Following Sjöö Sandström's appointment as Official Timekeeper for Scandinavian Airlines (SAS), the Swedish watch brand is now launching the first models within the collaboration – the limited collection SAS 80 Years.
The collection has been developed to commemorate SAS's 80th anniversary and consists of two exclusive models: Royal Steel Worldtimer or Jubilee Steel. A total of only 300 copies are produced.
The watches celebrate Scandinavian values such as precision, reliability, innovation and timeless design, while also marking eight decades of aviation history and travel.
One of the collection's most unique details is that the second hand has been made from aluminium from a retired SAS aircraft. Astrid Viking, giving each watch a direct link to the airline's history.
The design also incorporates several aviation-inspired elements. The watch faces and packaging feature details inspired by the shape and structure of turbine engines, creating a clear link between Scandinavian engineering and modern travel.
– Launching the Limited Edition SAS 80 Years collection is a natural continuation of our collaboration with SAS. These watches are more than just craftsmanship and design – they carry a story of Scandinavian innovation, heritage, and precision. Reusing materials from the historic aircraft Astrid Viking creates a unique and concrete link between aviation history and watchmaking, says Kristofer Johansson, CEO of Sjöö Sandström.
Even SAS sees the collection as a natural next step in the collaboration.
– Together, we have developed watches that unite our Scandinavian origins, our shared view on time precision, and a clear tribute to our heritage. The result is a physical product that we believe our travellers can identify with, appreciate, and wear as a mark of 80 years of Scandinavian travel, says David Andersson at SAS.
The launch coincides with an anniversary year for both brands. While SAS celebrates 80 years Since its inception in 1946, Sjöö Sandström will be celebrating its 40th anniversary in 2026.
As part of the collaboration, joint activities are also planned, including events, presence in SAS lounges, and communication targeted at the airline's travellers worldwide.
The limited collection will be available at Sjöö Sandström from 29 May 2026.
