Swedish Sjöö Sandstrom wants to challenge the Swiss in the luxury segment. The series Royal Capital’s first model has just been presented to connoisseurs.
By Britta Rossander
Sjöö Sandström presented their first model, the Royal Steel Automatic, in 1993. The cases were different from anything else in the market, with the crown at two o’clock, a detail that especially attracted the aesthetics in the advertising business.
A strategic plan for upgrading Sjöö Sandström was launched almost two years ago. The cramped but cozy office/workshop at Skeppsbron had become outgrown and the new address is Ringvägen 50. The location has plenty of space, the sidewalk is extra wide, the windows are large, the ceiling is high and the light is fantastic. There is a showroom and an office as well as a workshop for assembly and service work. Customers are welcome to leave their watch for service or collect a watch you may have been given as a present, right out of the hand of the same watchmaker who just assembled it.
A whole new watch was introduced to retailers, international press and selected collectors on September 5 – the Sjöö Sandström Royal Capital model, with a movement from Vaucher Manufacture Fleurier in Switzerland. The movement has a micro rotor and small second which keeps the thickness of the case down to only 7,8 mm.
Vaucher Manufacture Fleurier is a highly respected movement manufacturer in the Swiss Jura mountains, producing movements for Richard Mille, Parmigiani and Hermès, among others. Their knowledge is huge and the precision of the movements is excellent. One example is the Parmigiani Bugatti Supersport with a movement that is extremely complicated to produce. Vaucher’s Ateljer de d’eveloppement complication is very respected in the business for the high competence and creative visions of the employees.
– We have had the possibility of cooperating with a movement producer that very few can dream of working with, says Felix Formark, CEO of Sjöö Sandström.
The new model can be described as a combination of minimalism and the simplicity of Scandinavian design with Swiss functionality and perfect quality. The watch is a beautiful and elegant accessory with a suit but also with more leisurely wear. Being waterproof to 10 ATM makes the watch tougher than you might think. The model is up to Sjöö Sandström’s standards – good quality, well-designed, user friendly and can take a beating. The case having a 40 mm diameter and the bezel ring being interchangeable with a ring with diamonds, it is also an elegant watch for the ladies. The cases are produced by a manufacturer that Vaucher cooperates with, they are specialists in working with precious metals and among their customers are Patek Philippe.
– We want to challenge the Swiss with our new model, which is a part of our new launch. Sjöö Sandström has put Sweden on the map of the world of watches. We have chosen this movement to make customers look at our brand with new eyes, we want to climb at least five steps up the ladder and are aiming for more international retailers, Felix Formark says.
Vaucher Manufacture Fleurier is one of the oldest small-scale watchmakers in the Swiss village of Fleurier, founded as early as 1730. The company is famous for educating others in the art of watchmaking and sharing their expertise with other exclusive brands in the business.
A bit of historiy
Sjöö Sandström was founded in 1986 by two engineers interested in fine watches, Christer Sjöö and Mikael Sandström, who chose to give the first watch of their original model to king Carl XVI Gustaf. Two years later, the company was awarded the “Excellent Swedish design” prize for their first Swedish-made wristwatch.
In another four years, Sjöö Sandström launched their Chronolink Worldtimer with a pop-up case that had a digital face with a quartz movement as well as a mechanical analog face. It was admired by the world of watches, and one unit from the series, the Chronolink Swedish Blonde, is the only wristwatch made in Scandinavia that has become a part of the permanent exhibition at the museum in the capital of watches, La Chaux-de-Fonds in Switzerland. Being on display in the museum’s Contemporary Watchmaking category is a great honor.