Soner

Brand vibe

A one-idea brand executed with sharp aplomb: every watch is rectangular, and every rectangle is a small argument against sameness. This venture was apparently started in 2016 by Freddie Palmgren after nearly a decade of asking why every "real" watch in the store looked like every other one (you might feel that way browsing some tabs in the Atlas, even). The Kungsbacka studio has grown into what may be the only house on earth built solely around the shape. Art Deco, sunburst, a small and personal operation. In a few forum posts, customers say Freddie emails new customers himself, backs each watch with a TEN-YEAR warranty, and has written two books on rectangular horology in his spare time. Gotta love the conviction.