SevenFriday Launches The S3/01
By: Michael Penate
It’s hard to get around the fact that SevenFriday is just one of those brands that did it right as far as marketing goes. Back when the company was founded in 2012, there weren’t really any brands attempting to leverage social media and I’m not even sure if #womw was actually a thing. As polarizing as their designs may be, SevenFriday is here to stay. This week, they’ve announced their first square-shaped watch to come along since the 2014 release of the M-Series and here it is—the SevenFriday S3/01.
The S3/01 has a simplified and openworked dial readout compared to some of the more recent models released by the brand. Actually, it almost seems like an updated P1, which was part of their first collection of timepieces. The case measures 47mm x 47.6mm, is constructed of stainless steel, and features an application of sandblasted black PVD throughout.
But hey, the fun part of any new SevenFriday is figuring out how to tell the time. So, onto the dial. This is what SevenFriday calls their multi level interface and really, it isn’t as complex as it seems. What we have is a simple time only display with a great degree of three-dimensionality built into it. The hour and minute hands seem legible enough and also add a bit of a red color touch over the satin, gunmetal colored dial. A sandblasted rhodium “brake disc” rotates to indicate seconds and both the hands and indexes are coated with Super-LumiNova.
It’s also worth noting that the SevenFriday S3/01 introduces what appears to be a new crown guard design that wasn’t present in the M-Series or P-Series watches. Additionally, the watch is fitted with a hardened mineral crystal, provides 30 meters of water resistance, comes on a black silicone strap with red stitching, and draws power from a Miyota 82S5 automatic movement.
Like many of their designs, the SevenFriday S3/01 won’t exactly work for everyone. But I think it’s critical to view the watch in the proper haute horology-inspired context. As someone who’s constantly drooling over Mil-Subs and vintage Seikos, I still totally get the appeal. It’s a fun, bold, automotive-inspired watch that builds upon the lifestyle brand SevenFriday has successfully marketed. All said and done, the SevenFriday S3/01 will retail for $1,765 when it hits their site. For more information, visit sevenfriday.com.
Michael Peñate is an American writer, photographer, and podcaster based in Seattle, Washington. His work typically focuses on the passage of time and the tools we use to connect with that very journey. From aviation to music and travel, his interests span a multitude of disciplines that often intersect with the world of watches – and the obsessive culture behind collecting them.