Being appointed Official Timekeeper of SAS feels less like coincidence and more like destiny — especially as SAS celebrates 80 years in the skies. Our two brands share striking similarities: global in reach yet deeply rooted in Scandinavia. And at our core, we share a distinctly Scandinavian mindset, one defined by respect for others and for time itself, including the commitment to keep promises and deliver on schedule.

Upholding these standards over decades demands genuine quality at every level, along with an unwavering focus on precision and reliability, values that have guided both SAS and Sjöö Sandström throughout our journeys.

For watchmakers like us, aviation truly represents a haven of precision. Aircraft departing and arriving, people and goods moving seamlessly across continents and time zones, connections aligning perfectly so the next journey can begin – a world where flawless timing is not optional; it is everything. In short, partnering with SAS is a dream come true.