Show me, don’t tell me. Show me, don’t tell me. Action over words. Since the brand’s inception in 2012, Sevenfriday prefers to act rather than talk. And its new creation M2/05 seems to confirm this, being dubbed “Action Talks”.
This new watch boldly blends tradition and innovation and is inspired by Sevenfriday’s early creations. The sophisticated aesthetics, reminiscent of the luxurious interiors of the Gentlemen Farmers Club and post-war British sports cars, are highlighted with a design and technical features that deserve a thorough exploration.
Sevenfriday, a Swiss brand that advocates nonconformity
It was high time we spoke about the Sevenfriday brand on Masculin.com. Since its creation by Daniel Niederer in 2012, in Zurich, several of its models had already caught our eye, but none as much as the new M2/05.
The very philosophy of Sevenfriday deserves standing out from the crowd, as its name attests. The “seven fridays” a week mentioned resonate as the promise of just as many festive moments (and not just at the onset of the weekend!). Deliberately non-conformist, the watchmaking house breaks with the discourse of its prestigious Swiss sisters and with traditions to create watches that are not just time-measuring instruments, but true style statements.
The new M2/05 perfectly embodies this spirit, emphasizing the brand’s mantra: “Action Talks Bullshit Walks”, a call for authenticity and action.
💡 Also read : These Swiss watch brands you should also know (there’s more to life than Rolex!)
The M2/05 watch won’t be universally loved… and that’s just fine!
If you love classic watches, move along because, as you may have understood, Sevenfriday doesn’t want to do anything like the others!
The M2/05 stands out with its “animation-ring” in PVD brass color with an antique look, surrounding a bezel machined in polished stainless steel with a Berlac black lacquer insert. This watch is a tribute to sophisticated designs, with a complex dial built on 7 levels, offering an unprecedented depth and visual richness. The centerpiece of the dial, corked and treated in galvanic anthracite gray, is pierced in the shape of an ellipse, creating a captivating visual effect… and quite original!
Underneath its intricate façade, the M2/05 is powered by a Miyota 8215 movement, ensuring a power reserve of 40 hours. It offers a water resistance of just 3 ATM, but the real value lies elsewhere. As with the famous message “Action Talks, Bull💩 walks” that can be read in the centre (which we’ll leave you to translate). The sapphire glass with blue anti-reflective coating protects the dial, while the dark green calfskin strap, with matching stitching, adds a touch of elegance.
Beyond its remarkable design, the M2/05 incorporates innovative features, including a hidden NFC chip in the bottom of the case, allowing owners to register and authenticate their watch via the SEVENFRIDAY app. This feature highlights the brand’s commitment to the security and authenticity of its products.
Launched in a limited edition, the M2/05 has been available since January 2024, with a recommended retail price of 1460 CHF excluding taxes, which is about 1700 euros. Much more than just a watch, this Sevenfriday M2/05 “Action Talks” is a portable work of art embodying the fusion between watchmaking heritage and contemporary innovation. Is it bullshit, just smoke and mirrors? Maybe. But it’s also a matter of style. In any case, between the two, the brand has made its choice: “As long as you like it, that’s all that matters!”
