Söner by Sweden AB, which sells rectangular watches under the brand Söner, has closed the books for the 2025/2026 financial year. The figures, which cover the period up to and including June 30, 2026, show strong growth for the company founded and run by Freddie Palmgren.
Sales Doubled
Net sales amounted to 2.25 million Swedish krona, an increase of over 100 percent compared to the previous year's 1.11 million krona. The increased sales have also had an impact on the bottom line. Operating profit amounted to a quarter of a million krona. This is a clear improvement over last year's loss of -12,000 krona.
The company's financial position has also been strengthened. Equity increased during the period to 451,000 krona from 248,000 krona previously, and solvency improved from 17.9 to 26.2 percent.
Noteworthy Order from Hollywood
The financial statements were closed just before the company received media coverage in July 2026. At that time, Ehandel.se reported on how the company received a noteworthy order from Hollywood actor Russell Crowe. The actor ordered 30 watches for his film crew and boosted the brand on Tiktok to a million audience.
When asked about how developments have looked after the end of the financial year and whether the media attention has had any impact on sales, Freddie Palmgren confirms the effect.
Absolutely, the Swedish market experienced a significant boost, says founder Freddie Palmgren to Ehandel.se.