Can you share your journey into watchmaking and what inspired you to establish Bragdur?

In 1986 I starteda working for the largest Norwegian importer of watches. Over time, a dream developed of starting my own watch brand. The dream ran out of steam, but in 2019 the dream became a reality. There were no longer any technological challenges to make this happen and the only thing that could stop it was poor imagination.

The original idea was that the text graphics of the watches should be in the native Norwegian language. The first 2 designs were named "bragd FROSKEMANN" (FROGMAN in English) and "bragd JERNMANN" (IRONMAN in English)

When we launched the watches in 2020, we pre-sold 100 FROSKEMANN and 100 JERNMANN within a few days. Then the adventure began!

What first sparked your fascination with watches?

My older sister married a master watchmaker in the early 1980s. They ran a large watchmaking business in Lillestrøm, just outside Oslo. At the time, I was a young boy who suddenly found himself in the mysterious world of watches. Of course, I started collecting watches and for every birthday I wanted a new and special watch. Since then, watches have always been an important hobby for me.

What was the original vision behind the brand?

The most important thing for us was to create something distinctly Norwegian, as this was virtually non-existent in Norway at the time. Norwegian typography and a rugged aesthetic, combined with Norwegian cultural heritage and language, created a truly unique identity. We strive to remain true to this concept every single day.

What were some of the biggest challenges you faced?

We enjoyed tremendous success with the launch of FROSKEMANN and JERNMANN. This sparked considerable envy among some of the established players in the market. Everyone had an opinion about Bragdur. Aside from that, there were quite a few complications involved in ordering the various components that ultimately make up a watch. Now, six years later, everything is running smoothly.

What sets Bragdur apart from other microbrands?

There are an incredible number of talented microbrands out there. In recent years, however, there has been a shift, with many new players emerging who are simply looking to make a quick profit. There also appear to be far more brands aiming to scale up, often attempting to sell their watches through retailers and massive advertising campaigns.

We want to remain true to the original concept of being a microbrand. That means operating as a small business with genuine ideas and limited production runs, selling directly through our own website to avoid costly middlemen.

How important is Norwegian history and culture in shaping the design direction of your watches?

On December 14, 1911, Roald Amundsen won the race to be the first to reach the South Pole. This legendary feat put Norway on the map as the premier nation of explorers. This is reflected in the vast majority of our designs. One of our most popular models, for instance, is named *Antarktis Poljeger* (Polar Hunter); it is a watch created to honor the man himself, Roald Amundsen.

We always keep Norwegian cultural history in mind when designing watches. Our latest design is the "Citrus" series; while   they feature English text graphics, we jokingly refer to them as "exotic fruits from Norway."

How do you choose the stories you want to tell through your timepieces?

Several of our models have been developed in collaboration with military units and other organizations. While the final design is a joint effort with the specific partner, we naturally remain responsible for the core design elements. One of the collaborations we are most proud of is with the official Norwegian veterans' association; to date, we have created three different designs for them—one model featuring the Sellita SW200-1 movement and two models powered by the Ronda 6003D quartz movement.

Another collaboration we take great pride in is with the official Porsche Club of Norway; we were actually granted permission to use the typeface from the iconic Porsche logo on the watch dials.

The Froskemann was your debut model. What inspired its creation?

When we began our journey with FROSKEMANN in 2019, we went through hundreds of ideas regarding the watch's appearance and name. In terms of the overall design, we kept things relatively simple, but we put a great deal of effort into the typography and graphic elements. It was also important to incorporate our "Bragdur DNA"; the 12 o'clock marker and the screwed-on crown guard were key features. Otherwise, the design draws inspiration from Zenith, Omega, and even Seiko.

In a sense, FROSKEMANN will always be our "baby"—the watch that launched our adventure. While our design approach has evolved significantly, our signature screwed-on crown guards and central indices remain a part of the design.

Which Bragdur watch best represents the essence of the brand, and why?

That would likely be our "Bragd Bronso" model. The graduated dark brown dial—encased by a bronze bezel with a matte black insert—was at one point one of the most popular watch models in Norway. The retail price was $700, and on the secondary market, it traded for as much as $2,300 at its peak.

How do you balance historical authenticity with modern watchmaking expectations?

It is not easy, but we work especially hard when a theme from the past is to be reflected in a watch. A good example of this is our "Polar Hunter," where we use large crowns in the "Super Compressor" style.

How do you envision Bragdur evolving over the next five years?

As previously mentioned, we avoid the traditional requirement for continuous growth in order to survive, as we prefer to operate as a small family business. In fact, we are moving in the opposite direction, aiming to produce fewer watches than before.

What advice would you give to aspiring entrepreneurs looking to build a niche brand?

If your goal is simply to make money, starting a microbrand is likely not the right path. However, if you want to create something, tell a compelling story, and craft a durable product, then launching a microbrand could be a great idea. There are many unscrupulous manufacturers out there eager to take your money, so do your homework thoroughly before committing to production. We have been very fortunate; our regular manufacturer ranks among the elite, as most of their staff are trained watchmakers. While this costs significantly more than using a standard manufacturer, it is absolutely worth it.

Bragdur Unveils Vibrant Summer Collection and New Expedition

Watches for Record Breaking Adventures

Norwegian independent watchmaker Bragdur is preparing for an exciting new chapter with the launch of colorful summer-inspired timepieces and two purpose-built expedition watches that will accompany explorers on some of the world’s most demanding journeys.

Leading the upcoming releases is the continuation of Bragdur’s cheerful Citrus Collection, introducing THE ORANGE, THE LIME, and THE LEMON. Building on the success of THE ORANGE, first launched in 2021, the new series reflects the brand’s desire to create a fun, lighthearted collection without compromising on mechanical excellence.

Each watch is powered by the reliable Sellita SW200-1b no-date automatic movement and features Bragdur’s signature screw-down crown with 100 meters of water resistance, making the watches ideal companions for summer adventures and swimming. Staying true to the playful concept, Bragdur has even designed the logo as a removable sticker, while the presentation boxes resemble authentic fruit crates, adding a unique collector’s touch.

Beyond the vibrant summer collection, Bragdur continues its strong connection with exploration by developing two new expedition watches that will accompany extraordinary missions later this year.

The first is POSEIDON, created for the same team of explorers who previously crossed Greenland wearing Bragdur’s inaugural expedition watch. Their next challenge is the World’s Toughest Row, an extraordinary 5,000-kilometer journey across the Atlantic Ocean expected to take approximately 40 days. Reflecting the nature of the mission, POSEIDON features a striking Atlantic-blue dial, designed to celebrate endurance, resilience, and the spirit of exploration.

The second expedition watch has been developed for Professor Marius Rehn, an emergency medicine specialist preparing for a demanding solo expedition to the South Pole. Continuing Bragdur’s longstanding tradition of honoring Norwegian exploration, the watch is purpose-built for one of the harshest environments on Earth.

These upcoming releases perfectly reflect Bragdur’s philosophy of combining authentic storytelling with practical watchmaking. Whether celebrating the joy of summer through the colorful Citrus Collection or supporting modern explorers on record-breaking expeditions, the Norwegian microbrand continues to demonstrate that every Bragdur timepiece is designed with purpose, personality, and adventure at its core.