Attached to the SevenFriday M2 case is a new type of tapered leather strap with that distinctive, rounded SevenFriday buckle. Like I said, detailing all around is really impressive, and the fit and finish is what you’d expect from a Swiss watch. Of course, the ongoing irony with SevenFriday is that even though the company is based in Zurich, their watches cannot be called “Swiss Made” because they use Japanese movements. More specifically, the SevenFriday M-Series uses a modified Miyota caliber 8215 automatic movement. The movement isn’t anything to write home about, but it gets the job done, and allows SevenFriday to keep prices down and have a consistent supply of movements to make watches with.

People have talked about what it would be like for SevenFriday to use Swiss Made versus Japanese mechanical movements. I am sure the company is contemplating it, but I would be curious to hear how it alters their typical $1,000 – $2,000 price range. Honestly, there is no reason using a Swiss movement would require the price to go up that much more – maybe even just a few hundred bucks if they produced enough of them. Most of the cost would probably be simply in changing the cases and dials to accommodate the different movement sizes. Given the modernity and novelty of the SevenFriday M2 theme, I’ve never really thought to myself that it would be much better with a different movement. I sort of like its edgy nature, and the fact that SevenFriday isn’t coating the watch in a thick layer of pretentiousness.

One potential drawback inherent in the price is the lack of a sapphire crystal over the dial. SevenFriday instead uses a mineral crystal, but that doesn’t bother me either, as the crystal quality isn’t bad. Sure you could update the look a bit by adding a sapphire crystal with a more sophisticated AR coating (the mineral crystal as it is does come with AR coating), but I am not sure it would be worth the price premium. For what it is, the SevenFriday M-Series collection, like other SevenFriday models, is an excellent testament to creating a cool watch at a fair price without too much being sacrificed.

One of the things that SevenFriday has been able to do is find a place on the wrists of very high-end watch collectors. Perhaps the most telling indication of the brand’s personality is that people feel as though SevenFriday watches can exist in tandem with more prestigious (expensive) watches in their collections. You really can’t say that about most watches at this level. One reason for this is that there really isn’t any specific competition to SevenFriday at higher prices. The lesson is that design innovation matched with a proper execution is what fans seek, and price is less important than the overall outcome of the product. One again, I will reiterate that I feel the SevenFriday M2 is a cool-looking and highly entertaining watch that will make a lot of people happy, but it is perhaps unique enough that most people will want one as part of a larger collection, rather than as a daily wear. Price for the SevenFriday M2 (M2-1) is $1,690 USD. sevenfriday.com

Necessary Data
>Brand: SevenFriday
>Model: M-Series M2 (M2-1)
>Price: $1,690 USD
>Size: 47mm wide
>Would reviewer personally wear it: Yes
>Friend we’d recommend it to first: Watch fan with a broad collection looking for a bold looking yet tasteful watch with an original look to match the right moods.
>Best characteristic of watch: Great detailing and design for the price. High quality case and dial add to impressive presentation.
>Worst characteristic of watch: Not a design that is easy for everyone to read. Case still large for some wrists.