Is Marathon (Watch Company) a microbrand?

My vote is an awesome Canadian watch brand with a rich military history. Nice watch.

I have a hard time considering a brand that has been around since the early 1900s a microbrand. A nice brand for sure, but definitely not a microbrand.

Why can’t you keep a micro? If this turns out to be one will you sell it? And how much are you asking?

Marathon is mainstream

Founded in 1939. Supplied watches to the Allied forces during WW2. Still a supplier to the Canadian and US armed forces. Third generation family ownership.

If we're going by continuity of provenance, they closer to something like Rolex or Patek vs the Swatch Group or Richemont conglomerate. Not that anyone should think of it that way.

Marathon is a great watch well built. They do have a history with the military if I am not mistaken. There are a couple video's on you tube if you want any info. It looks great enjoy!!

Less microbrand and more an independant watch company. Think more of the lines of brands that stayed independant of big watch/jewelley/fashion conglomerate.

I'd say their heritage and number of skews makes them a solid independent watch company.

I guess independent watch brands that existed before the word Microbrand was coined remains to be an independent watch brand. So IMHO, it’s not a Microbrand. Cheers.

Not a micro brand.

Cheers!

Nice watch. Marathon is not a Microbrand.

A brand that doesn't advertise and doesn't use physical retailers?

That's not really mainstream to me.

The enigma of Marathon. The retail side of their business isn't as old as the government contract business. Active service members could pick up Marathon watches in the PX for years. Word of mouth- buy the watch X or Y unit is issued for cheap. Many of the government contracts outside the US & Canada are probably part of a package deal for arms and supplies. Lots of surplus sold at their version of a PX as well. Create a website for the public. Next thing the entire annual production sells out. Retail is a profitable side business to contracts that have yet to expire. No need to grow the retail piece.

Advertising ramps up demand and costs money. On top of paying for advertising you have to build out to scale up production. It's easier to fulfill the longterm contracts you have and sell surplus to the public at an inflated price. Raise retail prices annually unlike the agreed contract DOD price.

Eventually these government contracts will dry up. Most units use Garmin or a similar variant. Once the government cash ends Marathon will start advertising. Probably just to hype demand and sell the company to Swatch Group. Let the big boys scale up and spend money advertising.

No not a micro brand at all.

No - owned by Gallet and Co. who are are old money when it comes to watches.

I've always wanted a Marathon like yours since I first saw one. Looks great on your wrist.

Well, you've heard it from alle the others here! I would class it more as an independent brand, like @honedwatches and @TalkingDugong said. It's a very established brand and rooted in a rich heritage. I love my GSAR, I take it out every summer for my sailing trips and it is perfect for outdoor action.

I think they don't advertise as much and don't have a physical retailer because their main source of revenue is/was military contracts. It's only quite recently that they started selling watches to civilians.

I wear the MSAR auto as my daily, fantastic watch.

Ok. So verdict says… most likely not a microbrand. Watch remains a keeper!!!!

Exactly… there are no set rules about this, but Marathon were one of the last watch brands to have a long-term contract to supply to the military. The military watch, as a thing, is not done anymore in that I do not believe many brands supply direct to the military via a contract (or at least in the volumes they used to). There are plenty of collaboration pieces, or sponsored pieces, heritage, etc…, but most soldiers usually now supply their own watches from what I understand, hence the popularity of G-Shocks, Suunto, Garmin, Bertucci, Luminox, Seiko (Pulsar/Lorus), and others amongst active servicemen. If it’s up to spec you can wear a Rolex, Omega, Bremont, Tag… It needs to be legible, usually have 12 and 24 hr displays, and relatively reliable. As a result, Marathon would then need to consider selling their watches via other outlets. You can buy a Marathon watch yourself, and use it in active service.

It's an Awesome Canadian Watch company w/ heritage! I got the GSAR w/ the Maple leaf. Once I learned a bit more about the brand, I was in awe and have huge respect for them.

Because of who they provide watches for I don’t think it can be considered a micro

Marathon IS NOT a “micro brand”!