The world of watches contains a vast array of timepieces, ranging from high-end luxury brands and vintage watches, to independent manufacturers from all over. However, there is one category that has grown tremendously over the last couple of years, and that is microbrands.
Now, let me be clear, when I talk about microbrands, I’m not talking about every brand on Kickstarter just trying to make a few quick bucks. I am talking about brands with the same passion and obsessive love of horology in their network that matches or goes beyond my own passion and love for all things horology. Brands that have established themselves to some extent but still maintain lower production quantities than the typical brand from groups like Swatch or Richemont. Usually, they are led by a small team of enthusiasts and sold to a niche group of customers.
Halios Fairwind / Credit: Halios
Microbrands have, in their latest iteration, been around since the early 2010s, but didn’t gain traction until 2016. Since then, the growth and popularity of microbrands has skyrocketed, seeing them take a significant portion of the mechanical wristwatch market. The genius of the microbrand strategy is the ability to use the Internet and online marketing platforms as their primary consumer targeting tool, allowing a brand to communicate and build a relationship with their customers directly. People decided to support smaller manufacturers designing and creating gorgeous timepieces usually at affordable prices. Not only do these brands create exquisite timepieces, but a lot of brands take inspiration from the heritage of their country or city, or take on a personal interest like a particular sport, car, airplane, or something else.
Peren Nera Rogue / Credit: Monochrome Watches
A perfect example of this is a watch by Canada’s own Locke & King – their model the ‘James’. Locke & King is a brand based out of Hamilton, Ontario and created an industrial-styled dress watch that features 1950s industrial aesthetics, keeping true to its heritage as Hamilton was once the industrial capital of Canada.
While vintage watches can tell a story from their wear and tear, a microbrand timepiece can express a part of history by being a physical representation or a modern take on the years gone by. On top of that, when we buy from a microbrand, we are supporting small businesses backed by watch enthusiasts trying to tell their own stories. A win-win if you ask me!
By: Tyler Frederick
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Locke & King James / Credit: Locke & King
A vintage King Seiko Hi-Beat 5626-7113 for sale on Toronto Vintage Watches.