When Do Microbrands Stop Being Micro and Just Become Brands?

My opinion, that I’ve also seen here and there are, that a microbrand is a independent brand that doesn’t make super exclusive limited watches, basically. I don’t really think a brand can get ‘to big’ to be a microbrand. So I would say that Christopher ward is a microbrand still. :)

Hi I don’t know what the turning point is to turn a micro-brand into a brand but #christopherward are a brand, they just sell directly rather than use AD’s. They are now producing there own in house movements and not just sourcing of the shelf parts.

Maybe it’s a production amount or production of there own parts I’m not sure. There are many brands that’s use all off the shelf parts and just design and assemble.

I’m sure this doesn’t answer your question but it’s not a simple answer.

Kurono is a microbrand Christopher Ward has gone full scale. IMO

My opinion, and I think this goes along in virtually any industry, is your “micro” status is reliant on the number of employees you have.

Micro brand =/= micro business. Same vein as the mom and pop shops. It’s a few people max dumping their souls into a project. If it works, you graduate to small business. You can hire some people to take a load off.

I would relate it with the number of watches of the brand’s catalog, the number of watches produced and sold and the number of years on the game. I cannot tell you where is exactly the limit though.

It’s like my town. When I was born it was a town. It grew and I’m pretty sure it is a city now, but all of its citizens still talking about a town…

Christopher Ward is not “micro” anymore… not for me.

CW is an independent, not a micro. I find main factor is headcount, which grows proportionally to size of business (turnover). CW employ 50+, that's a big pay roll. They also have ability to CAD design and tooling to build own watches, which micros would need to outsource. Another sign, is the amount spent in marketing. CW sponsor Everton, a premier league football club, and partnering in other sports. Brew and Studio Underd0g, epitomize the spirit of microbrand, small team, word-of-mouth marketing, focusing more on a limited product range, at an amenable price.

It’s a combination of factors:

• Small team (a handful of employees)

• Limited number of models

• Parts and movement are all third party (off the shelf; no in-house mods)

• Most are designers and possibly assemblers (they’re not manufacturers in the classic sense)

• Generally, but not always, on the less expensive side

• Limited name recognition

• Usually employ a direct to consumer sales model

• Volume sold as a metric is tricky but let’s say low volume

If you're a couple dudes in a loft with an exposed brick wall designing watches but you've never touched a mainplate, you're a microbrand.

Excellent definition!