There is a plethora of new small watch brands on the market these days, and they generally get called a “microbrand”. But I’d suggest some of these brands are probably pushing out more units than some smaller swiss established brands. So, what are the characteristics of a microbrand, and when does a microbrand become an “established brand”?
This account is verified. WatchCrunch has confirmed that this account is the authentic presence for this person or brand.
This question fascinates me as someone who likes to collect ”microbrands”. While I think size is important I do feel that there are a number of other things to take into account and for me one of the main ones is distribution methods. This is why I think the three brands you’ve named can still be classed as micros. While there are some AD’s that stock Baltic watches, generally speaking if you want to buy one of these brands new you have to go directly to the source. This limits access to their products as a lot of the non-watch public won’t even get to hear of these brands let alone purchase them. I think if they start getting big enough that they can supply a fair number of AD’s with their products then maybe the microbrand label no longer applies.
This question fascinates me as someone who likes to collect ”microbrands”. While I think size is important I do feel that there are a number of other things to take into account and for me one of the main ones is distribution methods. This is why I think the three brands you’ve named can still be classed as micros. While there are some AD’s that stock Baltic watches, generally speaking if you want to buy one of these brands new you have to go directly to the source. This limits access to their products as a lot of the non-watch public won’t even get to hear of these brands let alone purchase them. I think if they start getting big enough that they can supply a fair number of AD’s with their products then maybe the microbrand label no longer applies.
Does that make Rolex a microbrand now? They can't stock their ADs... 😜
On a more serious note, that is a reasonable definition, but not one that I personally use. CW sells something like 20K watches a year, that's hardly microbrand territory to my mind. Particularly when you have an in-house movement, multiple in-house modules, and a manufacturing facility.
I would define a microbrand as a company that sells small batches of limited production run watches and does not hold stock. So, something like Zelos, despite being popular, is still a microbrand because they don't stock/warehouse watch models.
Here is a good thread on this topic. My summary C&P below with modifications:
Very long discussion on it here. You will see lots of debate on the topic, but there is no one clear answer.
As a result, many people will plant their flag in one or all of these types of companies as "true micro brands." I have no issues with most of them and consider all of them micro, but to each their own definition-wise.
Does that make Rolex a microbrand now? They can't stock their ADs... 😜
On a more serious note, that is a reasonable definition, but not one that I personally use. CW sells something like 20K watches a year, that's hardly microbrand territory to my mind. Particularly when you have an in-house movement, multiple in-house modules, and a manufacturing facility.
I would define a microbrand as a company that sells small batches of limited production run watches and does not hold stock. So, something like Zelos, despite being popular, is still a microbrand because they don't stock/warehouse watch models.
Actually I like that veterans you’re right calling a brand that dels around 20k watches a year a micro doesn’t seem right.