Micro vs. Independent?

Recently Teddy B released a video on micros and as expected the comment section was a buffet of nonesensical opinions that were further fueled by the confusion of what a micro brand even is . . . Saw people naming Oris, for instance, which I would never label a micro (but hey some might have other ideas).

So, where is the line for you? Does it have to do with production volume? In-house manufacturing? Years in business? Even just perception in the community?

Reply

Microbrands are small businesses with no own brand shops, small volume and a more batch oriented production. IMHO

I think Teddy already nailed it.

I thought this has a decent definition of microbrand vs independent:

https://www.thewatchmuse.com/blog/microbrands-vs-independents#:~:text=A%20microbrand%20is%20an%20independently,finishing%20is%20done%20in%2Dhouse.

But I would say that I disagree with the statement "produce their products fully in-house" In my opinion, some percentage needs to be produced in-house to be considered an independent, but not necessarily 100%, specifically relating to 3rd party movements. Again just my opinion here.

I think the main thing is low production volumes, but the second thing is brand awareness. I'd say, if more than half of "watch nerds" could recognise your brand name if they saw it in the wild, you're starting to make the journey out from being a microbrand, even if your production volumes haven't caught up yet.

lesslucid

I think the main thing is low production volumes, but the second thing is brand awareness. I'd say, if more than half of "watch nerds" could recognise your brand name if they saw it in the wild, you're starting to make the journey out from being a microbrand, even if your production volumes haven't caught up yet.

Definitely with you with number 1, but I think youtube has made the second point a bit tough. For example Studio Underdog in my opinion is definitely a microbrand but I鈥檇 probably say that more 鈥漺atch nerds鈥 are aware of them than say a much larger brand with constant production such as Norqain. And that鈥檚 because almost every majour watch youtuber has spoken about them, although I imagine Richard doesn鈥檛 have any plans of ramping up production to non-micro levels.

You read YT comments?

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bc6619

I thought this has a decent definition of microbrand vs independent:

https://www.thewatchmuse.com/blog/microbrands-vs-independents#:~:text=A%20microbrand%20is%20an%20independently,finishing%20is%20done%20in%2Dhouse.

But I would say that I disagree with the statement "produce their products fully in-house" In my opinion, some percentage needs to be produced in-house to be considered an independent, but not necessarily 100%, specifically relating to 3rd party movements. Again just my opinion here.

Agreed completely with your take. Even high-level independent brands outsource certain aspects of their production, such as finishing, movement parts manufacture, etc.

neveroddoreven

You read YT comments?

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Sometimes I just like to get angry at nothing 馃槀

LTTang

I think Teddy already nailed it.

I think he did . . . And then nobody seemed to get it haha 馃槀 Of course, the comment section typically isn鈥檛 where high levels of common sense reside.

SNWatchNerd

Sometimes I just like to get angry at nothing 馃槀

Ok but sometimes I just like to get angry at everything

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