SevenFriday founder opens Priors Court play area


SevenFriday founder and owner Daniel Nieder has opened a soft play area for autistic children paid for through the sale of special edition watches.

The watch brand launched the SevenFriday Priors Court special edition watch to raise funds for Priors Court School, in Berkshire, which specialises in the education of children with autism.

Sales of the watch raised £65,000 with a further £35,000 being raised through auctions and a special gala event.


The project was brought about by UK SevenFriday distributor Mark Sutcliffe, whose daughter attends the school, and is a parent trustee of the school.

Neiderer, far left, was joined by Shawn Stockman of R&B group Boyz II Men, centre, and Sutcliffe, second right.

Stockman is founder of Micah’s Voice foundation for Autism in America, which has also benefited from the sales of special edition SevenFriday watches.

Sue Piper, director of education at Priors Court, said: “For our young people, autism can create obstacles to their learning and enjoyment of life. They experience a high level of anxiety and may struggle to focus if they are stressed. Physical exercise is something we provide throughout the day as a key strategy in reducing anxiety, increasing attention and learning to self-calm. The new outdoor play areas will help the young people to develop social interaction skills, learning to play, relax and interact with staff and their peers.

“The support of SevenFriday has been amazing. Their generosity and that of all the donors has enabled us to create this wonderful and much needed resource."

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