The Swedish watch brand Sjöö Sandström takes a new step in its development through a high-profile collaboration with Scandinavian Airlines. As SAS celebrates 80 years in the air, Sjöö Sandström marks its own 40 years of watchmaking — a combination that feels both natural and considered.
Being appointed “Official Timekeeper” is not just a symbolic title. It is a position built on precision, reliability, and a shared view of quality — qualities that are decisive both in the cockpit and on the wrist. The agreement is a multi-year one, and the timing is hard to argue with: SAS was ranked among Europe’s most punctual airlines in 2025 and has recently been named the world’s most punctual.
Precision meets Scandinavian design
Sjöö Sandström has long been synonymous with Swedish engineering and minimalist design — every watch is assembled by hand in the company’s workshop on Södermalm in Stockholm. The brand combines function and aesthetics in a way that appeals to enthusiasts and professional users alike.
In the collaboration with SAS, it is precisely that precision that is highlighted as the common denominator. In aviation, every second is about safety and efficiency. In the same way, every component in a Sjöö Sandström watch is carefully developed to deliver accuracy over time. It is in the meeting between these worlds — aviation and watchmaking — that the partnership gets its weight.
A partnership built on heritage and future
Both Sjöö Sandström and SAS represent strong Scandinavian heritages. With roots in innovation and quality, they have built trust over generations. At the same time, this is not just a tribute to history. The partnership also signals a shared direction forward, where technology, design, and sustainability continue to evolve. As Official Timekeeper, Sjöö Sandström will play an active role in SAS brand environments and customer experiences — including joint events, presence in SAS lounges, and communication aimed at the airline’s roughly 30 million travellers.
The collaboration also includes the development of an exclusive limited edition, created to reflect SAS’s identity and celebrate 80 years of innovation, pioneering, and travel since the start in 1946. We will return to it when it lands.
What does it mean for you as a customer?
For anyone considering a Sjöö Sandström watch, this collaboration brings several concrete values: increased credibility through the connection to a professional and demanding environment, design inspired by function where clarity and usability are in focus, and a strong brand narrative combining Swedish tradition with international presence. It is not just about wearing a watch — it is about wearing a part of a bigger story where precision is the core.
Models and traits that mirror the collaboration
Sjöö Sandström is particularly known for models like the Royal Steel and the Worldtimer, where functionality meets a clean Scandinavian aesthetic. These watches offer clear dials for easy reading, robust construction for daily use, and functions suited to travel and international time zones — which makes them especially relevant in a context where travel and timekeeping take centre stage.
A natural choice for the modern traveller
In a world where the phone always shows the time, a watch can seem superfluous. But for many it is about something more — the feeling of craft, design, and identity. With the connection to SAS, the image of Sjöö Sandström as an obvious choice for the modern traveller is strengthened. A watch becomes not just a tool but a companion through time zones and experiences. Official-timekeeper partnerships are having a moment in general — see also Longines’ Commonwealth Games HydroConquest.
What has been announced?
Sjöö Sandström has been appointed Official Timekeeper for Scandinavian Airlines in a multi-year partnership, launched as SAS celebrates 80 years since its 1946 start and Sjöö Sandström marks 40 years of watchmaking.
Who is Sjöö Sandström?
A Swedish watch brand founded in 1986, known for models like the Royal Steel and Worldtimer, with every watch assembled by hand in its Stockholm workshop on Södermalm.
Will there be a special watch?
Yes — the partnership includes the development of an exclusive limited edition created to reflect SAS’s identity and celebrate the airline’s 80 years.
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