The vibrant vibe of SEVENFRIDAY has nicely settled into the equally vivacious city of Mumbai! The brand has put its stamp on the city with a new space, refreshingly different from standard retail spaces. It is located in the heritage district of Flora Fountain and Fort, quite near the iconic Bombay Stock Exchange. Watches, eyewear, apparel and bracelets from the brand will be on display here. The full range of products from the global lifestyle brand are sure to appeal to a discerning clientele.
SEVENFRIDAY designs, manufactures and sells industrial inspired watches, bracelets and sunglasses. The SEVENFRIDAY space fits the brief for all its global outlets. In short, it is a space for like minded people, energized by the wonder of design, to hangout.
The brand is spearheaded by CEO & founder, Daniel Niederer, who after spending 15 years in the business of luxury watches decided to launch his own brand.
Karishma Karer chats with the SEVENFRIDAY CEO Daniel Niederer about the way forward…
What does SEVENFRIDAY stand for?
We have been true to the strategy and the philosophy that we had at the beginning. We still want to be the odd one out. We still want to be the black sheep. We still want to think differently and define ourselves by our own standards rather than the industry standards. We also constantly remind ourselves that we are not just a watch brand. We are an attitude…and a lifestyle, and just happened to make watches first! The second product we designed were bracelets. These speak the same design language and take the shapes and references from the watches, an industrial approach. We have also launched sunglasses, but are going into opticals soon, so we would have an entire range of eyewear. And, this is surely not the end of it! We like to design the things we like! There are many products that we want to look at. What remains constant though is that we want our identity stamped on the design- the angles, the complexities, the materials and so on. There are many things that we enjoy doing! That is what SEVENFRIDAY stands for.
What’s so cool about your sunglasses?
There is a strong recognition element here. Then there is the metal frame around them that adds more value and gives it a clear industrial look. The round ones are inspired by the North Pole expeditions. They are quite robust.
For us it is always important to work with local partners. This is the only way you can connect and be relevant. Secondly, we always will work with retailers. At the same time, we want to expand on our space concept. That is the best way to communicate what SEVENFRIDAY stands for. People have to experience what we stand for.
Well, the mantra is that every day is Friday, a fun day! The philosophy and the reason behind starting the brand is this, to put it in a modern way. A traditional way of saying the same thing would be “Carpe Diem” or “seize the day”! Fridays are a symbol of positivity and enjoyment. Why do we suffer through the week just to enjoy the weekend? It does not make sense.
Are you making market specific watches?
We have a limited production for our collection. Every market wants a special edition. We scale it down a bit, but we do pieces inspired by certain markets and countries, but then we launch it globally. We have a Mexican and Japanese inspired one.
Well, in the M Series we had the possibility of engraving in one of the editions. But I believe that the moment I buy from a brand and start customising the product, it is my style and the not the brand’s!
Are you doing something specifically for women?
We have planned something for next year which is a lot more feminine. The customer will be the judge!
Any specific plans for India?
We are going to expand the retail network to 40 from 28. We have a healthy cooperation with our partner and are eager to see how the space will do. We will focus on communicating the philosophy, rather than pushing sales. If people can understand and appreciate what we stand for, then we win!
SEVENFRIDAY has carved out a special niche for itself by focusing on the intricate link between the brand philosophy and the products. Ultimately, it is not about a specific object, but a lifestyle that the customer sees through it!