Watchmaking has always been the realm of well-established brands such as Rolex, Omega, and Patek Philippe. However, over the last few decades, a new breed of watchmakers has come to stir the imagination of watch enthusiasts: microbrands. But what do we mean by microbrands, and why have they become so popular?

Definition of a Microbrand:

A microbrand is a small, independent watchmaker that produces its timepieces in limited numbers. Microbrands are usually founded by watch enthusiasts or entrepreneurs who aim to provide unique, high-quality products and circumvent the costs and constraints of the more traditional large brands. Microbrands are renowned for their ability to innovate, to cater to the needs and desires of individual customers, and to customize their products.

Characteristics of Microbrands

• Limited Production: Rather than producing in enormous quantities, as more prominent brands do, microbrands typically produce their watches in small volumes. This allows a high degree of attention to detail and a certain level of exclusivity. They will assemble their watches inhouse or outsource the production to other watchmaking companies.

• Innovation and Originality: Microbrands often pioneers innovation in design and technology. They are not afraid to experiment with new materials, mechanisms, and styles and to offer unique timepieces that stand out from the herd. But usually a microbrand won’t manufacture its own movements and will use those available on the market (ETA, Miyota, etc…).

• Competitive Pricing: By circumventing high overhead costs as large brands do and by offering their products directly to customers, micro brands can provide high-quality timepieces at more affordable prices. This is especially attractive to collectors and watch enthusiasts who are on the hunt for value as well as uniqueness.

• Direct Customer Relationships: Microbrands typically have a close relationship with their customers. They often use crowdfunding platforms such as Kickstarter to launch new models and gather feedback from final users. This direct interaction makes the customers feel part of the development process and more emotionally connected to the brand.

Watch microbrands provide a welcome change from conventional large brands. They offer unique, innovative, and often more economically priced products and, at the same time, develop closer relationships with customers. For people interested in watches and looking for something different and unique, microbrands come out as a must-have alternative for exploration. Here at Chronogaze, we are dedicated to showcasing all the new timepieces from most microbrands. So stay tuned and enjoy your daily dose of incredible watches!