How will microbrands grow?

Guess like most things if they're a good price & good quality then they'll thrive, as there's far more opportunity to advertise now than there has ever been.

Personally I'm not into microbrands at all, but good to see the industry growing 👍

The only difference between the big guys and the microbrands is financing and time. The big guys started as microbrands and just survived better than the ones that fell by the wayside in the quartz revolution.

While becoming juggernauts they may not, there is no denying that they are creating a new breed of watch lovers, even amongst non-enthusiasts, i.e. smart watch fans or those who just can't see why a great watch has to cost thousands of dollars.

N that's truly the part that's worth watching for.

The first group prefers the latest in tech n would rather have their value equating to the price they paid. Be that realistic or not, I've gotta Apple watch fan telling me:

Unless it can best the aesthetics or functions or even the price of the Apple watch, then he will consider getting a watch...

Also, there's the other group, prefering value for money, high horology or not. N let's admit it, good watches are getting cheaper while cheap watches, especially microbrands are getting good.

Maybe people should buy more new and creative micros rather than fakes, clones or clone -homages

My one word answer: consolidation.

I swear I'm not following you around to counter you, but I largely disagree. The course of developing manufacturing starting off with crude copies, slowly improving materials, processes, and engineering, and eventually making new designs of world class renown is the organic evolution that has been the norm since forever AFAIK.

If you are saying that the cheap copy makers are good enough to branch out and that customers should recognize and reward this, I'd agree.

As for the overall question, Rome wasn't built in a day. Stratification is a hindrance but not insurmountable. Luck and external factors are at play. That said, I never heard of Christopher Ward three or four years ago, and look what darlings they've become. Meanwhile I'm not seeing MVMT or Daniel Wellington ads anymore.

People have always gravitated toward the known brand, unless a known brand didn't exist because it's a new market/item.

We tend to see brands as they exist today, forgetting that they got there over decades of being the "new guy".

As an example from the car industry; In North America back in the 80s through the mid-90s Honda and Toyota were cars people bought because they were cheap, and turned out to be reliable. These days Honda and Toyota are considered more "premium" than the older American brands, and sell at a higher price. Hyundai and Kia are now the more affordable options, and they are climbing in price and regard as well...

All this to say, brands can still come out, and rise to the top. They just need to offer a combination of price, quality, and design that people are willing to try.

I just followed you.

Isn’t the point of a public square debate and discussion. I appreciate you.

Let’s keep it going.

Now that we know who you are, I know who I am. I'm not a mistake! It all makes sense! In a comic, you know how you can tell who the arch-villain's going to be? He's the exact opposite of the hero. And most times they're friends, like you and me! I should've known way back when... You know why, David? Because of the kids. They called me Mr Glass. - M. Night Shyamalan, Unbreakable

What I never got around to saying is that there is a delay or lag from when a superior (or inferior, it works both ways) product is introduced to when the general consumer public commonly recognizes it. Sometimes this is downright generational as the older crowd, however you define that, is more set in their ways and less likely to be receptive to change.

There's probably a Malcolm Gladwell piece on this, but there are early adopters, the wide middle, and laggards. The last two value the safety of known/tested entities to varying extents, regardless of the fact that their knowledge may be outdated to incorrect.

They also want to see a pattern of fruitful releases so that they don't get burned basing their opinion on a prior fluke. Lots of microbrands are one hit wonders that can't repeat with successful followups.

Don't get me started on the feedback loop of social media. That admittedly is a problem that leads to a punctuated equilibrium where a circle jerk between content and audience reinforces itself for way too long until something breaks the cycle.

I think some will flourish but many won’t

Hard work, good products and design is a route. Isn’t CW taking giant steps to establish themselves as a brand outside the microbrand sphere?

Showroom and new ADs focusing on microbrands is one route. In december there will open a new AD representing 13 (at the start) Scandinavian micro brands. No clue if it will fly but it is an interesting enterprise non the less.

N that's how the sifting starts...

In the case of Studio Underd0g, product uniqueness and large media cover helps them grow quite significantly in just 2 years.

I think that the premise of the original post is wrong. To explain I would be here all day.

Coca-cola has lost market share to companies like Boylan. The 20th Century had many brands, like Moxie, that did not survive.

