The "Svalbard" brand is named after the Svalbard archipelago, which is located to the north of the European mainland. These watches are inspired by the beautiful, extreme and challenging landscapes of Svalbard and are valued more for their elaborate artistry, aesthetic appeal and fashionable design, than for simple timekeeping.

"Polar Aviation" is dedicated to the brave and fearless pilots of Svalbard who fly between the islands of the archipelago in Dornier DO-228-200 planes, just like those shown on the dial. The "Solfestuka" model is named after the holiday celebrated when the sun returns to Longyearbyen after the Polar Night. A day when the northernmost sundial starts working again. The "Nordlys" (the "Northern Lights", in Norsk language) has special adornments symbolizing the waves of the Northern Lights. The "Isbjornen" (the "Polar Bear", in Norsk language) is the most noble animal living on Svalbard.