When Daniel Niederer, Swiss CEO and founder of SevenFriday (7F), launched the brand with the P series in 2012, the stock was sold out within four months. He initially produced only 1,000 watches but such was the demand that he ended up selling 12,000 pieces in the first year. This hype was attributed to its unusual visual complications, accessible price points and a strong presence on social media. “You’d think it was part of a marketing strategy but honestly, we used social media because we didn’t have a lot of money,” he says. “The platforms helped us communicate our message clearly and connect with a global audience.”
Their first experiential space in India sits among a cluster of small shops. Launched last week, it opens directly on to a sidewalk facing bustling MG Road in Fort, Mumbai. The Switzerland-based global lifestyle brand, however, manages to stand out in the heritage precinct with its neon-glow signage (‘Show me, don’t tell me’), quirky graffiti art and a showcase of eclectic watches, sunglasses and bracelets.