Siduna - a new Swedish établissage in the Swiss tradition
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Thread: Siduna - a new Swedish établissage in the Swiss tradition

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  1. #1
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    Siduna - a new Swedish établissage in the Swiss tradition

    A few Watchuseek members been discussing Siduna, so with the moderator's consent we wanted to formally introduce the brand and be available to answer questions.

    Back in Autumn 2017 we had the opportunity to take over a centenary brand. The Siduna mark was created in 19th century Switzerland and established in 1929 as a company in Copenhagen, Denmark. Their approach was to source Swiss movements in quality ranging from standard to Chronomètre grade. They successfully transitioned from pocket to wrist watches in the 1930’s and remained in business in the Nordic/Baltic region until the dawn of the Digital Era.



    The first step was to take Siduna under the company Woodshores AB, which is based in South Sweden and located only 27 Km (17 miles) from the brand's historic Danish headquarters. Peter Wadbro brings 10 years of experience with high-end brands as a WOSTEP certified watchmaker, and Francis Jacquerye brings 15 years of experience in watch development with a former position as chief designer at Longines.

    The second step was to determine the level of quality to target. Looking closely at timepieces made by institutional brands between 1950 an 1990 revealed that these were usually sold at the time for 1 week to 4 weeks of wages, for the US or the UK. With that budget in mind, we looked into rebuilding the Siduna brand as an établissage around three core values: EXPERTISE, EXCITEMENT and ENDURANCE.



    But what is an établissage? The difference with a manufacture, is that an établissage does not source raw materials that are transformed into semi-finished components. Instead, we design, source and store all semi-finished components prior to carrying in-house the assembly, regulation, testing, quality control, servicing and repair of watches.



    We want to carry on the Siduna tradition of products with a high horological content, and we hope to generate excitement amongst discerning and buddying watch enthusiasts. Our first model celebrates the golden jubilee of a 1968 EPSA Compressor case, and the 45th anniversary of a Swedish military issue watch from 1973. Our combined efforts allowed us to produce the most sensibly priced Fly-back chronograph currently available on the market.


    The M3440 Professional chronograph will start shipping on the 1st of November 2018 and 100 numbered models will be assembled in very small batches. Each number can be secured by placing an order in advance, and early birds can receive a 10% discount with the voucher code WUS9.

    This chronograph is visually faithful to the Swedish M3440-051010 military standard from 1973 and features a stainless steel case with water-resistance to 10 bar. The 42 mm bezel uses a black PVD insert with Super-LumiNova marks and the retro-shaped domed sapphire crystal has inner anti-reflective coating. The hands and dial are coated with BL C3 Grade A Super-Luminova and the 20 mm strap with signed buckle is available in German leather or nitrile rubber.

    For the movement, we commissioned a small workshop in La Chaux-de-Fonds to modify a Valjoux 7750 base by relocating the 30 minutes register at 3h with a proprietary module to match the layout of the original chronograph layout. The date mechanism is removed altogether and replaced with a full bridge with Geneva stripes. Based on the amount of modifications that we add, we can confidently claim to be the only watchmaker to use this very movement.



    Working on this project required us to research the history of Siduna, the history of pilot chronographs and the history of the Valjoux 7750. There is still a lot to explore, but we look forward to sharing with you our passion for horology.

    Francis Jacquerye
    Last edited by sidunawatch; September 9th, 2018 at 18:43. Reason: added name at bottom to personalise the text

  2. #2
    Member RobMc's Avatar
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    Re: Siduna - a new Swedish établissage in the Swiss tradition

    Interesting. That M3440 chrono is a beautiful piece. Best of luck!


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  3. #3
    Moderator at Large stuffler,mike's Avatar
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    Re: Siduna - a new Swedish établissage in the Swiss tradition

    10% discount of ?????
    Kind regards
    Mike


    Instagram @mikestuffler

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  5. #4
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    Re: Siduna - a new Swedish établissage in the Swiss tradition

    Hi Mike,

    Thanks for the question.

    * Non Fly-back version: EUR 1,860 before tax
    * Fly-back version: EUR 2,340 before tax

    From which to deduct the 10%.


  6. #5
    Member JohnnyKarate's Avatar
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    Re: Siduna - a new Swedish établissage in the Swiss tradition

    A 2k blind buy pre order from a companies first watch, seems risky..

  7. #6
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    Re: Siduna - a new Swedish établissage in the Swiss tradition

    Hi Johnny,

    American comedian Groucho Marx said “I don't care to belong to any club that will have me as a member”. Similarly, I would not expect discerning watch enthusiast to forego due diligence. Watchuseek members appropriately recommend to “buy (look into) the seller” as much as into the product.

    Obviously it will become clear if SIDUNA deliver as promised once that customers start receiving the watches. But so far, the only elements that I have in my favour are the following:

    * The public can verify that our company Woodshores AB is properly registered with the Swedish chamber of commerce (http://bolagsverket.se/en/info/buy/e...on-1.8875#main)
    * My claim to have worked at Longines is substantiated by three US design patents that they registered under my name (https://patents.justia.com/assignee/...francillon-ltd).
    * You might have seen my work with the brand Techné. I don’t automatically bring this up because SIDUNA is not an “expensive” Techné. With SIDUNA I wanted to do things like I witnessed them at Longines, and for example the SIDUNA steel case alone cost more than a complete Techné watch.


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  8. #7
    Member dantan's Avatar
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    Re: Siduna - a new Swedish établissage in the Swiss tradition

    Nice!
    Dan.
    A. Lange & Sohne 1815 Up/Down
    H. Moser & Cie Pioneer Centre Seconds
    Jaeger-LeCoultre Reverso Tribute Small Seconds
    Officine Panerai Radiomir PAM 720
    Rolex Submariner 114060 (No Date)
    Cartier Santos WSSA0010
    Apple Watch Series 4 Nike+
    Seiko SKX007
    Seiko SKX009
    Casio G-Shock Rangeman GW-9400-1
    Casio G-Shock GA-700
    Casio G-Shock DW-5600E
    And others (not really worth mentioning)

  9. #8
    Member Cpt Canuck's Avatar
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    Re: Siduna - a new Swedish établissage in the Swiss tradition

    Good luck!

    Grails: Speedy, DJ, Hulk, Rose gold root beer, MM300, Spring Drive GS

  10. #9
    Member Medusa's Avatar
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    Re: Siduna - a new Swedish établissage in the Swiss tradition

    Looks and sounds great. It would be nice if the watches were completed at the time of sale but at least it's not a Kickstarter project. I think the post is very well written and it does give me confidence that these guys are taking the time to do it right and are investing in their own company.

  11. #10
    Member DocScotter's Avatar
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    Re: Siduna - a new Swedish établissage in the Swiss tradition

    Hälsningar!

    I tried one of these on at Worn & Wound San Francisco 2018 and I thought it felt and looked great on my 7 inch wrist.
    Name:  Siduna.jpg
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    I may get one of these after I get around to buying the new Husqvarna Svartpilen 401.
    Wear that which you feel is groovy, get down with your bad self, and shake your money maker if it makes sense for you to do so.

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