In a previous post, I explained what a microbrand is in modern watchmaking – independent brands driven by design, community, and direct relationships with collectors.
Now, I want to take that conversation further and give you 10 examples of microbrands that are changing the watchmaking in 2026.
These are brands you should know. They are interesting, challenging, intentional, and worth your time.
DENNISON
Founded by and the designed by the Swiss designer Emmanuel Gueit, famous for designing iconic watches for Audemars Piguet (Royal Oak Offshore), Rolex, Piaget, and more.
The origin of the brand is British heritage with Swiss Made movement. This brand is famous for manufacturing cases for Rolex and Omega in the early 20th century, Dennison has been revived with a strong architectural and design-led identity. Under the direction of Emmanuel Gueit, the brand focuses on elegant proportions and sculptural cases.
GPHG (Le Grand Prix d’Horlogerie de Genève 2025) Winner in the category “Challenge” – ALD Tiger’s Eye in Gold.
Storytelling focus: historical legitimacy reinterpreted through modern design.
GPHG (Le Grand Prix d’Horlogerie de Genève 2025) Winner in the category “Challenge” – ALD Tiger’s Eye in Gold (1st. photo on the left).
ID GENÈVE
Nicolas Freudiger is the CEO and Co-Founder os ID Genève. It ´s a Swiss brand powered by mechanical movements. This brand represents a new generation of microbrands built around sustainability and circular luxury. Using recycled steel and transparent supply chains, the brand positions itself at the intersection of design, ethics, and innovation.
ID Genève is redefining watchmaking by using solar-powered steel production, melting metals at over 1,500C without fossil fuels. This innovation reduces environmental impact at the source and supports circular watchmaking with recycled and sustainable materials.
The Solar Furnace in La Chaux-de-Fonds represents a long-term commitment, not a one-off experiment.
Luxury is reimagined here: design, precision, and responsibility coexist without compromise. Collectors and the industry alike invited to witness and embrace sustainable innovation in horology.
MING
Founded in 2017 by photographer, designer, engineer and collector Ming Thein, MING has become one of the most respected names in the microbrand world. Its watches are instantly recognisable, produced in very small quantities, and highly sought after.
MING has won two awards at the GPHG, in 2018 they received the award for the “Petit Aiguille” for Ming 19.01 and in 2024 they won the category “Sports Watch” for Ming 37.09 Bluefin.
FURLAN MARRI
This brand is founded by Andrea Furlan and Hamad Al Marri. It’s a Swiss brand and their movements are powered by Mechaquartz and Swiss mechanical.
Furlan Marri blends mid-century inspiration with contemporary finishing.
The brand gained instant credibility for offering exceptional aesthetics and detail at accessible prices. In 2021 they won the award “Revelation” at the GPHG.
BEAUBLEAU
It was created in 2017 by designer Nicolas Ducoudert and this brand is from France. Recognized by the signature circular hands, Beaubleau approaches watchmaking through art, philosophy, and architecture.
All watches are automatic and assembled in France.
STUDIO UNDERD0G
Founded by Richard Benc in United Kingdom. This brand makes chronographs in a playful and unique way. Known for bold colors and pop-culture references, the brand built a strong community.
Besides fun chronographs, this brand catched the attention of watch enthusiasts, when they made a collaboration with H. Mosser & Cie. calling it “Project Passion” (photo on the right) selling both watches as a package, limited to 100 pairs.
Studio Underd0g is popular in making collaborations with different brands like Fears, Sartory-Billard, among others.
FARER
Founded in 2015 by Paul Sweetenham in United Kingdom. This brand combines British design with Swiss manufacturing.
Its watches are colourful yet refined, bridging the gap between classic and contemporary.
BALTIC
A French brand founded in 2016 by Etienne Malec. Baltic is often cited as one of the brands that helped legitimise the modern microbrand movement. Strong vintage references, thoughtful proportions, and accessible pricing define its success.
Timeless tool watches vintage inspired, operated by Japanese and Swiss mechanical movements.
SERICA
Founded in France by Jérôme Burget. Serica focuses on professional tool watches inspired by military and exploration history. The brand prioritizes function, legibility, and robustness.
Serica is operated by Swiss mechanical movements (including COSC-certified).
ISOTOPE
Founded in 2016 by José Miranda, a British brand that stands out through bold case shapes and distinctive dial architecture. The brand is modern with unique designs.
Headquartered in Henfield, England, and operating primarily from facilities in Switzerland.
Final thoughts
Microbrands are no longer a niche of curiosity. In 2026, they represent some of the most exciting, honest, and creative expressions of modern watchmaking.
They offer:
- Direct access to founders
- Strong Storytelling
- Design freedom
- And a sense of belonging that large brands cannot replicate
If you’re looking for a watch with personality—not just prestige—microbrands are where the conversation truly begins.