Time for something Swedish … watchmaker announces Asian invasion

PUBLISHED : Thursday, 06 September, 2012, 12:00am
UPDATED : Thursday, 06 September, 2012, 3:40am

Swedish watchmaker Sjoo Sandstrom has announced that it will launch its expansion into Asia from Hong Kong.

On Tuesday, chief executive Magnus Clevberger and watchmaker Christopher Hammarborg were in town to attend the brand's event at Scandinavian restaurant Finds in Tsim Sha Tsui.

They showcased three collections: the diving watch Landsort D2, UTC Skydiver, which was made for the Swedish air force, and Chronolink Worldtimer UTC, the company's signature model.

"Chronolink has both a mechanical movement and an in-house digital movement made with a Swedish weapons manufacturer.

"So it shares technology with guided missile systems and features world time, alarm, memory for pin codes and so on," Hammarborg said.

All Sjoo Sandstrom models are built by hand in a small Stockholm workshop by a single watchmaker. The team then check each other's work for quality control.

The visiting representatives have already received feedback from local watch-lovers and dealers. As a result, the leather strap with a pin buckle preferred by Swedes will be replaced by a folding buckle.

Although there is no rush to expand, the company said Singapore was next on the map.