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.