There was a time when only a handful of well-established luxury names ruled the world of watches, but times have changed. The world of watch microbrands changed this forever. The initially emerging microbrands became a refreshing alternative, offering unique designs and craftsmanship to a market that was ready for something different. Why did independent watchmakers take the watch world by storm? Because they bring fresh perspectives and a personal touch that big, traditional brands can’t always provide.
The First Microbrands: A History
- MB&F (Maximilian Büsser & Friends) – A trailblazer founded in 2005, MB&F quickly set itself apart by producing limited-run, high-end avant-garde timepieces that pushed the boundaries of traditional watchmaking.
- Undone – Established in 2014, Undone embraced the power of crowdfunding and customization, offering bespoke watches that allow customers to put their personal touch on classic designs at an accessible price point.
- Bertucci – This brand emerged in the early 2000s, specializing in rugged, field-style watches. Bertucci focused on small batches of high-quality timepieces that appealed to niche markets looking for durable watches at affordable prices.
What Happened To These Rising Independent Watchmakers?
Since those early days, microbrand watches have exploded onto the scene, establishing a stronghold in the market. The original pioneers, like MB&F, Undone, and Bertucci, have not only grown but now stand as some of the best microbrand watches to look out for, each with a loyal following. Today, the landscape is full of innovative players offering limited edition models, unique designs, and affordable luxury.
The future of microbrand watches is bright, as they continue to cater to watch lovers who value individuality, craft, and price. As they evolve, expect to see even more groundbreaking designs and models that challenge traditional watchmaking norms. Microbrands aren’t just a passing trend—they’re reshaping the entire industry.
Currently Uprising Top 10 Global Microbrands
The world of watches has traditionally been dominated by giants, but there’s a new breed of watchmakers creeping up on the horizon: watch microbrands. These are the independent, small-batch artisans who are pushing the boundaries of design and innovation in the watch industry. While the big players are stuck in their traditional ways, microbrand watches are offering something fresh, affordable, and often quite unique. As these small-scale producers continue to evolve, more and more watch enthusiasts are turning their attention to these lesser-known names for the best microbrand watches.
1. Bianchet
Bianchet, founded in 2017 by watchmakers of French and Italian ancestry, stands as a beacon of luxury in the microbrand world. Their claim to fame lies in combining intricate Swiss craftsmanship with highly advanced mechanical movements, and using top-tier materials like titanium and platinum. This isn’t your typical budget-friendly microbrand—Bianchet aims to offer high-end, limited-run timepieces that rival the luxury sector’s finest.
The brand became known for its innovative complications and skeletonized dials, where the mechanical artistry behind each piece is on full display. Through a carefully curated marketing approach, Bianchet gained recognition within the luxury watch community. Their focus on Swiss precision, along with producing limited editions, positioned them as one of the most sought-after independent watch brands in the microbrand sector. Bianchet watches are often seen as collectible items for those with a deep passion for horology.
Bestsellers: Bianchet B 1.618 ULTRAFINO
2. Anoma
Anoma (play on Anomaly) is a fresh-faced British microbrand making waves with its bold, modular designs. Drawing inspiration from industrial minimalism, Anoma’s watches are defined by geometric shapes, clean lines, and highly customizable elements.
Anoma’s creators saw an opportunity to cater to a growing demand for personal expression through watch design. Their watches offer an unusual level of modularity, enabling wearers to customize both the case and strap, creating a truly bespoke experience.
The brand made a name for itself through social media and the ever-growing watch microbrands community, appealing to collectors looking for something distinct. The brand’s emphasis on individuality helped it build a loyal following among watch enthusiasts.
Bestsellers: Anoma A1
3. Ratio
Ratio is a relatively new independent watch brand based in Singapore that has quickly made its mark with its incredibly affordable yet high-quality timepieces. Specializing in dive watches, Ratio offers timepieces that blend classic dive aesthetics with modern updates at a fraction of the price of other dive watches on the market. The brand’s USP is offering exceptional value without compromising on quality or design.
Ratio was founded on the principle of providing high-quality, affordable dive watches to enthusiasts who want the best of both worlds: great design and solid performance at a reasonable price. Their use of automatic movements and premium materials like sapphire crystal gives their watches a premium feel at an affordable price point.
Ratio gained attention through word of mouth and online watch communities, where watch lovers praised the brand for offering excellent value for money. Their attention to detail and solid construction have earned them a reputation as one of the best affordable watch brands out there.
Bestsellers: Ratio FreeDiver
4. Atelier Wen
Atelier Wen, was founded in 2018 by two French friends, Robin Tallendier and Wilfried Buiro. It is a French microbrand that seamlessly combines European design principles with Chinese craftsmanship. The brand’s USP lies in its ability to fuse two distinct cultures into a beautifully balanced watch, often featuring traditional Chinese elements such as dragons and other cultural symbols. Their watches are a beautiful homage to both the craftsmanship of the East and the timeless design sensibilities of the West.
