In the world of watchmaking, microbrand watches are exuding a unique charm. In this article, we will take you on a journey through the world of microbrand watches to discover the splendor of these niche brands.
Microbrand watches are usually those brands that are small, independently owned and operated and have a primarily direct-to-consumer sales model. They do not appear in regular shopping malls or jewelry stores, and if they do have outlets, they are often dedicated microbrand watch stores. One of the main attractions of micro-brands is the wide selection, from the initial plan of ten brands, to fifteen, eventually expanding to twenty, and even what could have easily been a list of fifty, with creative, colorful, and innovative designs that allow consumers to buy boutique niche products at the price of mainstream brands. These watches are mostly produced in small batches, available in limited quantities, and in many cases consumers are able to establish a direct connection with the brand owner. However, there are some drawbacks to microbranding, such as the lack of parts support that brands may face if they disappear, and the lack of availability due to their small size.
Derenzo
The brand comes from Switzerland and is an example of a micro-brand. Owned and operated by Sergio Dorezzo, he is personally involved in everything from design to production. The design language is coherent and colorful, and all of the watches are Swiss made and of the highest quality, yet all are priced under $1,000. The DRZ 02R is a standout, and while it’s difficult to purchase immediately due to the small production run, a second pre-order will be available soon.
Islander
Islander Watches of Long Island, New York is something else. It is the brainchild of Long Island watch store owner Mark Franco, who is also a friendly man in the watch world. Six years ago, when Seiko stopped making the SKX, he created the Islander to create a classic Japanese watch that was close to his heart. Early Islanders had a Seiko-like look, but over the past 18 months the brand has made bold design breakthroughs, with clever use of color and texture, and great value for money, with prices starting at $200 and topping out at just $550, like the new Port Jefferson GMT, a dive watch with a Meyda movement.
Namica
The Japanese brand Namica Watches is a relatively young brand founded by American expat Charlie and his Japanese wife. Their designs have a strong cyberpunk feel to them, especially in their use of color and Japanese characters. Their Okami watches, for example, showcase this unique design sensibility and are currently taking orders for delivery in October.
Second Hour
Second Hour Watches of Melbourne, Australia is celebrating its fifth anniversary this year. Its collection is centered around brand owner Peter’s obsession with sacred geometry, represented by the mandala model, which has a unique look that sets it apart in the marketplace.
Draken
Draken Watches of New Zealand, founded by South African expatriate Michael Bull, who was inspired by his birthplace of South Africa and his residence in New Zealand, has been around for about five years and is now in the process of updating its original collection with the Togara line of dive watches, which features indexed designs inspired by South African native tribal art, and offers great value for money.
BALTANY
Baltany is a Chinese brand that has emerged in the field of micro-brand watches. It specializes in vintage style watches, blending classic design elements with modern watchmaking techniques. Its product line covers a wide range of watch types, including dive watches and flight watches. Tribute to traditional models can often be seen in the design details, such as the layout of the dial, the style of the hands and the design of the bezel, all of which have a strong vintage flavor. At the same time, Baltany is also more careful in the choice of materials to ensure the quality and durability of the watch. In terms of price, Baltany offers consumers a cost-effective option in their quest for unique design and quality. The brand focuses on interaction with consumers, collecting feedback through various channels to continuously improve and optimize its products, and has gradually built up its reputation and fan base in the domestic and international microbrand watch market.
Helm
Helm Watches, on the other hand, is a distinctive micro-brand, and the watch itself is excellent, large, bold, heavy and well made, with excellent luminescence, for just over $400. But because it is a one man operation with limited production and a waiting list that can stretch into years, the Vanuatu is a classic, a heavy tooled dive watch that is simple and easy to read.
Halos
Canada’s Halos brand, known as the “micro-brand Rolex”, is known for being difficult to purchase and its second-hand prices are often higher than those of new products. Adopting a scarcity model of operation, such as limited availability or waiting in line, helps the brand stay lean and efficient, and reduces the pressure on inventory. the C4th is a recommended model, with a simple design and good value retention.
RZ
Founded by Travis Tan, formerly of Boulder, another Singaporean micro-brand, RZ focuses on rugged outdoor styles, with a lineup that includes dive and field watches, as well as pilot’s watches, as its founder was a commercial pilot. the Resolute field watch is a recommended model, with a clean design and a variety of bold colors.
Vario
Singapore is home to a concentration of micro-brands, and Vario is one of the interesting ones, specializing in Art Deco formal watches and mid-century military style models, without venturing into the realm of dive watches. Its Empire GMT model, beautifully designed and available in a variety of seasonal colors, comes on a premium leather strap.
