The microbrand watch sector is a vast and diverse landscape, teeming with a multitude of manufacturers. Given the sheer number of these brands, it’s almost a Herculean task for anyone to claim familiarity with them all. Each of these brands carves out its own niche, bringing something unique to the table. At Microbrandwatchworld magazine, our mission is to appreciate and showcase the richness of this diversity. However, a recurring narrative we often encounter is the skepticism around microbrands, with many questioning, “Is this just another brand trying to mimic a renowned design?” It’s an undeniable fact that a significant portion of microbrands do draw inspiration from iconic watch designs, aiming to offer similar aesthetics at a more accessible price point. We understand where this skepticism stems from and, at times, even share the sentiment. However, it’s essential to note that the microbrand world isn’t just about replication. We’ve set our sights on spotlighting a selection of microbrands that boldly chart their own course. These trailblazers are not content with merely following established paths; they bring forth innovative, standout designs. Impressively, some of these brands have even managed to position themselves on par with the titans of the luxury watch industry. Join us in this article where we cover the most distinctive microbrands watchmakers these days.
anOrdain
anOrdain, nestled in the heart of Glasgow, Scotland, stands as a beacon of artisanal watchmaking in today’s fast-paced world. This brand has distinguished itself with its deep-rooted commitment to the ancient art of enameling, a craft that demands both patience and precision.
At the core of anOrdain’s identity are its vitreous enamel dials. These dials are not just manufactured; they are brought to life by a dedicated team of artisans. The enameling process is intricate, involving the fusion of powdered glass onto a metal substrate at soaring temperatures. This meticulous procedure yields dials that radiate with luminous, enduring colors, ensuring that each watch is not only functional but also a visual masterpiece.
Beyond the enameling, anOrdain’s timepieces encapsulate a harmonious blend of modern design sensibilities and traditional craftsmanship. Every watch tells a story of the brand’s relentless pursuit of perfection, from the choice of materials to the finishing touches. The brand’s ethos revolves around creating more than just time-telling devices; they craft wearable art.
In a world where mass production often overshadows genuine craftsmanship, anOrdain emerges as a refreshing alternative. For the discerning watch enthusiast who values the marriage of tradition and innovation, anOrdain offers a timepiece that is both a testament to history and a nod to contemporary design.
Zelos
Zelos is a standout name in the bustling world of microbrand watchmaking. Founded with a vision to offer timepieces that meld innovative materials with bold designs, Zelos has consistently pushed the envelope in terms of aesthetics and functionality. What sets Zelos apart is its adventurous approach to materials; the brand has been known to utilize bronze, carbon fiber, and even meteorite in its watch designs, ensuring that each piece is not only visually striking but also narrates a unique story. Additionally, Zelos doesn’t compromise on quality, ensuring that the intricate details and craftsmanship match the high standards set by its choice of materials.
This commitment to innovation, combined with limited production runs and a direct-to-consumer model, has garnered Zelos a dedicated following. In a sea of microbrands, Zelos shines brightly, offering watch enthusiasts a blend of avant-garde design, exceptional materials, and impeccable craftsmanship.
Baltic
Baltic, established in 2017 in France, is a watch brand that seamlessly marries vintage inspirations with contemporary flair. While the brand pays homage to the timeless aesthetics of mid-20th-century timepieces, it doesn’t merely replicate the past. Instead, Baltic infuses its designs with a fresh interpretation, bringing unique and innovative touches to the world of watchmaking.
Their watches, characterized by domed acrylic crystals and meticulously crafted dials, resonate with both vintage aficionados and modern enthusiasts. By adopting a direct-to-consumer approach, Baltic ensures premium quality at an accessible price point. In just a few years, the brand has transitioned from being a fledgling name to a respected entity in the microbrand watch industry, lauded for its distinctive designs and genuine reverence for horological traditions.
NORQAIN
NORQAIN, established in 2018 by Ben Küffer and Marc Küffer, began its journey as a modest microbrand in the vast landscape of Swiss watchmaking. However, its unwavering commitment to quality, precision, and innovation quickly set it apart from the crowd. From its inception, NORQAIN’s dedication to crafting timepieces that were both robust and aesthetically pleasing garnered attention. Each watch, powered by Swiss-made movements and constructed with premium materials, became synonymous with reliability and style.
As the brand grew, NORQAIN’s design philosophy evolved, leading to the creation of unique designs that resonated with a diverse audience. Their collections, ranging from the rugged Adventure series to the elegant Independence line, showcased the brand’s versatility and its ability to cater to varied tastes.
