A watch brand founded in 2012, its watches mostly use square cases and have been described as "bold", "futuristic" and "inspired by the industrial revolution". The Zurich based watchmaker, founded by Daniel Niederer, means ‘Seize the Day’. SevenFriday watches are large to begin with. And while they give an illusion of being very complicated, they are not. It’s just an illusion and a different way of seeing time.