Musician Steve Aoki spotted wearing a Sevenfriday

Steve Aoki, the Nevada-born DJ and producer known for his high-energy performances and eclectic personal style, was recently spotted wearing the Sevenfriday P1/02 'Bright All White' — a monochromatic version of the Swiss independent brand's flagship industrial-inspired timepiece. For someone whose visual identity is as carefully constructed as his festival sets, the choice of a watch this architecturally distinctive reads as entirely deliberate.

The Sevenfriday P1/02 belongs to the brand's original P-Series, which debuted in 2012 as the founding collection from the Zurich-based startup. The case is constructed from brushed and polished 316L stainless steel in the brand's signature rectangular-cushion form, measuring approximately 47.6mm × 44.2mm with a lug-to-lug that wears more comfortably than raw dimensions suggest. The 'Bright All White' variant strips the dial down to an all-white treatment across its layered, industrial-module-inspired face, with white indices and a tonal aesthetic that gives the watch an almost architectural cleanliness. Inside sits a Japanese automatic movement — the Miyota 8215 — offering 42 hours of power reserve and 21 jewels. Water resistance is rated to 50 metres.

From a collector standpoint, Sevenfriday occupies an interesting niche. The brand was never pretending to be a traditional Swiss manufacture, and that transparency is part of the appeal. The P1/02 delivers genuine design ambition, in-house-style aesthetics, and Swiss assembly at a price point that undercuts most European competitors with far less personality. The 'Bright All White' references in particular attract buyers drawn to the monochrome trend that has swept everything from sneaker culture to high horology.

Aoki's affinity for streetwear-adjacent, design-forward objects makes the Sevenfriday P1/02 a coherent choice. He is known to rotate across a diverse watch collection, and pieces that bridge music culture with industrial design aesthetics consistently appear in his rotation.

At a UK RRP of approximately £750 — translating to roughly $950 USD at current rates — the Sevenfriday P1/02 'Bright All White' sits at an accessible entry point for the independent watch segment. Grey market pricing tends to track close to or slightly below retail, reflecting steady but not speculative demand. It is a wearer's watch above all else.