ReviewIn-depth review of the SevenFriday M-Series M2/02

Seven Friday is a brand that is essentially a newcomer to the world of luxury watches. Launched officially in 2012 by Daniel Niederer, the brand epitomises unconventional designs and innovative technology. Inspiring people to “Seize the day”, their philosophy is to ensure that you are happy all seven days of the week and not just on Friday! Since their first launch of the P- Series in 2012, SevenFriday has sold more than 76,000 watches with a range of new collections, namely the M-Series, V-Series and the Q-Series.

There is no denying the fact that in a span of four years, SevenFriday has made a huge mark in the watch industry. The brand epitomizes one of those true success stories that is not commonplace in the watch industry; we all know for a fact that the watch ecosystem is a tough world to break into. Their revolutionary industrial-inspired design is unconventional, modern and doesn’t carry the weight of tradition and history (which has worked tremendously in the brand’s favour). Here is The Watch Guide’s first review on a SevenFriday watch – the iconic SevenFriday M-Series M2/02.

Introducing the SevenFriday M-Series: Design, Style & Inspiration

After the launch of the P-Series collection by SevenFriday, which literally put them on the map, the M-Series was introduced. A product extension of the M-Series collection is the M2/02 which faithfully embodies rich detailing and varied textures. Taking a radical approach, the M-Series collection changed course dramatically by excluding the three-hand structure and opted for a disc system (more on that later). With 2,000 units produced, the rose gold PVD finish SevenFriday M-Series M2/02 has already attained cult status and is not looking back.

The Case: Where the beauty lies in the details

The SevenFriday M-Series M2/02 features a cushion-shaped, 47mm, stainless steel with 5N rose gold PVD treated case. The integrated lugs allow the watch to sit perfectly on the wrist with much comfort. Although inspired by old power measuring tools and turbines like ammeters and radios, the SevenFriday M-Series M2/02 brings out a very robust and futuristic aesthetic appeal.

The minute details like the logo-engraved crown on one side of the case and a 5N rose gold PVD identification plate on the other, clearly add value to the watch. The case back is interesting and narrates a story of its own. It features the unique serial number along with a mini information label that mentions the watch’s dimensions. It also houses a world map wherein the origination of the timepiece’s design and concept, the movement manufacturing location, and the place where the watch was constructed are marked.

One look and you can immediately notice the intelligent use of colours and textures that are integrated into the dial. The sandblasted, dark grey PVD stainless steel animation ring is perfectly synchronised with the dark grey and 5N rose gold highlighted layers. The 7-layered interface is alternately finished in a cast iron grain stamped pattern, opaline, matt and satin. While we would normally expect the glass used in the watch to be sapphire crystal, SevenFriday throws a curve ball by using an anti-reflective mineral glass (which could in a sense work against the brand). However, to be fair, they haven’t just used any other, run-of-the-mill mineral glass, but a specially-hardened domed one that ensures picture perfect clarity and fair protection.

Reading time: How the watch works?

By now you must be wondering how this watch actually tells time? While you may get a little thrown off when you first look at the watch, but understanding how it works is fairly easy. Basically, you need to first understand that the watch has three customised, rotating black discs that house the hours, minutes and the seconds indicators. To read time, you will have to work your way from the outside towards the inner part of the dial. The outer disc houses the hours, the half-open middle disc has the minutes and the inner or central disc is the seconds counter. It is actually as easy as that. Furthermore, a welcome change is the absence of numerals on the seconds counter disc, unlike the previous installations of the M-Series.

Movement: Ensuring precision timekeeping

The SevenFriday M-Series M2/02 is powered by an open balance wheel automatic Japanese Miyota 8215 movement. With an impressive 40H running time, the movement ensures precision timekeeping to around 10 seconds a day, when wound properly. A fairly robust movement, the Miyota 8215 is known not to break down that easily, making it perfect for a watch as modern and sporty as the SevenFriday M-Series M2/02.

While SevenFriday is a true Swiss brand based out of Zurich, the use of a Japanese movement does not allow the M-Series M2/02 to be defined as a “Swiss Made” timepiece.

NFC Compatibility: A necessary security measure for your watch

In an effort to prevent the selling of fake SevenFriday watches, the brand has taken a very unique yet necessary step in creating a procedure, by embedding NFC or Near Field Communication chips on the base of its watches. What does this do? It helps in authenticating the watch with its mobile application: the SevenFriday App. This feature not only helps in securing the customer from purchasing fake watches but will also helps in future after-sales services.

The tech involved is deceptively simple. Evolved from radio frequency identification (RFID) tech, an NFC chip operates as one part of a wireless link. Once it’s activated by another chip, small amounts of data between the two devices can be transferred when held a few centimetres from each other.”– TechRadar

Why should you buy it?

The SevenFriday M-Series M2/02 hits the right notes for a contemporary watch collector with its oversized case and a semi-skeletonised dial. It is one of those watches that offer a high level of quality and finesse at an affordable price point. It is masculine, futuristic and a very distinctive looking watch that deserves a wrist appreciative of its beauty. Perfectly collectable with its numbered pieces, it may not be fit for an everyday watch but it is the perfect “fun” watch to buy when taking a break from all your serious watch acquisitions.

Prices & Availability:

Priced moderately at Rs. 128,150, the SevenFriday M-Series M2/02 is available in a tapered hand-made, genuine brown calfskin suede leather strap with brown stitching and a SevenFriday imprint. Extremely comfortable to wear and beautifully executed, the SevenFriday leather strap definitely makes an impression.

The SevenFriday collection is now available at Ethos Watch Boutiques in Delhi, Mumbai, Bengaluru, Chandigarh and Gurgaon.

What did you think of this watch? What are your favourite SevenFriday watches? Let us know in the comments section below!