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SEK 92,482 pledged of SEK 600,000 goal
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By Samuel Alfsson Petersson
SEK 92,482 pledged of SEK 600,000 goal
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About

 

Hello, my name is Samuel and I'm a watch fanatic from Sweden with a dream of having my own watch brand. In 2015 I took the step to make my dream a reality by founding Alf Watch Company and starting to work on the design of our first watch. We are working to bring new original designs to the watch industry at an affordable price point. We are not looking to "make luxury affordable" or "disrupt the watch industry". Instead our goal is to be a brand known for its unique designs, excellent service and fair pricing.

The model name "Norrsken" is the Swedish word for northern lights which is a beautiful phenomenon you can witness in the northern parts of Sweden. The reason for choosing this name for the watches is that i wanted a name that was connected to Sweden and with the lumed indices and hands the watch glows like northern lights in the dark.

When designing our first model we wanted to create something unique and different that would stand out from the watches already on the market. While still making a watch that you can wear every day and with any outfit. We decided that we wanted to have a rounded square case in a medium size so it would wear comfortable on any wrist while still giving it a unique look.

When designing the dial we wanted to give it a clean and simple look that could look both dressed and a bit more raw depending on the color combination. We decided to go for a two-layered design with cut out indices giving the dial a nice depth while keeping it clean and simple.

Norrsken Steel/White
Norrsken Steel/White
Norrsken Black/Black
Norrsken Black/Black
With a white dial the watch looks like a dressed watch and fits perfect together with a suit.
With a white dial the watch looks like a dressed watch and fits perfect together with a suit.
Norrsken Steel/Blue
Norrsken Steel/Blue
Case back of the Norrsken Black/Black
Case back of the Norrsken Black/Black
Norrsken Steel/White
Norrsken Steel/White
The 40mm case wears comfortably on every wrist
The 40mm case wears comfortably on every wrist
The engraved crown
The engraved crown
One of the uniqe design features on the watch is the cutouts on the case side giving it a raw metal feel
One of the uniqe design features on the watch is the cutouts on the case side giving it a raw metal feel
Norrsken Steel/Blue
Norrsken Steel/Blue

 

We are so confident in the quality of our watches that all our watches are covered by a 2-year warranty. This means that in the unlikely event that you have any problem with your watch during the first two years we will do what we can to repair it and if that's not possible we will send you a brand new watch.

The warranty does not cover:

  • Normal wear and tear and aging.
  • Any damage on any part of the watch resulting from abnormal/abusive use, negligence and accidents (knocks dents, crushing, broken crystal, etc.)

The Norrsken is a completely custom design meaning that we don't use off the shelf parts unlike many of the more affordable watches. Every part of the watch except from the movement is specially made for us after our specifications to ensure the highest quality.

 

The watch is powered by an automatic Miyota Cal.8245 movement which means the watch is powered by the kinetic energy generated from you moving your arm. It has a regular hour and minute hand but with a small second dial. We decided to use this movement since it's a well tested quality movement from one of the biggest manufactures in Japan. This is a movement you can find in watches costing many time more than what we charge.

 

This version is finished in a Semi-matte DLC plating meaning it's a very durable plating that won’t peel off. The dial is finished in black with cut out indices with Super-Luminova BG-W9 lume.

On the back plate the logo and text is printed instead of engraved to preserve the durability of the plating.
On the back plate the logo and text is printed instead of engraved to preserve the durability of the plating.

 

This version as a matte steel finished case. The dark blue sandwich dial is with cut out indices with Super-Luminova BG-W9 lume.

The back plate is engraved with the logo and model name as well with the specifications of the model.
The back plate is engraved with the logo and model name as well with the specifications of the model.

 

This version is finished with a high polished steel finish with a beautiful white sandwich dial. The indices are cut outs without lume but the hands have Super-Luminova BG-W9 lume.

The back plate is engraved with the logo and model name as well with the specifications of the model.
The back plate is engraved with the logo and model name as well with the specifications of the model.

 

 

 

 

 

 

Risks and challenges

Like with any project of this nature, there are risks and challenges involved. We have worked to make this project at risk free as possible. By carefully choosing a manufacturer that has been in the business for a long time and can deliver the quality we demand.

We have set a delivery date in March 2018 which we are confident we can meet since we've included a safety margin since delays can happen due to unexpected events. If a delay were to happen we will inform you as soon as we can and keep you updated on when we expect to be able to deliver.

We will have quality controls both at the factory and here in Sweden before shipping the orders to ensure the highest quality possible. We can't wait to get our watches on your wrist!

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  1. Reward no longer available

    Pledge SEK 10 or more About $1

    You snooze you lose!

    Get a Norrsken watch of your choice for only about $1. That's 98% off retail price.

    Choose your color at the end of the project.

    Includes:
    • 1 Norrsken watch of your choice
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  2. Select this reward

    Pledge SEK 2,399 or more About $298

    Super Early Bird - 1 Watch

    Get a Norrsken watch of your choice for only about $299. That's $200 off retail price.

    Choose your color at the end of the project.

    Includes:
    • 1 Norrsken watch of your choice
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    Ships to Anywhere in the world
    Limited 29 backers
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  3. Select this reward

    Pledge SEK 2,599 or more About $323

    Early Bird - 1 Watch

    Get a Norrsken watch of your choice for only about $325. That's $175 off retail price.

    Choose your color at the end of the project.

    Includes:
    • 1 Norrsken watch of your choice
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    Ships to Anywhere in the world
    Limited 1 backer
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  4. Select this reward

    Pledge SEK 2,799 or more About $348

    Kickstarter Deal - 1 Watch

    Get a Norrsken watch of your choice for only about $349. That's $150 off retail price.

    Choose your color at the end of the project.

    Includes:
    • 1 Norrsken watch of your choice
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    Ships to Anywhere in the world
    1 backer
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  5. Select this reward

    Pledge SEK 4,749 or more About $591

    Kickstarter Deal - 2 Watches

    Get two Norrsken watches of your choice for only about $598. That's $400 off retail price.

    Choose your color at the end of the project.

    Includes:
    • 2 Norrsken watches of your choice
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    1 backer
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  6. Select this reward

    Pledge SEK 7,149 or more About $889

    Kickstarter Deal - 3 Watches

    Get three Norrsken watches of your choice for only about $897. That's $600 off retail price.

    Choose your color at the end of the project.

    Includes:
    • 3 Norrsken watches of your choice
    Less
    Estimated delivery
    Ships to Anywhere in the world
    1 backer
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Funding period

- (30 days)