SEVENFRIDAY's head designer, Arnaud, has counted Raymond Loewy, the designer behind the Lucky Strike pack and the NASA Apollo interior, among his influences since he was young.
SEVENFRIDAY introduces the ME-Series, reworking its 10-year-old M-Series into two new models: SF-ME1/01, in steel with blue lacquer, and SF-ME1/02, with gold tones and green lacquer.
The case follows Loewy's MAYA rule, “Most Advanced Yet Acceptable”: smaller and more rounded than the M-Series, with a smooth, rounded back and no visible screws. Three cut-out sapphire glasses sit over the dial, read on SEVENFRIDAY's disc system, the same one the M-Series introduced in 2014. The steel case is 44.5mm by 44mm, 14.56mm thick, closed by the brand's first butterfly clasp, and wound by a crown with a silicone grip.
Inside is the automatic calibre TMI NH70, with 41 hours of power reserve. An NFC chip in the caseback links the watch to the SEVENFRIDAY App, for authentication and registration.
It is easy to imagine Raymond Loewy, the designer who inspired it, wearing one himself.
The Basics
Brand: SEVENFRIDAY
Model: ME-Series (SF-ME1/01; SF-ME1/02)
Reference: SF-ME1/01; SF-ME1/02
Dimensions: 44.5mm (3 to 9 o'clock) × 44mm (12 to 6 o'clock)
Thickness: 14.56mm
Case material: Stainless steel (316L), three pieces; three sapphire glasses, anti-reflective; bezel groove in blue (ME1/01) or green (ME1/02) Berlac lacquer; crown with silicone grip
Dial: Five layers, disc reading system; matt blue hour disc (ME1/01) or matt green hour disc (ME1/02)
Water resistance: 5 ATM
Strap: Genuine calf leather, black (ME1/01) or green (ME1/02); stainless steel butterfly clasp
The Movement
Calibre: Automatic Skeleton TMI NH70 (M)
Functions: Hours and minutes on SEVENFRIDAY's disc reading system; NFC chip for the SEVENFRIDAY App
Winding: Automatic
Power reserve: 41 hours
Images courtesy of SEVENFRIDAY.