A new way to experience watches
Over the last decade, a new force has reshaped modern watchmaking: the microbrand. These brands don´t compete with Rolex or Omega (among other brands) on scale – instead, they win on creativity, authenticity, and community.
A microbrand is typically a “small”, independent, watch brand, founded in the 2010s-2020s, producing limited quantities and focusing on strong design, storytelling, and value for money. Most microbrands are born online, growing on social media, watch events and speak directly to their audience.
Think of microbrands as the independent designers of horology – closer to collectors, more daring, more innovating, and accessible in a way that allows genuine dialogue with the people who create the watches.
What does “microbrand” really mean?
Most microbrands:
- Were founded after 2010 (many after 2020)
- Are run by small teams or founders with a clear vision
- Produce limited pieces (often a few hundred)
- Use reliable movements (Sellita, ETA, Miyota, Seiko, etc.)
- Outsource parts of production but control design and identity
- Sell direct-to-consumer, often online
What makes them exciting is not technical supremacy – it´s original design, transparency, and passion.
What do microbrands offer differently?
Design-first approach
Microbrands are free from corporate constraints. They experiment with colors, proportions, materials, and ideas that big brands won´t risk.
Community & Ambassadors
Buyers don´t feel like “customers” – they become part of the brand.
Many microbrands:
- Interact directly with owners on social media
- Invite clients to events, launches, or factory visits
- Treat early buyers as brand ambassadors, not just buyers
- Closer approach to the brand and community
Owning a microbrand watch often means supporting a vision, not just wearing a logo.
Who are microbrands for?
Ideal for:
- People looking for something unique and different
- People who want to avoid mainstream watches
- Those who value story, design, and individuality
- People who already own Rolex, Omega, Ap, etc… and want contrast
This is watchmaking for people who want to be asked:
“What are you wearing?”
Microbrands & Watch enthusiasts
For watch enthusiasts and collectors, microbrands offer:
- A fresh perspective on horology
- Affordable entry into mechanical watches
- Close connection to the brand
- Early access to the new time pieces
Many collectors today mix:
- Luxury brands
- Vintage pieces
- They add microbrands
Some examples of Microbrands are:
- Furlan Marri: (Swiss Made, founded in Geneva)
- ID Genève (a Swiss microbrand focused on sustainable and circular watchmaking)
- Dennison (a British-Swiss revival blending UK design with Swiss production)
- Beaubleau Paris (a French microbrand with Swiss movements and assembly)
- Studio Underd0g (a British brand with chinese movements and they also use Swiss Made mechanical for their chronographs)
- Ming (founded by Malaysian collector Ming Thein, their movements are Swiss Made)
- Farer (British design, Swiss Made)
- Serica (French, tool-watch focused)
- Baltic (French, vintage inspired)
- Lorier (American inspired by mid-century tool watches)
- Bravur (a Scandinavian microbrand known for minimalist design and restrained aesthetics)
- Isotope (UK, bold contemporary design)
Final thoughts
Microbrands represent the most dynamic and human side of modern watchmaking. They are not about status – they are about identity and statement.
For collectors and enthusiasts, microbrands are often where true passion begins.