Atelier Wen used crowdfunding platforms like Kickstarter to fund their early projects, allowing them to create a strong base of supporters even before their products hit the market. This gave them the momentum they needed to stand out in the competitive world of microbrand watches.
Bestsellers: Atelier Wen Millésime
5. Halios
Founded in 2009 by Canadian designer Jason Lim, Halios has made a name for itself in the dive watch community. The brand specializes in producing durable, limited-edition dive watches with unique dial designs and exceptional build quality. Halios’s USP lies in its combination of tool-watch functionality and stylish, eye-catching aesthetics.
Halios built its reputation through limited runs and exceptional word-of-mouth marketing. The brand’s focus on quality, combined with pre-order sales models, created buzz around their launches, establishing them as one of the best microbrand watches for those seeking both ruggedness and beauty.
Bestsellers: Halios Seaforth
6. Hemel
Founded in 2016, Hemel is a U.S.-based microbrand that takes inspiration from military and aviation timepieces. Their USP lies in blending high-performance specifications with military-grade durability, offering watches that are perfect for those living active, adventurous lives—all while keeping the price accessible.
Hemel was created to fill a niche for performance-driven watches that can withstand the rigors of military and aviation lifestyles. The brand draws heavily from the legibility and functionality of classic military watches, offering something modern and affordable to those who demand quality.
Hemel made waves thanks to their engaging Kickstarter campaigns and strong community engagement. They developed a loyal fan base by offering military-inspired designs with modern updates, all at a price point that makes them highly appealing for affordable brands.
Bestsellers: Hemel Eylandt
7. Unimatic
Founded a decade ago, Unimatic has quickly gained recognition for its clean, minimalist designs that emphasize function over frills. The brand’s focus is on producing highly functional tool watches with a sleek, modern aesthetic. Unimatic’s USP is rooted in its ability to combine traditional dive watch elements with a contemporary twist, all while maintaining a distinctly Italian style.
Unimatic’s designs are influenced by classic dive watch styling, but with a modern, almost utilitarian edge. They offer watches that are both visually striking and highly practical, appealing to those who appreciate simplicity and precision.
Thanks to their minimalist approach, Unimatic has managed to stand out in the crowded microbrand space. They utilize limited edition releases to build demand, creating a sense of exclusivity that has helped the brand cultivate a loyal following.
Bestsellers: Unimatic Classic
8. Mühle Glashütte
Mühle Glashütte has a rich history dating back to 1869, but in recent years, it has transitioned into the world of watch microbrands by withholding its independent position along with a more modern approach. Based in Glashütte, Germany, the brand has earned a reputation for producing precision timepieces with exceptional quality and mechanical innovation. Their USP lies in their robust, utilitarian design, which focuses heavily on function without sacrificing style.
Mühle Glashütte’s watches are rooted in the brand’s maritime heritage, with many models inspired by diving and nautical traditions. Their timepieces are made to withstand the elements, offering exceptional durability and precision for those with an active lifestyle.
With its focus on producing high-quality German engineering at an accessible price point, Mühle Glashütte has caught the attention of both collectors and enthusiasts alike. Their models offer superb craftsmanship, with a special emphasis on reliability and legibility.
Bestsellers: Mühle Glashütte Panova.
9. Brew Watch Company
Founded by Jonathan Ferrer, Brew Watch Company is a watch microbrand that takes a unique approach to design by drawing inspiration from coffee culture. With a distinct retro flair, Brew’s timepieces evoke a sense of mid-century modern aesthetics while offering a fresh perspective on functional timepieces. Their USP lies in their bold, unconventional design choices, combining vintage influences with quirky, contemporary touches.
Brew’s founder, Jonathan Ferrer, wanted to create timepieces that reflected his personal love for coffee and design. The brand’s watches are inspired by coffee-making tools like espresso machines, with designs that are both playful and distinctive.
Brew built its following by appealing to collectors who are looking for something different. The brand’s use of bold dial designs, vintage colors, and unique case shapes has made them popular among those who want a timepiece that reflects their personal style.
Bestsellers: Brew Retrograph
10. Studio Underd0g
Studio Underd0g, founded in 2021, is an Italian emerging watch brand that focuses on offering bold, unique timepieces with a modern design twist. The brand’s USP is its ability to mix avant-garde styling with traditional Swiss craftsmanship, creating pieces that stand out for their personality and flair.
Studio Underd0g’s creators set out to challenge traditional watchmaking conventions by producing timepieces that blend artistic expression with technical precision. The brand focuses on delivering watches that are both distinctive and functional, allowing wearers to showcase their personal style.
Studio Underd0g has built a loyal fan base through its innovative designs and high-quality materials. Their use of modern elements mixed with traditional watchmaking techniques has made them one of the best emerging watch brands to watch in the microbrand space.
Bestsellers: Studio Underd0g 01 Series
