Watch brand to watch: South Lane

As well as meatballs, the Swedes are rather famous for their Scandinavian design aesthetic. It’s one that favours function and form over bells and whistles, and one they do particularly well. At this week’s Pitti Uomo in Florence, watch brand South Lane stood out for the pared-back simplicity of design and uncluttered set of options.

south lane watches

south lane sweden

There’s one type of face, and a handful of interchangeable watch bands. No need to be having choice paralysis here. Founder Filip Bjernebo tells me the brand is just one year old – and has thus far garnered a very positive response from the buying crowd at Pitti.

South Lane’s watches sell for a mere 99 Euros – the kind of piece you can easily throw into your wardrobe as a statement accessory that saves on both your brain power and your wallet.

south lane watches


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Some people's wardrobes are about a small selection of pieces that all fit within one aesthetic - Tania Braukamper isn't such a person. With a wardrobe that spans three different rooms, her approach to fashion is a mixture of current-season key pieces mixed with vintage finds she's sourced on innumerous shopping trips around the world's more cultured capitals. Despite a disparate approach to shopping, Tania is adamant that the key to mixing vintage with new season is to stick to key looks and colours that work for oneself. And it's a theory that she works into her writing for, where she serves as the publication's Editor.