Daniel Wellington Levels Up With Its First Metal-Link Watch, the Affordable 'Iconic Link'

The Swedish minimalist watch brand is branching out.
IMAGE Daniel Wellington

Swedish watch brand Daniel Wellington is, well...extremely Swedish. The timepieces are known for being about as minimal as you can get. The face is clean, the strap is functional, and the feel is streamlined. They're affordable too, which secures the brand's place as the go-to for guys who love a clean look and aren't trying to do too much with their watches. Since the brand's inception, it's been most recognizable for its nylon striped strap, a favorite for casual everyday wear. But now, the brand is leveling up their collection with its first metal link watch. 

"It is a type of watch every woman and man should have in their wardrobe," says Anders Hedman, Daniel Wellington's CMO. "The link bracelet makes it a very classic piece, but our variations enable you to find one that suits your lifestyle and your individual style and taste. We have worked on the Link for three years to perfect it. Every detail has been perfected, time after time, to make it both beautiful and comfortable to wear." 

Iconic Link Watch, Daniel Wellington, danielwellington.com

Photo by Daniel Wellington.


The watch itself is made with three-piece links, which fit together to create a simple, unfussy watch-wearing experience. That's kind of Daniel Wellington's thing: do the research and testing, so all you have to do is put the piece on—minimal effort required. The solid steel gives the whole thing a little more heft, but keeps intact the un-clunky feel that the brand's staples have. 

Watch veterans might be accustomed to the shape, weight, and aesthetic of a metal-link watch, but it's something that newbies can consider now, too. By nature of the design, it's just a little more elevated than a leather or nylon strap would be, making it more of a fixture to more professional or formal events. It's the kind of watch you can certainly wear every day, but also the one you can feel secure in wearing with a suit to work or a wedding. 

"We are committed to always having the product in center of what we do—and we only release new products if we know they are perfect," says Hedman. "We will never compromise on quality to release products faster, because quality and timeless style is the heart of our brand." 

There's a comfortable amount of variety to choose from, too: not so much as to overwhelm your shopping experience but enough to make you feel like you're personalizing the buy. The bracelet itself comes in two colors (a silver stainless steel or a plated rose gold), the face in two colors (black and white), and it's available in three sizes—28mm, 32mm, and 36mm. The latter, which is probably the best fit for most guys, retails for $219. i

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OBJ and Hailey Bieber wearing the Iconic Link watch

Photo by Daniel Wellington.

The release of the Iconic Link also marks Daniel Wellington's push for universal appeal: For the drop, the company brought on celebrities from all parts of the world, including Hailey Bieber, Odell Beckham Jr., Chinese singer-songwriter Lay Zhang, Juventus player Paulo Dybala, and Bollywood actors Ayushmann Khurrana and Radhika Apte. Turns out, everyone can get on board with Swedish minimalism.

This story originally appeared on Esquire.com. Minor edits have been made by the Esquiremag.ph editors.

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Christine Flammia
Christine Flammia writes about style, grooming, and more; she is the former associate style editor of Esquire and is currently pursuing a PhD in communications at Columbia.
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