Microbrand watches are wristwatches produced by small, independent watch companies.[1] [2]
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.