Not too long ago, watch collecting was dominated by the “big names”: Rolex, Omega, Audemars Piguet, Patek Philippe. But over the past decade, something exciting has shifted in the horology world — the rise of microbrands.
These small, independent companies are challenging tradition, delivering impressive quality, bold designs, and fair pricing that appeals to new collectors and seasoned enthusiasts alike.
🔍 What Are Microbrands?
Microbrands are independent watch companies that usually sell directly to consumers, often online. They typically skip traditional retail markups and invest heavily in design, materials, and community-building. While they may not have centuries of heritage, they often win hearts with passion, innovation, and honesty.
🚀 Why Collectors Love Microbrands
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Value for Money
Many microbrands use Swiss or Japanese movements, sapphire crystals, and premium case finishes — at a fraction of big-brand prices. -
Unique Designs
Without corporate committees or legacy constraints, microbrands push creative boundaries. Limited runs mean you’ll often wear something few others have. -
Community-Driven
Most microbrands grow through forums, Kickstarter campaigns, and Instagram. Owners often engage directly with collectors — a refreshing change from corporate giants. -
Accessibility
Prices often range from $300 to $1,500, making them a perfect entry point for budding enthusiasts or as fun additions to established collections.
🕰 Microbrands to Watch in 2024
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Baltic – Vintage-inspired chronographs and divers with beautiful finishing.
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Lorier – Neo-vintage sports watches at approachable prices.
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Zelos – Bold designs, exotic materials, and killer lume.
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Christopher Ward – Growing fast, offering Swiss-made quality and modern design.
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Halios – Boutique divers loved for their originality and scarcity.
⌚ The Strap Connection
One of the best parts of microbrand collecting is customization. Since many microbrand watches use standard lug widths (20mm, 22mm), they’re strap-friendly — perfect for building a rotation.
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Pair a Baltic Bicompax with a brown Italian leather strap for a vintage vibe.
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Match a Zelos diver with a bold orange or red rubber strap for maximum wrist presence.
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Dress down a Christopher Ward with a rugged grey NATO for everyday wear.
Microbrands give you a unique canvas, and straps let you bring the design to life.
Final Thoughts
Microbrands are here to stay — and they’re reshaping what it means to collect watches in 2024. They offer variety, creativity, and a chance to connect more deeply with the passion behind the brand.
Whether you’re buying your first serious watch or adding a unique piece to a larger collection, microbrands deliver both value and story. And with the right strap, you’ll get even more personality out of your microbrand timepiece.
👉 Discover strap pairings for your microbrand watches in our WIS Strap Collection.