Casio is not an "old" watch company by watch standards. Timex has survived two bankruptcies. If you were a Hamilton executive in 1967 you did not have job security. Hamilton was not flourishing.

The makers of Magic were not shut out of the market by consumers or "Big Game" (like Avalon Hill).

This is a form of survivorship bias, looking at the wrong end of the telescope. There was nothing in the economy of the 20th Century or consumer preferences that foreordained winners and losers. Rolex was uniquely good at marketing, Casio had great timing and new technology. Each brand followed its own path.

I don't agree with your thesis as all brands were starter companies at some point. The circumstances are maybe different ( I would say it is easier to get masses behind today than in 1800, technology is more available, marketing... hence getting to tipping point where doubters join in ) but nevertheless principles are same, meaning consistency through centuries. Just look how many brands died or are totaly obscure today that were on top at some point in last 150 years or brands that thrived to where they are today. So if these micros will last more than a decade or two ( usually they don't ) then we can speak about comparing to established ones. Just look at RM, FPJ, Nomos, ALS to some degree and even CW as pointed from others.

Agree with @Aurelian. Remember when it was unheard to buy a non American car? Then the Japanese brands started to flourish. Remember when the Japanese brands stopped innovating and the Korean brands started to take off? This applies to so many products; Home appliances, TVs, computers, clothing etc.

I love many of the big brands, but I appreciate the smaller brands more. Longines makes awesome watches, but I am often more inclined to recommend a Monta. I love Seiko, but there are better watches for less; Nodus, Baltic, Farer all make more compelling products at three different price ranges Seiko plays in.

Will that always be the case? I do not know. I can easily see some of conglomerate brands (IE LVMH, Swatch, Richemont, etc) shutting down some of their legacy brands as much as I can see many of the micros closing doors. Trust me, there will be watch world equivalents to Pontiac, Oldsmobile, Mercury, etc. within the next ten years and no one outside of the enthusiasts will notice or care.

I also feel some of those same conglomerates will acquire more brands, and we could see some smaller brands partner together under a single company. That is just the cycle of business, in any industry.

They will grow if the product is quality because of people like us watch nerds,,

or they will dry up and blow away..It is the same with everything. I have a couple of micro brand pieces and i enjoy them. If the big companies dont treat their customers properly they will fade off also..JMO Enjoy the hobby

I agree with everything you said, FACTS!

For a microbrand to succeed, not necessarily reaching the level as the brands you mentioned and we all know, the owners must believe in their product, stay true to their craft and consistently deliver a good (not necessarily great) and relevant product. It will be a long journey unless they get a celebrity who supports the brand to add some momentum but what seems impossible can be achieved.

I like an underdog. I like what Furlan Marri are doing and have become quite obsessed with Unimatic!!!!

Many good comments in here.

Somehow it’s much easier to keep the microbrand as they’re today. With the access to internet, YouTube, someone got lucky and gets reviews by the big followers on YouTube to get a big hits while others is settled down.

Bigger brands has come to stay. They’ve been upgraded in another time and expanded different with bigger shops and crazy contracts worldwide. We got almost 8 billion people to choose which brands they wants to use ^^

Niiice... About time they are given due recognition 😊

Prediction: In 50 years, today’s micro brands will be consolidated as subsidiaries of the Worn and Wound Group.

Hello everyone. Micro brands have their place and growing. I only have one but the purpose of my comment is related to these words in the initial post "won't try new unproven things".

The majority of the micro brands are either using Seiko NH. Miyota or Sellita movements which are proven movements.

I really don't think that growth beyond what needs to happen for a companies survival matters in terms of both their relevance and how they serve the community.

But ... There are some smaller brands who could possibly outgrow 'micro' status.

The most obvious is Nivada Grenchen - they're very well funded and have the benefit of a relevant back catalogue to draw upon, though I would expect that they'd need to sell a sizeable stake to an existing corporation to upscale production in a meaningful way.

I could see the likes of Baltic, Helios etc. being of interest to one of the smaller major players (like Fossil Grp. or even the dreaded Invicta) too.

I think it's possible that at least one of the more existing established micros will go this way, but I'd imagine it'll be the exception, not the rule. ☻