Since its inception in 2012, the brand has avoided labels commonly associated with the watch industry, such as "tradition", "Swiss made" and huge advertising budgets. Instead, SEVENFRIDAY has chosen to focus on creating desirable watches. Combining this with below-normal pricing and yet a clever and innovative dose of social media-focused marketing, and the rest, as they say, is history. SEVENFRIDAY has since set out on its own path centered on a lifestyle philosophy.

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