How to define microbrand watches is a conversation topic that has worn out many watch journalists’ tongues. With proposed criteria ranging from price to retail model and everything in between, there isn’t much consistency in how this new phenomenon is received or perceived. Perhaps one thing that can unite the explosion of newcomers that the industry has seen since the advent of crowdfunding platforms is independence. You don’t find micros in a group. They may band together with other micros to pool event resources and widen their audience reach, but they are generally the ones in control of the purse strings and, most crucially, design decisions. Group ownership does funny things to a brand. It can bend them all out of shape and into new shapes that fit the group’s overarching narrative but not the brand itself. Microbrands are not beholden to such nonsense and, so, along with independence, you should expect to find a clean narrative that translates well into identifiable, high-value products trying to offer a lot of bang for your buck. And the best way to do that is to not go too crazy. Depart the beaten path, sure, but don’t beat it to death. Stick close…
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