Review: SEVENFRIDAY V-Series

Guest Article: Robin Lim

I can still vividly recall the first time when I came across a SevenFriday watch. It was during the early 2013, and it happened when I was waiting for my dinner to be served at a local tze char store. To cut the long story short, I was fiddling with my smartphone and I saw a local collector who shared his latest “incoming”: an intriguing looking SevenFriday P1-1.

Sure enough, I was rather distracted throughout my dinner. I couldn’t stop thinking about the watch. It was practically love at first sight. There was something about the SevenFriday watch that kept bothering me, and I couldn’t fathom what it was. Perhaps it was the unconventional TV Screen case? Or was it the unorthodox and unique dial layout? I don’t know, but I was determined to find out more about the brand. And of course, it culminated with me purchasing the P2-2 a few months later (which, by the way, was traded for something else subsequently).

Sevenfriday P2-2, courtesy of Acejewel
Sevenfriday P2-2, photo courtesy of

Fast forward a couple of years later, the brand had grown by major leaps and bounds. It was surreal, considering this is a startup that is less than half a decade old. Following the P-Series, SevenFriday went on and launched the much toned-down M-Series. The M-Series follows its predecessor by adopting the TV-Screen case, but it features a much aesthetically simpler jumping hours mechanism.

But I have digressed too much. Let us move on to our focus for today: the V-Series. The V-Series is the latest novelty from SevenFriday, and we had the opportunity to have a hands-on session with it during its launch party at Club Kyo. To top it off, we were introduced to the timepiece by Mr Daniel Niederer himself, the founder of SevenFriday. So, what are our thoughts on the V-Series? Well, let’s find out!

From left to right, the P series, V series and M series. The V series is the latest in the collection.

When I first saw the V-Series, I was rather impressed. While some of us have already seen pictures of the V-Series on the various social media outlets prior to this, but seeing the watch in person evoked some rather different emotions. I, for instance, was simply blown away by the watch. It was akin to the feelings and sentiments that I had when I first saw the P-Series. To be frank, I was a little disappointed with the M-Series, as it was a little too plain for a SevenFriday watch. But the V-Series did it just right for me, in terms of aesthetics. It features a complex and stylish industrial-based design, which we thought makes the watch rather appealing.

The affordable tool watch? V1 on the wrist
The V2 on a brown calf leather strap. The dial indices are coloured with an alluring gold tone.

One of the greatest highlights about the V-Series, apart from its new case design, would be its dial. The watch features a disruptive dial, with a rotatable disc in the middle. Well, so how do we read the time when the dial only shows up to 4 o’clock? First, we shall take a look at the rotatable disc. From the picture above, we can see that the “8+” portion of the rotatable disc is within the arc of the disruptive disc, so we add 8 hours to the position in which it is pointing. In this case, it would indicate that it is around 8 o’clock, turning to 9 in a few minutes. The same concept applies for the seconds’ indicator as well. The minute hand, however, follows the conventional method of telling time.

So, from the above example, the time that is indicated on the watch is 8:53:15AM (with the aid of the day/ night indicator). It may take some time for the user to get used to this concept of telling time, but it is certainly rather novel and engaging. Daniel calls this “visual complications”, and he thought that this beats watches that incorporate seldom-used complications such as the chronograph or the moonphase into the watch.

2015-11-02 15.01.17
Daniel Niederer, founder of Sevenfriday in conversation with our writer Robin Lim.

Besides that, another intriguing feature of the V-Series would be the NFC (Near Field Communication) chip. The use of the NFC chip, as shared by Daniel, is an initiative by SevenFriday to counter counterfeit watches in the market. It was not an easy process, as we were told. This is because the guys have to overcome the interference in frequency that was caused by the stainless steel case that comes in between the chip and the scanning device.

The NFC chip is hidden behind the globe disc. Its primary function is to test the authenticity of the watch.

Furthermore, the watch also features a patent pending fast strap change (FSC) system. The system features two spring loaded button, in which it can be found at the left side of the watch case (where the two arrows are pointing). The mechanism works by using a pointy object to poke the button, in which the watch strap will be released subsequently.

Now, let us move on to the technical bits of the watch. The SevenFriday V-Series is powered by the robust Miyota 82S7, a self-winding movement that features a decent power reserve of approximately 40 hours. Not only is the watch capable of displaying time, but it also features a day/ night indicator as well. Notably, this is the same movement that powers the P-Series watches, as well as a list of other microbrand timepieces.

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The V-3 #sevenfriday

A post shared by Chester (@ponderingsteward) on

Overall, I thought that the SevenFriday V-Series is a rather conversational and refreshing timepiece. It looks rather stylish, and the finishing seems pretty decent as well. This pretty much aligns with Daniel’s vision and values for the brand, in which he shared that he wishes to manufacture watches that are unique from what the others are doing. He also added that he does not want SevenFriday to focus solely on watches, but rather, he envisions SevenFriday to become a lifestyle brand. This, interestingly, includes a SevenFriday Café that is currently in the works. This is definitely something to look forward to, and we will definitely keep our eyes peeled on SevenFriday and their future endeavors.

The SevenFriday V-Series comes in two variants currently (a third variant is in the prototype phase), and it is priced at $1,778 with GST.

Sevenfriday Watches are available at all Red Army Watches (Millenia Walk, Wisma Atria, ATRIX) and Krasnaya outlets.

Authorised Dealers: Red Army Watches

Millenia Walk #01-78

Wisma Atria #03-02

ATRIX #06-06

Krasnaya – The Watch Art Gallery

ION Orchard #B3-03


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