Soren Watches

Soren Watches (stylised SOREN) is an independent Dutch watch brand founded in 2025 by Jonas Boon, who started the company at seventeen during a gap year. The brand is named after Hoog Soeren, a small village outside Apeldoorn in the Netherlands, where the idea originated. SOREN positions itself as a direct-to-consumer alternative to established Swiss watch brands, selling Swiss Made automatic watches without retail chain markups, distributor margins, or what it calls a "brand tax." The company's tagline emphasises "Swiss Made, at an honest price," and its website claims a 4.8 out of 5 rating based on verified reviews. SOREN's watches are assembled and regulated in Switzerland and use Sellita movements, specifically the SW200 or SW200-1. The SW200 beats at 28,800 vibrations per hour and offers a power reserve of roughly 38 to 42 hours. The brand's current collections include the Momentis and Oceanic lines, offered with either 3-link or 5-link bracelets and in a range of dial colours such as black, blue, ice blue, green, and dark grey. Prices on the official website range from approximately $727 to $843, positioning SOREN below many comparable Swiss Made automatic watches. Each watch carries a unique serial number engraved at 6 o'clock and is delivered with a matching warranty card in the buyer's name. The brand operates primarily through its own e-commerce website, selling directly to customers and shipping internationally. SOREN emphasises transparency and craftsmanship, noting that Swiss Made is a legally protected certification requiring the movement to be made and inspected in Switzerland, with at least 60 percent of production costs incurred there. The company also offers services such as free bracelet sizing and includes an adjustment tool with every order. As a young, founder-led business, SOREN remains privately owned and independent, with Jonas Boon still involved in design and customer communication.

Soren Watches was founded in 2025 by Jonas Boon, a Dutch entrepreneur who started the brand at the age of seventeen during a gap year. According to the brand's own account, Boon was looking for a Swiss Made automatic watch that was well-made, timeless, and fairly priced, but found that such a watch did not exist: options were either overpriced because of the brand name or cheap because of inferior components. He decided to build the watch himself, without a retail chain, distributor margin, or logo tax, selling directly to customers. The brand is named after Hoog Soeren, a small village outside Apeldoorn in the Netherlands, where the idea originated. SOREN combines what it describes as Dutch directness in communication with Swiss standards in manufacturing. The company is founder-led, with Boon still involved daily in design and customer communication, supported by a small team. He has stated that he also plays hockey at a high level alongside running the brand. SOREN's watches are assembled and regulated in Switzerland and use Sellita movements, specifically the SW200 or SW200-1. Sellita is described by the brand as one of Switzerland's most respected movement manufacturers, producing calibres used in watches priced from €500 to €2,000 and beyond. The SW200 beats at 28,800 vibrations per hour and offers a power reserve of 38 to 42 hours. Every SOREN watch meets the legal Swiss Made standard, which requires the movement to be made and inspected in Switzerland and at least 60 percent of production costs to be incurred there. The brand sells primarily through its own website, shipping internationally and offering services such as free bracelet sizing. Its collections include the Momentis and Oceanic lines, with prices ranging from approximately $727 to $843. Each watch is individually numbered with a serial engraved at 6 o'clock and comes with a warranty card in the owner's name. As of its founding, SOREN remains a private, independent company.

• 2025

  Soren Watches founded by Jonas Boon in the Netherlands.

• 2025

  Brand launches with Swiss Made automatic watches using Sellita SW200/SW200-1 movements.

Direct-to-consumer Swiss Made automatic watches at honest prices, without retail or distributor markups.

• Momentis Black, Swiss Made Watch, 5-link bracelet

  Swiss Made automatic watch with 5-link bracelet, available in black, blue, ice blue, green, and dark grey dials.

• Momentis Black, Swiss Made Watch, 3-link bracelet

  Swiss Made automatic watch with 3-link bracelet, available in multiple dial colours.

• Oceanic Black, Swiss Made Watch, 3-link bracelet

  Swiss Made automatic watch with 3-link bracelet, available in black, blue, green, all blue, and all green variants.

• Oceanic Black, Swiss Made Watch, 5-link bracelet

  Swiss Made automatic watch with 5-link bracelet, available in multiple colourways.

1. 1Swiss Made Watches Under €700 — Automatic & Affordable | Sorensorenwatches.com
2. 2About Soren Watches — Independent Swiss Made Brandsorenwatches.com
3. 3Oceanic Blue Swiss Made Automatic Watch — 3-link Bracelet | Sorensorenwatches.com
4. 4Soren Watcheswikidata.org