Microbrand watches

Microbrand watches are wristwatches produced by independent watch companies that have an output of c. 300-2000 watches per year. The term "microbrand" is usually synonymous with the microbrand watch industry, though it can also be more widely used to describe any small-scale brand that is likely only recognized in niche communities and among hobbyists.

The first microbrands debuted in the early to mid-2000s. With the advent of the Internet, brands were able to distribute watches directly to consumers within e-commerce, without taking on the overhead usually associated with luxury goods such as retail locations, marketing budgets, and other associated costs. As a result, the prices of microbrand watches are generally significantly lower than luxury-tier watches, despite being produced in the same factories. Many brands that started (or were revived) during this period are now called "legacy microbrands" within the watch enthusiast community.