SevenFriday is a microbrand, by definition catering to, or recognised by a niche market. But by leveraging on social media, it has managed to reach out to and engage a far greater audience with its unique take on industrial-chic haute horology. Now, the Zurich-based watchmaker adds colours to its online conversation by introducing three new variants of the P1.
Naturally, the new iterations are inspired by industrial elements. The flame-coloured P1-3, for example, references the popular German manufacturer KUKA, whose industrial robots are often finished in a signature brilliant orange. Likewise, the P1-4 and P1-5 take their respective hues – vibrant blue and subdued green – from the likes of factory floors, commonly seen on tools, containers or machinery. The P1-5, in particular, has additional associations with nature and the environment by virtue of its colouring, and thus has been selected to front local retailer Red Army Watches’ support for Earth Day 2014.
As with its predecessors, the tricoloured P1 timepieces are built on two major elements – the signature squircle (a portmanteau of square and circle) case in stainless steel, and the animated five-layered dial that exposes the mechanics within. It’s this combination of complex construction and sleek futuristic design that makes SevenFriday such an appealing subject on social media. And with the new range of colours, there’s simply more reason for it to be hashtagged.
SevenFriday is retailed exclusively at Red Army Watches and Krasnaya outlets.
Read the full story at Mens’ Folio.