Born with classical mechanical element and surprisingly new modern design, the new Swiss watch brand SEVENFRIDAY founded by Daniel Niederer has made an elegant launch in 12th July 2012. SEVENFRIDAY is a brand from Swiss with Japanese Miyota 82S7 movement. The watches are made with exquisite finishing and very high production quality that meet Swiss brand requirement. SEVENFRIDAY – Every day is Friday, showing a comfortable and relaxing lifestyle. Adopting industrial idea, SEVENFRIDAY introduces the Box and Interface concept. The watches are designed with iconic and pure square shape, making a trendy difference from the traditional watches’ circular shape. Surrounding the stainless steel case is an animation ring made of varied materials and finishing methods across different models, which creates different visual and haptic experiences.