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Ur&Penn launches the watch brand Equinox

Stockholm, 12th of April 2019 – Ur&Penn proudly presents the new watch brand Equinox. The brand is inspired by the curious, urban individual with an active lifestyle who prefers an effective modern everyday life.  

Ur&Penn launches the watch brand Equinox

Equinox is focused on design, choice of material and functionality. The vision is a watch which simplifies the everyday life for the one with a conscious mind, and at the same time adds another dimension to the owner’s style. The watch comes in stainless steel, is waterproof up to 50 m and comes with a genuine leather strap. Some of the models have an in-built NFC chip which through Fidesmo Pay makes it possible for the owner to connect a payment card*, enabling them to tap and pay.

Fidesmo is a Swedish tech company founded 2013. Fidesmo makes it possible to connect payment cards and other contactless services to different wearables, e.g. watches, in a simple and secure way.

“Fidesmo aims to increase the availability of wearable payments and our partnership with Ur&Penn is an important milestone in the Swedish market”, says Mattias Eld, CEO and co-founder at Fidesmo.

The Equinox brand consists of different models and colour combinations for both women and men, with a strap made from genuine leather or stainless steel. Erling Persson founded the watch chain Ur&Penn in 1943, with the vision to produce watches and jewellery with the best quality and price. Today Equinox can be found in chosen Ur&Penn stores in Sweden and on

*See the supported payment cards on



About Fidesmo
Fidesmo makes it possible to add payment and other contactless services, such as public transport tickets, office/hotel keys, and loyalty schemes, to a single card or wearable. The Swedish technology company provides a streamlined integration process for manufacturers to add contactless services to their devices and for contactless service providers to distribute their services without any hardware overhead to many devices. Fidesmo was founded in 2013 and has its headquarters in Stockholm and R&D offices in Madrid. Read more at


Sabina Rosenblad
Marketing and communications at Ur&Penn

Mattias Eld
CEO and co-founder Fidesmo



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