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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