But it wasn’t just the designs that propelled NORQAIN to the forefront of watchmaking. Strategic collaborations with renowned ambassadors played a pivotal role in amplifying the brand’s visibility and appeal. These partnerships, combined with limited edition releases featuring unique materials, further solidified NORQAIN’s reputation as a trendsetter in the industry.
Over time, the brand’s emphasis on personalization, allowing customers to craft timepieces that mirrored their individuality, became a hallmark of the NORQAIN experience. This customer-centric approach, coupled with their innovative spirit, transformed NORQAIN from a fledgling microbrand to a major player in the watch industry.
Today, NORQAIN stands as a testament to how vision, dedication, and strategic collaborations can elevate a brand from its humble beginnings to a revered name in the world of horology.
Christopher Ward
Christopher Ward, founded in 2004 by Mike France, Chris Ward, and Peter Ellis, embarked on a mission to make premium timepieces accessible to a broader audience. Born out of a shared passion for horology, the trio began their journey from a modest setup, aiming to disrupt the traditional watchmaking industry with their direct-to-consumer approach. Eschewing the middlemen and the markups, they focused on delivering high-quality watches at a fraction of the price of their luxury counterparts.
Over the years, Christopher Ward’s commitment to transparency, craftsmanship, and customer-centricity has propelled it from a fledgling brand to a revered independent watchmaker. Their innovative spirit, combined with a dedication to traditional watchmaking techniques, has solidified their reputation in the industry. Today, Christopher Ward stands as a testament to how a small watch manufacturer can, with vision and perseverance, evolve into a respected name in the world of horology.
Davosa
Davosa is a renowned watchmaker that has carved a niche for itself in the world of horology. While the brand is often recognized for its homage to iconic watch designs, it’s far from a mere imitator. Davosa’s commitment to impeccable quality is evident in every timepiece they craft, ensuring that each watch not only looks the part but also performs to the highest standards. Distributed globally, the brand has garnered a loyal following of enthusiasts who appreciate its blend of classic aesthetics and modern craftsmanship.
Beyond its homage pieces, Davosa also prides itself on its unique designs and limited editions, which showcase the brand’s creativity and innovation. These exclusive collections stand as a testament to Davosa’s ability to push boundaries while staying true to the core principles of traditional watchmaking.
Studio Underd0g
Founded in 2019 by Richard Benc, a seasoned watch designer with over half a decade of industry experience, Studio Underd0g has rapidly emerged as a distinctive player in the microbrand watch arena. The brand’s ethos revolves around crafting timepieces that are not only playful and uniquely designed but also uphold the highest standards of quality, all while remaining affordable.
At the heart of every Studio Underd0g watch is a Swiss-made movement, ensuring precision and reliability. Complementing this is the use of premium materials like sapphire crystal and stainless steel, which attest to the brand’s commitment to durability. Beyond the mechanics, Studio Underd0g offers an array of customization options, allowing aficionados to tailor a timepiece that resonates with their personal style.
Among their standout models is the Desert Sky, a timepiece inspired intriguingly by sneakers. Its vibrant dial, combined with a singular case shape, offers a plethora of color combinations, catering to diverse tastes. On the other hand, the Field watch, while leaning towards a more traditional aesthetic, doesn’t shy away from Studio Underd0g’s playful essence, evident in details like the brand’s emblematic “Underd0g” logo.
In a market saturated with myriad options, Studio Underd0g shines through with its commitment to playful designs, impeccable quality, and affordability. By selling directly to consumers online, the brand ensures that top-tier craftsmanship doesn’t come with a hefty price tag. For those seeking a timepiece that’s both distinctive and supports an independent venture, Studio Underd0g is an excellent choice.
Horologer Ming
Established in 2017 by Ming Thein, a passionate Malaysian watch enthusiast and designer, MING watches have swiftly carved a niche in the horological landscape. Despite being a newcomer, the brand has garnered acclaim for its distinctive designs, impeccable quality, and value proposition. MING’s aesthetic is characterized by clean lines, minimalist dials, and a meticulous selection of high-quality materials, including sapphire crystal and stainless steel. Powering these elegant timepieces are Swiss-made movements, ensuring precision and reliability.
Among the brand’s standout models are the 19.01, a quintessential field watch exuding simplicity; the 37.05, a dress watch distinguished by its two-part dial; and the 17.06 Monolith, a dive watch with a sleek, black design. Each model, while rooted in MING’s design philosophy, offers something unique to the discerning collector.
