In an industry that can suffer from an excess of cookie-cutter designs and sports watch hype, SevenFriday has been carving its own path through the luxury watch industry.

From its launch in 2012, the brand’s unique industrial designs rapidly gained a cult following among collectors.

Inspired by machinery, architecture and engineering, its bold, often futuristic designs stood apart from day one – and its new launch, the M2/04 continues on this trajectory.

It’s the case shape you’ll notice first, even from across the room – imposing yet graceful, it’s reminiscent of a 1970s TV screen.

On closer inspection, the dial will arrest your attention next: original, yet unmistakable, the time display is artfully elaborated over seven (of course) layers which hint at the intricate mechanism which lies beneath. (An automatic MIYOTA 8215 with 40 hours power reserve, in case your wondering.)

Seven Friday M2/04
Seven Friday M2/04

Taking centerstage is a stamped rhodium 7F logo, with a proud nod to its genitor and age.

Another hallmark is the animation ring, blending various metals and colour finishings on the case.

With the M2/04, this includes a rather fetching brass finish with a bouchonné pattern – a nod to traditional watchmaking decoration.

For the glass, you’ll get sapphire crystal with anti-reflective coating; on the caseback, there’s polished stainless-steel and an NFC chip which you can scan to register your watch, and start exchanging with like-minded individuals and receive special offers and invitations from the brand.

To celebrate the new launch in style, SevenFriday is presently bottling a cask-strength 10-year-old Scottish Single Malt to toast its first decade. And the brand’s nickname for the M2/04? 'The Whisky’, of course.

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