Broadly speaking, microbrand is a term used to describe smaller watch brands — typically with few staff, outsourced production and a direct-to-consumer business model. The other thing to note is that there is a lot of them, typically waxing and waning in terms of favour. But sometimes these brands gain a critical momentum that starts to stretch the category ‘micro’. Farer is one such brand. I’ve always had a soft spot for the UK-based brand. Initially, their bright and colourful designs drew my magpie eye, and then when we reviewed a GMT and a diver, the quality won me over. And clearly it’s not just me. Chris Hall over at QP has written a great story on their (short) history, and their (bright) future. Read it here.
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