What makes a microbrand?

Please answer a question for a relative watch noob.

What factors goes in to considering a watch brand a “microbrand”?

Reply
·

Non-proprietary movements, unique case/dial design, wholesale bands/bracelets, small production numbers, usually online sales only (maybe a concrete store here or there). Movement and production and assembly may not all be from one specific location.

·
philip_mspt

Non-proprietary movements, unique case/dial design, wholesale bands/bracelets, small production numbers, usually online sales only (maybe a concrete store here or there). Movement and production and assembly may not all be from one specific location.

I think this is right . . . there are small companies that make and sell watches, but I wouldn't necessarily call them microbrands if they are dealing in high or close to high horology--handmade movements, artisnal finishing and the $ to match.

The above is why a company like RGM, JN Shapiro, Trilobe, Hajime Asakoka, Sartory Billard aren't microbrands (but Kurono would be). And also why a company like Christopher Ward isn't really a micro brand anymore if we're looking at scale and production numbers. I get the sense that Farer might eventually not be considered a micro.

·

A brand written with very a very small font on the dial...

·
SNWatchNerd

I think this is right . . . there are small companies that make and sell watches, but I wouldn't necessarily call them microbrands if they are dealing in high or close to high horology--handmade movements, artisnal finishing and the $ to match.

The above is why a company like RGM, JN Shapiro, Trilobe, Hajime Asakoka, Sartory Billard aren't microbrands (but Kurono would be). And also why a company like Christopher Ward isn't really a micro brand anymore if we're looking at scale and production numbers. I get the sense that Farer might eventually not be considered a micro.

·

Small brands, low production volume, started recently ..

Usually bought in stuff from china that's well specced for the money but either derivative or gaudy and has some daft made up "story" in lieu of any heritage.

·

@Porthole have at it!! 🤓😁

·
Ichibunz

@Porthole have at it!! 🤓😁

Why?

I have the misfortune of being a member of a Facebook group that allows for microbrand sale and discussion, and even they cannot get it right. X brand put up for sale, deleted. People moan. “Thats not a micro!” “What is a micro?” “Where has my post gone?” “Rolex for sale…”

Angry old men shout at other angrier old men, and no one really gives a flying f-

·
Porthole

Why?

I have the misfortune of being a member of a Facebook group that allows for microbrand sale and discussion, and even they cannot get it right. X brand put up for sale, deleted. People moan. “Thats not a micro!” “What is a micro?” “Where has my post gone?” “Rolex for sale…”

Angry old men shout at other angrier old men, and no one really gives a flying f-

But it feels so good! 😀

Image
·
vegasdood

But it feels so good! 😀

Image

In all seriousness, you reply with a pithy answer and a meme, but in reality it is all a bit daft.

I’ve seen plenty of stupid responses with regards to micros. I’ve even seen people try to categorise them as there being “true” microbrands. What even does that mean? If you end up with a watch, regardless of quality, that is “true”.

The fact of the matter, there are a handful of manufacturers that put together similar types of watches for multiple brands; most of these watches are the same: same sh*t, different badge. This is not new, this process has been around for years, and was even more prevalent before the quartz “crisis”. However, like every new generation claims that they have invented sex, we have our “true” microbrands and “watch industry”.

And so it continues…

·

I don't know the technical definition. From what I've observed, the socially accepted definition is any brand that isn't under a major group company's umbrella like Swatch, Citizen, Seiko, Richmonte, etc.

It gets even trickier after that, because some microbrands really just sell ebauche movements from said watch groups dressed in different clothes.

Maybe the best way to define it is by tax status🤷‍♂