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Sjöö Sandström Royal Steel Classic 41mm Anniversary Edition Watch

Sjöö Sandström Royal Steel Classic 41mm Anniversary Edition Watch Watch Releases

As with most folks in the watch world, I’ve got certain things that I’m drawn to in a watch. Sometimes, those are easy to put a finger on like a particularly preferred complication, and other times, it’s something you don’t even realize until you look back and connect the dots. For me, my interest in Sjöö Sandström started in that first bucket with reviewing their GMT-equipped Worldtimer and has morphed into the second category. In some undefinable way, I’ve become drawn to smaller-make watches coming out of countries that find themselves on the colder seas (Norwegian, North, and Baltic, for instance). That’s why I was interested to receive news of the latest from Sjöö Sandström, the Sjöö Sandström Royal Steel Classic Anniversary Edition.

Sjöö Sandström Royal Steel Classic 41mm Anniversary Edition Watch Watch Releases

What you may not have realized – but that the Sjöö Sandström Royal Steel Classic 41mm Anniversary Edition makes perfectly clear – is that this is a brand that has been around for 25 years. No mean feat in today’s world of manufacturing ups and downs, not to mention fickle consumer tastes. However, when a brand starts out winning a design award just two years after their launch, as Sjöö Sandström did in 1995, they’re off to a good start. While that award-winning watch, the Automatic S1, may not be in the collection today, certain design choices such as the 2 o’clock crown position and their stacked bezel design have carried forward.

Both of those elements make themselves known on the Sjöö Sandström Royal Steel Classic Anniversary Edition. This is, of course, an extension of the 41mm Royal Steel Classic line. As I wrote in a different article, this is a watch that is very much what I would consider entry-level for the brand, both in terms of price, and in terms of getting introduced to the design they build into their watches. While a “simple” three-hander might seem an odd choice to celebrate an anniversary with, it points to the sort of elegant simplicity that I appreciate from them.

Sjöö Sandström Royal Steel Classic 41mm Anniversary Edition Watch Watch Releases

As you might expect for a luxury watch, the Sjöö Sandström Royal Steel Classic 41mm Anniversary Edition features sapphire crystal, a Swiss automatic movement (probably ETA or Sellita) with 42 hours of power reserve, and one of the nicest bracelets that I’ve experienced. No, I’ve not seen a Royal Steel Classic in person, but it is quite similar (if not identical) to the bracelet on the World Timer (complete with rounded-off lug corners), and it’s one I’ve become enamored with. It keeps a clean profile with its smooth, sportier surface, but then brings some flash to the mix with the polished center links – and then there’s the engraved logo below the bottom lug. The 41mm wide steel case has a solid case back with a large engraved “25,” and it is water-resistant to 100m.

The dial of the Sjöö Sandström Royal Steel Classic 41mm Anniversary Edition also brings some flash to the party. While the brand has not been afraid of bold colors on their existing models, the red they’ve gone with here certainly grabs the eye. Then you notice the large, polished 25 in place of the 5 o’clock index (feels a bit racing-inspired), and then the eye notices the dial has a pattern. Closer inspection reveals that like many other luxury brands have done, there is something embossed onto the surface of the dial. In this case, it’s a repeating “25,” further underscoring that this particular edition is a rather special one. The hands and pips at each of the hour markers are equipped with Super-LumiNova.


Sjöö Sandström Royal Steel Classic 41mm Anniversary Edition Watch Watch Releases

For those looking to celebrate the anniversary of the brand by owning a Sjöö Sandström Royal Steel Classic 41mm Anniversary Edition, you’ll be part of a rather select club. Only 100 of the lady in red will be produced, commanding a price tag of 22,100 SEK – once you remove the VAT, that’s about $2,000 with today’s exchange rates. Past that, you’ll need to wait until the next anniversary, I suppose. Or, if you like the looks of the Royal Steel Classic, there are five other variants available, with pricing ranging from $2,000 to about $2,800, depending on finishes and bracelet or strap choices. As I say, the Sjöö Sandström Royal Steel Classic is a solid representative of the brand, and the anniversary edition is an appropriate way to celebrate. Learn more at

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  • TheChuphta

    I don’t get it. Looks like a Seiko 5 with an inverted crown placement at a 20X mark-up.

    • IanE

      I’d be generous and suggest $500, but, as I hate the dial, it’s a definite no for me!

    • Tempvs Mortvvs

      Well, this brand has over 20 years on the market with that case design, so they may not be copying Seiko. Back in the day, they had fabulous quality and the steel they offered was supposed to be harder than normal 316L.

  • Alex Georgiev

    “”Probably ETA or Sellita”? Well, which one is it? This kind of statement is quite unprofessional for any kind of journalist. I, as a watch collector find a difference between those two and would like to know. I would also appreciate it if you can tell us the exact movement used. For $2k I somehow doubt it it is going to be a 2824

    • Well, to be fair, SJÖÖ SANDSTRÖM doesn’t say so it’s not the author’s fault. And S&S are the one’s calling it a caliber “SS G7” (which is not an ETA or Sellita name). Check out this page on their website ( and scroll down to the movement. Looks like a Soprod A10 to me.

      And $2K USD is a lot for this watch IMO.

  • Raymond Wilkie

    Who would have guessed this was a 25th anniversary watch, it’s only printed 200+ times on the dial and plastered all over the back and that 25 on the dial is annoying. Just to be clear the Movement is an ETA SS G7 Automatic movement (Swiss Made) which is nothing special. Where they get off putting Royal in the name escapes me. This is one super boring™
    watch. ©Sjöö Sandström

  • Sheez Gagoo

    Needs more 25s. I could see a spot without. How could anyone know which birthday they celebrate? Nice Grand Seiko clone, by the way.

  • egznyc

    Too many 25s on the dial. Too much money for a three-handed with a standard movement. The crown position at 2:12 is kinda of weird. But I do like the overall design, proportions, color, and bracelet.

  • H.S.M.

    Strangely enough, I like it.
    The 25 being plastered all over the dial looks annoying and compelling the same time. From a distance, you might think it is an intriguing pattern, until up close you see the numbers. What a twist!
    Never heard of this brand before, but I like their collection. Especially the GMT looks nice.
    The pricing does feel more what I would pay for it though. For the money you can get watches from more established brands.

    Also, where the hell is the online shop? So annoying to see an independent brand, selling watches for over 2K and can’t manage an online retail by itself. Seriously guys. Just look at Ch Ward, or all other small and mid range brands. It’s not that hard. You expect us to fork out extra hundreds for a jewellery store, where the sales person has probably 0 interest and knowledge about the brand, or watches in general.
    Just stop this madness.

  • Tony NW

    No technical detail, no photos of the back, the case thickness isn’t mentioned, and while Patrick says he likes the bracelet, the clasp isn’t shown. A smidge more detail next time would be nice.

  • FS1900

    I hope the date gets stuck on 25, for the full 25 experience.

  • Ulysses31

    I’m fond of the overall design of the watch. I don’t like red dials, and at a cursory glance this watch doesn’t look all that different than a cheap Seiko 5. There are nice subtle flourishes though, like the lugs and the way the end-links are curved as they meet the case. It’s too expensive for what it offers, though.

  • Vince

    Looks like a Seiko 5, 2000$ for that no wayyy

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