The word “microbrand” once meant “affordable,” “experimental,” or even “risky.”
Today, it’s becoming synonymous with innovation, transparency, and authenticity — qualities many collectors say the big brands have lost.
In 2025, microbrands are no longer the underdogs of horology. They’re setting new benchmarks for design, value, and connection.
What Exactly Is a Microbrand?
A microbrand is a small, independent watch company that designs, markets, and sells directly to customers — often online — without the layers of distributors or authorised dealers.
Most operate lean, invest heavily in design and materials, and communicate directly with their community through social media and email rather than glossy ad campaigns.
These brands usually produce in small batches (hundreds, not thousands), and that’s exactly what gives them freedom: no corporate board, no marketing department, no need to please shareholders.
1. Design Freedom vs. Design Tradition
Big brands tend to move slowly. A new case design or colourway can take years of approvals and focus groups.
Microbrands, on the other hand, can go from sketch to prototype in months — sometimes even weeks — reacting to collector feedback in real time.
That’s why you’ll see more adventurous dials, case shapes, and materials from smaller independents. They can afford to take risks, because their audience wants them to.
Example: Baltic’s retro compressor cases, Lorier’s neo-vintage proportions, and Zelos’ wild meteorite dials all started as experiments the majors wouldn’t have green-lit.
2. Price Transparency and Real Value
Big brands spend enormous sums on marketing, ambassadors, and retail space.
You pay for that overhead every time you buy their watch.
Microbrands skip the middlemen — they sell direct-to-collector.
That means a £500 microbrand diver might feature the same Miyota or Sellita movement, sapphire crystal, and solid case construction as a £2,000 watch from a heritage brand.
The difference isn’t build quality — it’s margin.
3. Limited Runs, Not Mass Production
Large brands rely on scale. They need to sell thousands of units per model.
Microbrands thrive on scarcity — often producing only a few hundred pieces per design.
This approach makes each release feel special. Once it’s gone, it’s gone.
Collectors love that sense of exclusivity without the price tag of Swiss haute horlogerie.
4. Personal Connection
With microbrands, you can actually talk to the founder — sometimes even watch them assemble your watch on Instagram.
That level of access is unheard of with the majors, and it builds deep loyalty.
When you buy a microbrand watch, you’re not just buying a timepiece — you’re supporting a watchmaker’s creative journey.
5. The Quality Gap Has Closed
Modern manufacturing has democratised precision.
CNC machining, high-grade steel, and Swiss or Japanese automatic movements are accessible to anyone willing to invest the effort.
Ten years ago, small brands couldn’t match big-brand finishing.
Today, that gap has all but disappeared. Many microbrands use the same factories — or even the same suppliers — as heritage Swiss houses.
In short: the watch on your wrist doesn’t know whether it came from a microbrand or a multinational.
6. The New Era of Collecting
Collectors are realising that character and story matter more than logos.
The result?
A wave of enthusiasts selling off mainstream pieces to fund smaller, more personal watches — pieces that say something about them, not the brand.
As a result, secondary market values for standout microbrands (like Furlan Marri or Serica) have begun to climb — a clear sign of legitimacy.
So, Are Microbrands Better?
Not necessarily — but they’re different in all the right ways.
Big brands still offer prestige, heritage, and proven resale value.
Microbrands offer intimacy, originality, and uncompromising value for money.
For most collectors, the perfect watch box now includes both:
a big-brand classic and a few independents that remind them why they fell in love with watches in the first place.
Discover the Difference
TimeWorkshop curates the best independent watch brands — from bold newcomers to modern classics — all in one place.
Explore our latest featured microbrands here.