Everybody and their grandmother want to buy a Rolex or an Omega. But if you cannot afford a top-notch Swiss brand, there are countless other well-established Swiss and Japanese brands to choose from. Casio alone has hundreds of watches to choose from, if you are looking at just one established brand.
Fortunately for the watch buyer, there is another category of watches made by independent or indie brands, called micro brand watches. Since building a watch from the ground up is rather expensive, they buy off-the-shelf Quartz or Automatic movements from Japanese, Swiss and Chinese companies and then craft uniquely designed watches that are hard to find among the established players.
Micro brands are independent watchmakers offering unique designs and a more personal connection to customers, often through crowd-funding and social media, disrupting the established luxury watch market. They have become increasingly visible since the 2000s, when e-commerce took off in a big way and watch movements and parts also became available from reputed watch manufacturers. They often utilise crowd-funding platforms and social media to engage with customers, build a community, and raise funds for production.
Micro brands often offer more affordable options compared to established luxury brands, appealing to a broader range of consumers. However, some micro brands offer exclusive editions that rival the likes of Rolex in terms of price.
They are known for their ability to innovate, experiment with unconventional aesthetics and materials, and produce limited-edition or small-batch timepieces. Many micro brands leverage direct-to-consumer sales models, including online forums and e-commerce, allowing them to bypass traditional retail channels and connect directly with consumers. Many micro brands are run by watch enthusiasts themselves, creating a sense of community and shared passion (see our main article on Nalla Neram watches).
Micro brands are also challenging the status quo of the luxury watch market by offering unique designs and a more personal connection to customers. Consumers are increasingly seeking unique and personalised products, and micro brands cater to this demand by offering a variety of styles and designs. Some of the designs are bespoke and unique to each customer, as in the case of most Rolls Royce cars.
Despite their size, microbrands prioritise craftsmanship and attention to detail. They collaborate with skilled artisans and use high-quality materials to produce timepieces that rival those from larger, more established brands.
The accessibility of global watch manufacturing and the internet sales model allows micro brands to operate efficiently and inexpensively. However, some micro brands may face challenges in maintaining consistent quality control, given the limited facilities they have.
Ensuring the availability of spare parts and reliable servicing for micro brand watches can also be a challenge, especially in markets where they might not be represented. After all, a lot of people buy watches online or when they go abroad and then they find that parts and servicing for that particular watch is not available in their home country.
But it is always nice to wear a micro brand watch, because they are mostly limited editions with a unique take on time. Micro brands do not have the economies of scale to make say, 10,000 watches, but they can usually make around 1,000. In fact, some micro brand watches are so coveted that they sell out almost immediately in physical and online storefronts.
Among the most well-known micro brands from around the world are Farer, Fears, Unimatic, Yema, Traska, Nodus, Monta, second Hour, Perun, Straum, Ophion, Selten, Ikigai, Lorier, Marin Instruments, Alterum, Atelier, Paulin Modul, Nomos Glasshutte, Laco and Halios. All these watches feature unique designs (that sometimes extend to the straps or bracelets) that even established players sometimes try to copy.
If you want to order a watch from a micro brand, do some research on the Internet first. Try one on if available locally. Ask around whether movements and parts are generally available – for example the Swiss Sellita movement is widely available and replacements are not a problem. Always ask separately for bracelet and strap prices, because the latter is often cheaper.
Wearing a micro brand watch makes you stand out from the crowd. It will also support people who are just starting out in the watch making industry. Such encouragement could lead to more stunning developments in the watch world later.
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