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The Rise of Microbrands: Why Watch Enthusiasts Are Turning Away from Big Names
In recent years, a remarkable shift has unfolded in the watch enthusiast community, especially in the gap between high-end luxury watches, and inexpensive mass-produced fashion watches. This market once dominated by well-known mainstream brands such as Seiko, Citizen, and Tissot continues to change, with many collectors now passionately exploring the vibrant world of microbrands—small, independent watch companies with uniquely compelling offerings.
But why exactly are watch enthusiasts gravitating towards microbrands? And how are these small-scale brands reshaping the watch industry?
Some enthusiasts are drawn to microbrands for their distinctive designs and uniqueness, seeking variety in their collections. Others value the exceptional balance of quality and price, along with the transparency and direct engagement with their founders—qualities frequently associated with microbrands.
Design
At the heart of the microbrand revolution is the fact that these brands are frequently founded and operated by passionate watch collectors and enthusiasts themselves. This first-hand knowledge allows them to remain closely aligned with collector preferences, paying special attention to practical details like comfortable micro-adjustment features and other thoughtful design elements often overlooked by larger manufacturers.
A telling sign of a microbrand is smaller and limited production runs. For mainstream brands that operate using large production runs, there is an imperative to cater to the masses. For microbrands, the absence of this imperative often allows them to explore niche tastes and unique designs that cater to watch enthusiasts, where buyers can express their individuality.
Value for money
Offering exceptional value for money has become one of the hallmarks of microbrands. The main benefit of the "micro" in microbrands, is that these brands are often small operations, with limited overheads compared to mainstream brands. Pairing this with pre-order sales models that allow them to optimise production levels without excess costs, there is no surprise that microbrands are able to offer a greater value for money proposition.
Perhaps more importantly, microbrands demonstrate a deeper understanding of their customers' expectations. Collectors are well informed and knowledgeable, and there is almost an unspoken expectation for certain features and specifications across different price points—and microbrands are well aware of this. Features like sapphire crystals, Superluminova, and on-the-fly microadjustment clasps have become standard among microbrands, offerings that are often not matched by mainstream brands at similar price points.
Personal Connections and Transparency
If you have ever purchased from or interacted with a microbrand before, you may have noticed that microbrands excel in forging authentic connections with their customers. Many founders are active participants in online communities, openly engaging with enthusiasts on social media platforms and forums. Founders are transparent and prioritise direct communication to build trust, loyalty, and a sense of community—attributes often lacking in interactions with larger brands.
Microbrands and the Future
Based on the past few years, the rise of microbrands isn't merely a passing trend—it's a significant shift reflecting evolving collector values and tastes.
As this trend continues, expect microbrands to become increasingly influential players, further disrupting the landscape traditionally dominated by established mainstream brands.