Zelos
One of the best of the micro-brands, founded by El Chantal, who is still deeply involved in the day-to-day running of the company, even after its huge success. The brand has a scarcity model with limited editions, and some of the most popular colors command a premium on the second-hand market; the Swordfish Titanium was in the top five of the best watches of the year, with a unique and vibrant design, but it’s a shame that it’s hard to get a full new model today.
Farah
The British brand Farah has a knack for color-coordination, combining seemingly incongruous colors on its dials to great effect, and the Aquamatic dive watch collection is an affordable option at less than $1,000.
Marloe
The watch company originated in Scotland and is now located just outside of London. With a loyal following and a wide range of styles, from compression dive watches to GMTs and squares, the Astro square watches are recommended, as they are rare among the big brands and are comfortable with short lugs and colorful dials and straps that are eye-catching.
Brew
The New York-based Brew brand, which has recently attracted a lot of attention because of Idris Elba’s wear, has a coffee theme with coffee beans as its logo. Their watches are priced between $400 – $500, like the Metric model, which has a vintage dial in a variety of fun colors and a distinctive ’70s-inspired silhouette.
Nodus
Since its creation in 2017, the brand has brought innovations to the industry, such as the Nodus clasp system, which it licenses to third parties. Its Sector line of automatic models is recommended, with prices starting at around $450 and available in three-hand and GMT models.
Monta
Monta is a relatively expensive entry into the microbrand market, American based and Swiss made. There are only five models in the collection, but each is available in a variety of colors and prices range from $2,500 to $4,000, as is the case with the Atlas GMT model, which is a beautifully sized and great looking watch.
Unimatic
The Italian brand Unimatic has a minimalist, cool and sexy design that removes all unnecessary ornamentation in favor of a basic time display. The style is more uniform, as in the case of the U3 classic dive chronograph, which is cool and the dive chronograph itself is a rarity.
Straton
The Swiss brand Straton, owned by a gentleman named Kyle Schutte who loves the ’70s and motorsports, is a brand of racing chronographs with ’70s-inspired colors and case shapes, such as the Special in a TV case, which costs about $1,000 (automatic) or $500 (quartz).
Formex
The brand has risen rapidly in the last five years, offering a range of innovative everyday and dive watches with patents such as the ratcheting clasp and suspension case. the Essence Legera three-hand model, with its suspended carbon fiber case, titanium movement holder, and ratcheting strap, is comfortable to wear and, at around $3,200, is a lot cheaper than the Tag Heuer in the same material.
Yema
The French brand Yema is a “zombie brand” that has been resurrected and revitalized by new owners. The brand has a rich history of designs to draw from, even LED watches. the Navy Graph Diver is a recommended model, quartz movement, three hands without calendar, with a marine theme, for less than $500, with an excellent strap and dive watch extension.
Baltic
The name is close to the Chinese BALTANY, but don’t get me wrong, they’re not related in any way, in fact Baltic has a much longer history.
The Baltic brand has evolved over the past five years, and with its distinctive vintage look, buying one of its watches is like buying a brand new vintage watch, with no worries about aging movements and a two-year warranty. Its Mr HMS and By Compact lines are popular, such as the Hermetique model, a sophisticated everyday adventure style watch that costs around $500.
Olevas
Switzerland’s Olevas, also known as the “Zombie Brand”, has been resurrected with a line of beautiful Skin Diver designs such as the p101 (discontinued) and similar styles can be found in the c1000, O 350 or p104. Prices range from $1,500 – $3,000 for a quality watch with a strap hand-finished in Switzerland.
Zerk
Last but not least is Zerk Watches, which has some crazy designs that break the mold of traditional watch design, such as the Triptic, Vendetta, Halograph, Soloscope, and even the Inverter, which puts the movement on top of the watch. Prices range from $500 – $600, allowing consumers to experience unique and crazy designs at a lower price point.
All in all, the global microbrand watch scene is a colorful and diverse one, with something for everyone, whether you’re looking for design, quality or value for money.
However, there are some considerations when shopping for microbrand watches. First of all, you should pay attention to the brand’s reputation and word of mouth, which can be comprehensively assessed by checking consumer reviews, watch forum discussions and the brand’s history. Second, understand the brand’s after-sale guarantee policy.
Due to the relatively small scale of micro-brands, there may be differences in the stability of their parts supply and maintenance services to ensure that problems with the watches can be properly resolved. Furthermore, for some brands that adopt a limited release or queuing mode of purchase, it is important to fully consider your patience and the urgency of your purchase needs to avoid blindly following the trend. Finally, choose the right style and brand according to your personal style, usage scenario and budget, and don’t buy impulsively just because of the unique design or attractive price, to make sure that the watch you choose can truly fit your lifestyle and aesthetic needs, and become a long-lasting companion on your wrist.