A testament to the brand’s allure is its limited production runs, which have not only heightened its desirability but also led to waiting lists. Some of MING’s timepieces command price tags exceeding 20,000 USD, and they are fervently sought after by watch aficionados globally. These watches often sell out rapidly, underscoring the brand’s growing prestige in the watch community. For those seeking a blend of unique design, quality, and the opportunity to support an independent venture, MING watches are an exemplary choice. Their success story is a testament to the brand’s commitment to excellence and its ability to resonate with collectors worldwide.
Horage
Established in 2016 by Anthony de Haas and Andreas Messerli, Horage stands as a beacon of Swiss watchmaking, blending innovation, quality, and affordability. The brand has quickly garnered acclaim for its distinctive designs, underpinned by the precision of Swiss-made movements. Craftsmanship is evident in every detail, from the use of premium materials like sapphire crystal and stainless steel to the intricate mechanics that power each timepiece.
Among Horage’s standout models are the Supersede, a GMT watch boasting a unique aesthetic and powered by the Swiss-made K2 Calibre movement; the Tourbillon 1, a modern interpretation of the tourbillon watch driven by the Sellita SW200-1 movement; and the robustly designed Autark field watch, also powered by the Sellita SW200-1 movement.
Horage’s commitment to individuality is further showcased through its extensive customization options, allowing enthusiasts to tailor their watches to their personal tastes, from case materials to dial colors and strap choices. This focus on personalization, combined with the brand’s innovative designs, such as the Supersede’s GMT function and the Tourbillon 1’s flying tourbillon, sets Horage apart in the watch industry.
Despite the brand’s emphasis on premium craftsmanship and materials, Horage has managed to maintain an accessible price point, achieved by adopting a direct-to-consumer online sales model. This approach ensures that watch aficionados receive exceptional value without compromising on quality. For those seeking a distinctive, high-quality timepiece that supports an independent venture, Horage emerges as an exemplary choice.
In a recent feature by Microrbandwatchworld magazine, we highlighted Horage’s newest masterpiece, the Tourbillon 2 Enamel Dial. This timepiece, encased in gold and adorned with an enamel dial, exemplifies Horage’s commitment to superior craftsmanship and materials. Remarkably, despite such luxurious detailing, the brand continues to offer it at an accessible price, with this tourbillon watch priced around 20,000 CHF.
CODE41
CODE41 is a Swiss watch brand that has garnered significant attention in the horological community for its transparent approach to watchmaking. Founded in 2016, the brand operates on a principle they term “Total Transparency on Origin,” revealing the origin and cost of each component in their watches. This transparency extends to their pricing model, where they openly share the breakdown of costs, from materials to distribution.
Beyond its unique approach to business, CODE41 is also known for its avant-garde designs and high-quality craftsmanship. Their watches are characterized by a distinct aesthetic, often featuring openwork dials that showcase the intricate movements within.
One of the brand’s notable initiatives is its emphasis on community involvement. CODE41 frequently engages its community in the design and development process, allowing members to vote on various aspects of watch production, from design choices to naming the models.
In a market often shrouded in mystery and premium markups, CODE41 stands out by offering high-quality Swiss watches at more accessible price points, all while maintaining an open dialogue with its community and customers. For those who value both craftsmanship and transparency, CODE41 offers a refreshing and modern take on the traditional watch industry.
Mr. Jones
Mr Jones Watches is a distinctive watch brand based in London, known for its unconventional and artistic approach to timekeeping. Founded by Crispin Jones, the brand has carved a niche for itself by producing timepieces that are not just tools to tell time but are also pieces of wearable art.
Each watch produced by Mr Jones Watches tells a story or conveys a unique concept, often challenging the traditional norms of watch design. The dials frequently feature imaginative illustrations, graphics, and mechanisms, making each watch a conversation starter.
Beyond the aesthetics, Mr Jones Watches emphasizes craftsmanship and quality. While the designs are avant-garde, the brand ensures that the mechanics and materials used are of high quality, offering reliable timekeeping.
One of the brand’s standout features is its collaboration with artists and designers from various fields. These collaborations result in limited edition watches that are both unique in design and limited in availability, making them highly sought after by collectors and watch enthusiasts.
In a world dominated by traditional watch designs and brands, Mr Jones Watches offers a refreshing alternative for those looking to wear something that stands out and represents their individuality.
In many ways, Mr Jones Watches echoes the revolutionary spirit that Swatch introduced to the watch industry years ago. Just as Swatch rejuvenated the market with its vibrant designs and accessible pricing, Mr Jones brings a fresh, contemporary perspective to timekeeping. The brand’s emphasis on individuality, artistry, and breaking from convention mirrors the ethos that made Swatch an iconic name. It’s a testament to Mr Jones Watches’ ability to capture the zeitgeist in a manner reminiscent of Swatch’s groundbreaking debut.
