1/23/2024 0 Comments Sapient timeless watches![]() ![]() Apart from rare cases, microbrands are etablisseurs - i.e., companies that buy movements from specialist manufacturers and encase them within their watch whose design they primarily oversee. One of the principal characteristics of microbrands is that they are small watch brands: therefore, they manufacture minimal series, and once that specific production is sold out, you can no longer find it except in the second-hand market. Probably, not even market: but the changed conditions of commercial distribution mean that not only watch enthusiasts have a global vision of the industry, but also, they have the means to find, buy and receive in a few days a watch produced in a few copies by a small workshop in New Zealand. Once, they would not have found visibility. Micro watch brands are exactly what the word suggests: boutique watch brands that have launched themselves into the great sea of global watchmaking. We have collected 30 of the most significant ones from all over the world: are you ready to discover them with us? Among the most evident we find are two drivers: the development of the direct-to-consumer distribution model, cutting out intermediaries, and the crowdfunding phenomenon.Īnd after innovators like Christopher Ward, who launched his first collection in 2004, there has been a veritable flourishing of watch brand presentations of every kind and type, from the most technical to the most commercial. In short, the web has become a sort of land of conquest for every type of entrepreneurial initiative created by exploiting its possibilities. That has gone hand in hand with the explosion of the internet phenomenon. If you haven't noticed, there is something new in the world of watchmaking: a surge of interest in watches, mainly in mechanical ones, all over the world.
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