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Built by Jonas Boon
I was 17 years old and looking for a Swiss Made automatic watch. Something well-made, timeless, at a price that was actually fair. It turned out that watch didn't exist.
Every option was either overpriced because of the brand name, or cheap because of what was inside. I didn't want to compromise on either. So during my gap year, I built SOREN.
No retail chain. No distributor margin. No logo tax. Just a Swiss Made watch, built the right way, sold directly to you.
From Hoog Soeren to Switzerland
SOREN is named after Hoog Soeren, a small village outside Apeldoorn in the Netherlands. That's where this started. A gap year, a frustration, and a decision to just build it.
The Netherlands and Switzerland don't have much in common, except that both countries take precision seriously. Dutch directness in how we communicate. Swiss standards in how we build. That combination is what SOREN is.
Why Swiss Made?
The Swiss Made label is not a marketing claim. It is a legal standard enforced by Swiss law. To carry it, a watch must use a Swiss movement, be assembled in Switzerland, and pass Swiss quality control. Fewer than 60% of brands that call themselves "Swiss" actually qualify.
Every Soren watch carries the Swiss Made label because every Soren watch earns it. The movement is assembled and regulated in Switzerland. The quality is verified to the same standard used by brands charging three times the price.
What makes a watch worth €695 when there are watches for €50? The answer is inside. A movement that runs without a battery, powered by the motion of your wrist. Sapphire crystal that won't scratch under normal use. Steel that won't corrode. Tolerances measured in fractions of a millimetre. That is what Swiss Made means.
The Movement Inside
Every Soren watch runs on a Sellita movement, either the SW200 or the SW200-1. Sellita is one of Switzerland's most respected movement manufacturers, producing calibres that power watches at €500 to €2,000 and beyond.
The SW200 beats at 28,800 vibrations per hour, offers a 38 to 42 hour power reserve, and is accurate to within 4 to 12 seconds per day. It is serviced by watchmakers worldwide. It is a movement built to last decades.
We chose Sellita because the movement is the heart of the watch. Everything else, the case, the dial, the bracelet, serves the movement. We were not willing to compromise there.
Independent. Accessible. Uncompromising.
Soren is not owned by a watch group. We are not a sub-brand managed by a conglomerate. We are an independent Swiss watch brand, one that designs, prices, and stands behind every watch ourselves.
That independence means we sell directly to you, with no retail markup, no distributor margin, and no brand tax. It means a watch that would cost €1,500 in a boutique reaches you at €625. Not because we cut corners, because we cut out the middlemen.
Independent. Accessible. Uncompromising. That is not a tagline. It is how we operate.
Why Does Swiss Made Always Cost So Much?
It shouldn't.
The movement inside most Swiss Made watches at €1,500 is made by the same Swiss manufacturers as the movement inside a Soren. The difference isn't quality. It's the system, retail chains, boutique overhead, distribution margins, and brand heritage taxes built into every price tag.
Soren exists because we believed there was a better way. As an independent brand with no conglomerate and no retail chain, we sell directly to you. The money goes into the watch, not into a marketing budget.
Swiss Made quality shouldn't be a privilege. That's why we built Soren.
Our Promise
Every Soren watch comes with a 2-year international warranty covering manufacturing defects. Free shipping across Europe. 30-day returns, no questions asked, for any unworn watch.
We ship same-day on orders placed before 12:00 CET. Every watch arrives in a Soren box with a certified warranty card carrying the watch's unique serial number, which matches the engraving in the bezel.
If something is wrong, we fix it. That is the promise behind every watch we make.
