Sjöö Sandström Visual identity designed to mirror the brand's aspirations

Standing out in an outstanding environment

Swedish brand Sjöö Sandström is one of few independent watch manufacturers in the world. Starting out in Stockholm in 1986, the brand's unique mix of craftsmanship and high-tech innovation has resulted in several distinguished awards. Experiencing an even flow of success, the company in 2013 realized that the time had come to take the brand to the next level in the realm of high-end timepieces. The brand wanted to take a big step upward. And we were hired to create the platform for this ascent.

What's unique about Sjöö Sandström? Performing a thorough analysis of the brand as well as its competition and target group, we came up with he following: Handcrafted elegance and state-of-the-art technology. Small-scale production that merges the analogue and electronic into one. But most of all, a Swedish luxury that is not measured in abundance but rather in freedom, sensuality and experiences in nature.

Based on these timeless qualities, we gave Sjöö Sandström a new visual identity designed to mirror the brand's aspirations. A singular personality that stands out from the exclusive crowd.

Our Milestones


Sjöö Sandström
is founded

Sjöö Sandström Sweden AB is founded in Stockholm, Sweden by Christer Sjöö and Mikael Sandström.


Automatic S1

Automatic S1 is launched – the first wrist watch made in Sweden. Awarded with Excellent Swedish Design 1995.



Developed for the Volvo Ocean Race, designed to meet the extreme conditions in competitive sailing.


Special Edition

In cooperation with Swedish architect Thomas Sandell, 100 watches were produced.


UTC Black Diamond

Limited Edition 50 pcs
Black Diamond on caseback


UTC White Diamond

Limited Edition 50 pcs
White Diamond on caseback


UTC Skydiver

Made in cooperation with the Swedish Air Force, designed to meet military demands.



Named after the deepest point of the Baltic Sea and developed in cooperation with divers from the Swedish Navy.

Royal steel

Silent elegance

Digital Strategy

Our strategy has been to position Sjöö Sandström online by extending the communication concept digitally, primarily via the website, Instagram and Facebook. Sjöö Sandström has achieved great impact especially via Instagram by activating the right brand ambassadors who create lots of digital buzz. In addition, we have implemented digital key performance indicators that allow us to follow the progress online, for instance how different banners on various sites drive traffic to the Sjöö Sandström website.