves as the Chief Executive Officer of SÖNER Watches, leading the company’s strategic direction, product innovation, and international growth. Under his leadership, the brand has expanded its presence across multiple markets while maintaining its unique focus on rectangular watchmaking. He remains closely involved in design, branding, and customer experience, ensuring that every SÖNER timepiece reflects the brand’s core values of elegance, individuality, and craftsmanship. Through his entrepreneurial vision, Palmgren continues to position SÖNER Watches as a distinctive and respected name within the independent watchmaking community.