What are micro-brand watches?
Microbrand Watches (Microbrand Watches) are watch brands that are designed and produced by small independent companies or individuals, and are usually sold directly to consumers through online platforms, with some microbrands being initiated by crowdfunding platforms first.
- Design-wise, microbrands are branded with the unique design styles of their founders, and because of these unique styles a niche clientele is formed, which seems to be the origin of the microbrand name.
- Price-wise, despite the fact that micro-brands are produced in small quantities and the cost is relatively very much higher, almost all micro-brand watches are sold from online because they are directly facing the consumers, eliminating the intermediary links and high promotional costs, and thus have a very high price tag.
- In terms of the market, many micro-brands will feature limited editions, and different design styles also greatly satisfy consumer demand for personalization and differentiation.
Trends in the microbrand market
In recent years, the microbrand watch market has shown a growing trend. With the development of e-commerce and increasing consumer demand for personalized products, more and more microbrands are gaining attention and support through social media and crowdfunding platforms.
Many people believe that microbrand watches offer unique designs that are different from popular brands and can express their personal taste and style.
As mentioned earlier, the absolute most important aspect of the appeal of microbrand watches is the price factor; by cutting out the middleman, the same quality and configuration, microbrand watches usually offer a high quality product at a more affordable price.
There are also consumers who seem to be increasingly turned off by the ultra-high prices of luxury brands and are therefore happy to support small independent watchmakers, appreciating their innovative spirit and dedication to craftsmanship.
My Favorite Microbrand Watch Models of 2024
With the hot market and the vast array of microbranded watches, everyone will have their own list of favorite microbranded watches because everyone will have their own criteria.
Below is a list of my favorite microbrand watch models from 2024, of course, I will give my reasons, which may not be the same as yours, but I’m definitely not simply guessing, although the majority of the watches I don’t actually own!
1，Berneron Mirage
The Mirage is an asymmetrical timepiece from Berneron, an independent Swiss watchmaking brand founded by industrial designer Sylvain Berneron and inspired by Dali’s surrealist masterpiece Memory of Eternity.
In addition to the founder’s background, the brand was selected because of the Mirage’s unique styling, with its asymmetrically twisted case, hour-markers and hands, which are as fluid as molten liquid metal. The dial has a classic small three-hand layout, with the hands and hour-markers tilted slightly in a clockwise direction, creating a subtle dynamic. The curved center of the crystal is more convex, creating space especially for the twisted hour hand.
The Berneron Mirage has a new movement to match the twisted shape of the case, and with the 2024 MIrage model, it seems to have the potential to grow into a luxury watch brand, with a price tag of more than CHF 50,000, making it the most expensive micro-branded watch on my list.
Overall, the Berneron Mirage is a very unique and innovative timepiece that is a work of art in the world of watchmaking with its exceptional design and craftsmanship.
2，Christopher Ward
Christopher Ward is from the UK and has a longer history of micro-brands, founded in the UK in 2004 by Mike France, Christopher Ward and Peter Ellis.
To put Christopher Ward on the list, as opposed to the well-known watch brands, over the years Christopher Ward has not only developed its own movements, but also continues to introduce models that are accepted by the market and its marketing channels continue to expand.
The design of Christopher Ward will be a unique blend of British design and Swiss watchmaking expertise, covering sports, diving, vintage, military and other series, both modern and minimalist models, but also full of vintage flavor design.
My favorite is its popular C60 Trident collection, especially the C60 Trident Pro 300 GMT, featuring the latest C60 Trident Pro 300 case with a more functional and broadly appealing design that adds a summery color scheme.
3，Baltany
Founded in 2022 by Joye out of a love for vintage watches, Baltany from China aims to revive classic designs and use modern watchmaking techniques to make well-made, beautifully designed watches more affordable.
Despite not having been around for long.
Baltany is a watch brand centered on combining classic design with modern aesthetics, focusing on cost-effective watches that are both functional and aesthetically pleasing. The brand’s spirit is rooted in the reverence for time and the pursuit of craftsmanship. With the concept of “Inheriting the classics, innovating for the future”, the brand is committed to creating a watch that expresses the personal style and superior quality of its consumers.
Baltany draws inspiration from vintage design, combining history and modernity to give each watch a unique time stamp. Based on traditional watchmaking techniques, Baltany continues to innovate and incorporate modern technology and trends to meet the diverse aesthetic needs of consumers. The brand strives for perfection in every detail from the selection of materials to the production process, demonstrating its persistent pursuit of quality and craftsmanship.
Since its launch, Baltany has won wide acclaim in the global market for its quality design and excellent cost performance. Consumers recognize its perfect blend of vintage style and modern functionality, while also highly valuing its comfortable wearing experience and long-lasting quality. In the watch enthusiast community, Baltany’s creations are considered ideal for entry-level watch and collector enthusiasts. Its innovative design and affordable prices have allowed the brand to quickly build up a large number of loyal customers and achieve both sales and word-of-mouth success in several markets.
4，Kurono Tokyo
Kurono Tokyo, from the name, this is a brand from Japan, founded by watchmaker Hajime Asaoka in 2019, Asaoka Zhao in the field of watchmaking attainments, Kurono Tokyo aims to blend the Swiss watchmaking tradition with traditional Japanese craftsmanship .
Adhering to the ultimate pursuit of watchmaking craftsmanship and strict control of details, is committed to creating high-quality and unique design of mechanical watches, the brand is known for its compact, retro-style design, the traditional Japanese elements and classic retro style cleverly fusion, the overall presentation of a unique Japanese style and retro flavor. Most of the brand’s products are produced in limited quantities and have a certain degree of scarcity and collector’s value.
The brand is mainly sold through its official website, kuronotokyo.com, and an offline store has opened in Shanghai, China.
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