Thoughts on Microbrands

The competition from microbrands has forced larger brands to adapt, and improve their products.

A perfect example of this is Timex. They have been releasing loads of interesting mechanical and quartz watches at the affordable end of the watch spectrum, most likely because they saw that there was a lot of interest in that end of the market.

My take on microbrands is that they can sometimes give you a unique look that you wouldn't get from one of the big brands. Quality, reliability and customer service varies wildly. Deprecation on the purchase price tends to be large if you try to sell them on used, with a few exceptions.

I think it is easy to waste a fair bit of money on micro brands. This is because:

(A) you tell yourself that each individual purchase isn’t that expensive - maybe around the 500 mark or so. But it all adds up, and you could have had a decent established brand watch or 2 by the time you’ve finished; and

(B) they might be cheap(-ish) to start with, but they also lose a lot of value on re-sale (with some exceptions like UnderD0g and Halios). By definition they are not that well known, so they can be difficult to move on without taking a massive bath.

That said, they have more freedom to try different and interesting designs.

This forum was founded by and is run by a microbrand i beleive.

First thought is people will let “their” favorite microbrand get away with the exact thing they criticize other brands for. Secondly the brands themselves will promote a sort of cultish following and convince people to greatly overpay for watches by using the exact same techniques as Rolex or any of the others but they will always claim they are different.

Having said that, these are just my opinions/observations and I love microbrands!

I’m just starting the microbrand journey and thank goodness for WC for pointing me in the right direction. I’ve narrowed it down to a couple based on my preferences since there are endless choices and varying price ranges.

I agree with all the points so far and i have no problem with any microbrand... except for like MVMT and that crap. I used to own a couple Boldr watches (great watches and left through no fault of their own). I buy what i like regardless of brand, provenance, or history but this brand showed up on my Facebook. I have never heard of them until i searched to find one for this thread.

More watches being made is good for watch fans.

Heritage is the X factor. Microbrands can't offer the sense of history that Rolex / Omega etc do, but is the Hamilton of 2023 (owned by the Swatch group) really the same company of the 1960's or just a name that evokes nostalgia?

I used to worry that if a micro brand went out of business, I'd be left without customer support - but honestly, so many watches from the major companies down are run on the same few movements (Seikos, ETA, Miyota) that it's sort of irrelevant whether the company that makes the case will be around when you need help.

Dislike them myself.

Not had many but not impressed.

Zelos & Yema worst I've had , fail to see why folks rave about them TBH. Guess it's because they have decent specs and low price. Maybe because I'm not into lower tier watches (don't judge, been into the hobby for decades) they just don't compare to my daily stuff (mainly Omega) .

Just seems like lots of folks jumping on the bandwagon & milking the cash cow 🤣

No experience with higher end microbrands, but wouldn't drop that much cash on a brand with no history .

Chris' Ward are decent, had a couple.

You and @WatchBee raise important points that I’ve been thinking about. There definitely seems to be an oversaturated microbrand market. I’m wondering which will survive the next big economic downturn particularly if entry level big brands and their ADs start cutting prices to keep customers. As for avoiding micros to save up for established brands it makes a lot of sense but I like variety, which the lower entry point of micros makes possible. However, micro brand prices are creeping up while pre-owned prices for micro-adjacent and macro brands in my price range seem to be dropping. I’ve made it a priority to shop used.

I like Monta, Serica and Lorier.

I think micro brands are great for the enthusiast as more choice and better specs at lower prices can only be a good thing, the thing is with most are using sellita, eta or seiko and miyota movements and allow more expression in design or homage for the out of reach. There are those who say buy original or the established, but for those coming into the hobby or working to a strict budget micros are amazing value and look great on wrist 💯

I love me some micro brands. You can get some absolute spec monsters for great prices. The key is just making sure you do your proper research

Search for "Landeron" on eBay. You'll be shocked at how many unknown watch labels pop up. While Microbrand seems like a new phenomenon, I kinda suspect its always been like this. So many labels lost to history.

I've noticed it's pretty easy to waste a fair bit of money on non-micro brands too!

Economists often talk about the paralysis of choice. When there are many choices, people can't decide. It takes more time to consider all the factors and the cognitive load gets too much. That's why you see fast food joints offer 'combo' meals. It's really to keep things moving .. so people don't wait in line too long.

I feel something similar is happening with micro brands.

Very interesting the story of Landeron 👍🏼

Love microbrands and lean towards them as they seek to offer unique designs, competitive specs, and lower prices. Brew, Draken, Kuoe, Lorier, Nivada, Traska, and Vaer are in my shortlist.

Just as in other markets, I always prefer supporting smaller businesses. For me they're my go to.

That's exactly how I was trying to word it. Try to separate what you like for you, and the social media hive mind that doesn't even understand watches. I hope that is more clear

All of them are really cool 👍🏾

But that Dial on the Audric is amazing ⚡⚡🔥😎

Micro brands COOL! (with emphasis) 😎

Yet to jump on the Kickstarter train though. I suppose that is next. 😉😂

Thanks!

Here are the specs on the Audric in case it is of interest...they are stellar specs that match the dial...

Brand: Audric

Model: SeaBorne 500 Glacier Blue

Model Number: AUDSEA20BLU

Movement Type: Automatic

Movement Engine: Sellita SW200-1 Incabloc and Elabore

Power Reserve: 38 hours

Case Size: 43mm

Case Thickness: 15.4mm

Case Material: Stainless Steel

Crystal: Double Domed Sapphire

Luminescence: Hands, Markers, Dial, Bezel and Crown

Bezel/Material: Uni-directional Stainless Steel w/Sapphire

Crown: Screwed Down

Water Resistance: 500M / 1,650FT

Band: Stainless Steel w/Deployment Clasp

Band Width: 22mm

Price: $999 List - $750 paid (pre-order)

My two cents is as good as they may be there is no Heritage with them. And in today’s world you don’t know if they’ll be here long. Also what ever you spend on them is taken away from buying a watch with a long history.

Fantastic post and something that needs to be discussed. There are a lot of micro brands popping up, but also the advertising is getting out of hand, every other add seems to be one.

I actually love the idea of micro brands and have invested in two of them recently (farer and rec), and there are many others I'm looking at Baltic, brew, will wood, more farer, panzeer, studio underdog etc

However my biggest problem with the sheer amount of them popping up, is that it should bring diversity and new designs, however Thier are far too many ones that all look the same with the usual sub, chrono eusing all the same parts. If your going to set up a microbrand please remember the brand and be original 👍

Yema is not a microbrand.

All business's start small.

Love them

I tend to agree. It depends on collecting philosophy though. I love to buy and sell watches. I own around a dozen not including micro brands and Vostok etc. I try now to only buy watches I can get my money back out of and or will be easy to trade. I may own 12 watches but have own close to 50 over the years. It’s just not with buying anything sun $3k or sun Tudor/oris price points for resale. My Christopher ward bel canto the one exception.

Nothing against micro brands and I admire some designs, but I can see there is often the vibe of 'gotta try twice as hard to be thought of as half as good ' and personally I'd rather sink my cash into a brand with at least some recognition over the previous 30 years or more. Maybe this view labels me as narrow-minded, but the way l look at it, if a micro is good enough in both products and service, then it will grow/thrive into being an established brand anyways.

They can have very interesting designs and good build quality, but most of them do not. It really depends on the brand owner and their sets of requirements as all of them are likely made in the same factories in China. You want actual good designs and details? They can give you that for the right $. You want a parts bin special for a quick cash grab? They can give you that too.