Microbrand watches

Microbrand watches are wristwatches produced by small, independent watch companies.[1][2]

History

The term "microbrand" is usually synonymous with the microbrand watch industry, though it can also be more widely used to describe any small-scale brand that is likely only recognized in niche communities and among hobbyists.

Microbrands typically outsource a major part of creative and production processes to a third party, which differs them from regular independent watchmakers.[3] Microbrands also often delegate quality control to their suppliers and watch factories.[4]

The first microbrands debuted in the early to mid-2000s followed by a rapid increase in numbers is the 2010s. Previously, the demand from established watch brands led to the launch of numerous third-party production facilities ready to manufacture watches for smaller brands (especially when the existing components and design elements could be used). Another reason for the emergence of microbrands was the gradual increase of prices of timepieces from Swiss manufacturers between 2000 and 2020.[4]

The internet allowed microbrands to easily find suppliers and production facilities, reach out for potential buyers and get involved with existing customers. Many microbrands used crowdfunding. In 2012, there were two successful watch projects on Kickstarter that raised USD 101,252 from 316 backers. In 2015, 87 projects raised over USD 57.4 million.[5]

With the advent of the Internet, brands were able to distribute watches directly to consumers within e-commerce, without taking on the overhead usually associated with luxury goods such as retail locations, marketing budgets, and other associated costs.

As a result, the prices of microbrand watches are generally significantly lower than luxury-tier watches, despite being produced in the same factories.

See also

References

  1. ^ Wolf, Cam (19 April 2023). "Add one of these killer microbrand watches to your collection now". GQ. Retrieved 24 September 2024.
  2. ^ Davis, Johnny (6 December 2022). "Small-Time Players: The Rise of Watch Microbrands". Esquire. Retrieved 24 September 2024.
  3. ^ Mario Canonizado (December 28, 2024). "Microbrands Are Making Watchmaking Fun Again!". Watch Advice. Microbrands do not have the resources that traditional or independent brands do. They typically find themselves outsourcing a major component of their creative or production processes to a more experienced third party...
  4. ^ a b F. Jacquerye (May 3, 2022). "Two pivotal changes that enabled the micro-brands boom". Watch Projects. Retrieved July 11, 2025.
  5. ^ Kristin Pryor (May 23, 2016). "The Internet and the Rise of Microbrand Watches". Tech.co. Retrieved July 11, 2025.
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