5′ with Daniel Niederer – CEO of Sevenfriday


Getting to know a new watch is something we love, but what if you could discover a bit more about the history of that watch’s brand? Today we’ve spent 5 minutes with Daniel Niederer, CEO of Sevenfriday.

What triggered the creation of your own brand? 

I worked in the industry for many years and started to be frustrated and disappointed with it, maybe also with myself  😉 Since we know that complaining doesn’t make things better, I took action and decided to take things completely into my own hands. I wanted to follow my own belief and my own common sense (I still believe I got one…).

I wanted to create a brand that goes beyond  products and marketing but that does represents an attitude, common sense, honesty and curiosity!

What are the most significant difficulties you encountered? 

Once decided it wasn’t all that difficult, it surly was and is hard work… but if you like your work, it isn’t work anymore. The biggest challenge is to constantly remember our roots and what makes SEVENFRIDAY unique, not to be tempted by opportunistic possibilities for the short term gain. Our most important asset is the integrity of the brand.

Where do you find your inspiration? 

It is a combination of experiences and encounters over time. Traveling and meeting people and cultures is an profound part of what we are.

How do you see the future of the brand? Is there any confidential(ish) information you could disclose to us? 

There aren’t that many secrets, we keep building the brand and its product portfolio. We intend to constantly challenge creativity and quality and to never stop our quest for liveSEVENFRIDAY as it is an ambition, an objective that probably can’t be achieved on a permanent base. But the pursuit of it is part of the enjoyment.

What advice would you like to give to someone willing to follow your path? 

Don’t follow my path but create your own, a follower is never a winner.

Anything else you would like to share with AWDO? 

SEVENFRIDAY is an attitude toward life and I hope for anyone to have the chance to live it, since it is not just about “a brand” but living your passion. LiveSEVENFRIDAY is a mindset, actions instead of words, so as par our motto ‘ Show me don’t tell me’! 😉

Thank you for your time Daniel!

The review of the P3C / 02 Racer is available here.

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