Magnus Appelryd is a Swedish entrepreneur and industrial designer best known as the co-founder of the Stockholm-based independent watch brand Bravur. Along with his longtime friend and business partner Johan Sahlin, Appelryd established the company in 2011 with a vision to create timepieces that blend Scandinavian design principles with Swiss mechanical precision.
Appelryd’s professional background is rooted in industrial design, particularly within the sports and outdoor product sectors. This experience heavily influences Bravur’s aesthetic, which often balances urban fashion with functional engineering. A dedicated cyclist since the 1990s, Appelryd competed in racing alongside Sahlin, and this shared history has become a cornerstone of their brand’s identity. The duo’s passion for cycling is reflected in several of Bravur’s key collections, including the Grand Tour series, which features chronographs inspired by major road races like the Giro d’Italia and the Tour de France.
Under Appelryd’s leadership, Bravur transitioned from producing quartz watches to focusing on high-quality mechanical timepieces. In 2017, the brand launched its first automatic model, marking a shift toward in-house assembly and testing in Sweden. This move was part of Appelryd’s broader strategy to incorporate more Swedish materials and maintain greater control over the production process. Today, all Bravur watches are hand-assembled to order in Bastad, Sweden, utilizing Swiss-made movements.
Appelryd remains active in the brand’s daily operations, overseeing design strategy and commercial development. His approach to watchmaking emphasizes a strong visual identity and unique signature elements, such as the “Solitar” case design. Through Bravur, Appelryd continues to bridge the gap between his background in industrial design and his personal interests in style and cycling, establishing the brand as a notable participant in the international microbrand watch market.