Microbrands You Should Know...from A to Z
Now I know the title is a bold statement...and I'm sure there are a number of savvy Crunchers who are already aware of many of these brands.
I've tried to avoid Aliexpress "brands" and also brands resurrected by well funded industry insiders.
Here's hoping you find at least one new brand that you were unaware of...
Since numbers precede letters in my categories, we'll start there...
47zero - founded by Frenchman Cormac Hanley @Cormac who turned life's lemons into lemonade and has produced some truly unique watches...
ARPIEM - another French microbrand with its focus, as the name implies, on affordable automotive racing style watches. So many cool designs and colors to choose from...
Astor + Banks - based in Chicago, Illinois and founded by Andrew Perez, these are classy tool watches that can go from the beach to the boardroom...
Depancel - another super cool French microbrand that scratches the itch for me with their automotive racing designs. As its founder Clement states "Depancel is the contraction of Delage, Panhard and Facel Vega, three French manufacturers whose cars were instruments made for the pleasure of driving."...
Moels + Co. - a very cool microbrand founded by Betina Menescal @marcusmenescal in her London flat during lockdown. The company has two great designs now...and we are excited to see what else Betina and family dream up next...
Nine Four Watches - based in Milwaukee, Wisconsin, this microbrand has put out some incredibly attractive and affordable designs...
https://www.ninefourwatches.com/
Straton Watch Co. - founded in Switzerland by Kyle Schut @KyleSchut in 2015 to express his love for all things automotive...classic cars, auto racing and watches, Straton brings the 1970s race car design language to the modern era of watches...
WISE Timepiece - microbrand based in Thailand and one of the few brands that also use 904L stainless steel (you know the stuff that other brand uses for its cases)...some really great designs and colors...the finishing is superb...
Zelos - I know we all are aware of this great Singaporean microbrand founded by Elshan Tang. I could not resist including them since they have to represent the epitome of microbrand success...
...and that's a wrap.
Please share your favorite microbrand and add to the discussion.
Hope you found something interesting and new!
If you like this post and want more...then let me know...I can easily post another one of these articles as there are so many more worthy microbrands out there.
I really like chronographs especially vintage ones.
I only have Phoibos:
and Merkur:
Merkur is nearly an Aliexpress (you can buy them there) but not quite. Merkur looks more expensive than it is.
Owning the Phoibos has totally quenched any thirst for an inexpensive diver that I had (divers aren't really my thing). It is a perfect beach/boat/weekend watch.
Finally, a quartz chrono:
Pook is from Finland and have many interesting things.
Thanks for the post and introduction to some micro brands I was not aware of Mel.
Love the funkiness of the Möels. @marcusmenescal
Those Straton Yacht Racers are cool, too.
Great collection of micros, Mel. Thanks for sharing!
Thank you for sharing! Straton Watch Co. looks like what I like!
Waiting for the next part.
Mel! Raising the bar for content on this platform...again! 💪❤💪
Love the funkiness of the Möels. @marcusmenescal
Those Straton Yacht Racers are cool, too.
Great collection of micros, Mel. Thanks for sharing!
THANK you Sir! 🙏
Hey Mel Thank You.
I got a big kick out of reading 'Frenchman Cormac Hanley', but it's true, the whole family have French nationality now 🇫🇷🇮🇪.
I've a Moels and a Stratton too. ✊
THANK you Mel! 🙏
Sheesh!
Great post. I recently purchased a Wise Adamascus while in Thailand and am currently eyeing up a Depancel F-Back. Will be looking into the Stratton Watch Co.
Excellent post Mel. I have a couple of Stratton's which I love, have had my eye on the Moels & Co for a while, and now there are a few more to follow up on 😁
Meanwhile, it would be good to develop a definition for the term Microbrand, in terms of this list, as there are a couple more I would put forward if you were to develop this post?
I have to add in atelier wen! Proudly Chinese in design and execution of guilloché. Many western brands use Chinese suppliers anyway.
My Atelier Wen x Revolution collaboration in titanium and a bonus shot of a GORGEOUS purple dial with the world's first serially produced full tantalum bracelet!
O brother, I've been mean mugging that Depancel auto calender with bad intentions. The only problem is it's a tad to big🥺!!
Amazing post. I've been waiting for such a post for really long time, thanks for taking time to collect so much interesting informations. 👍👌🍻
Like this one a lot.
Excellent post Mel. I have a couple of Stratton's which I love, have had my eye on the Moels & Co for a while, and now there are a few more to follow up on 😁
Meanwhile, it would be good to develop a definition for the term Microbrand, in terms of this list, as there are a couple more I would put forward if you were to develop this post?
Two plus years on this app and that definition of a microbrand thing has been elusive
Great post Mel! SF Windup fair was great for seeing Micros I want or might buy
Bravur (cycling theme chronos), Minase (excuisuite high end builds from Japan)
Depancel using new old Chronograph movements
Isotope with wild new original designs
And Horage - being maybe the only Micro that makes 100% of their watch in house in Switzerland and Germany
(Sorry - pic sequence all screwy)
As someone who collects exclusively french microbrands, this is a GEM of a recommendation, thank you!! If you like a moonphase check out Mu:n for a french take.
Excellent! Thanks for all the great feedback. So many great microbrands out there and I prefer not to be restricted by a definition...let's keep it loose.
I am convinced it's worth the time to work on another post...more to come...
Thanks again for the encouragement!
#venezianico deserve a place there :)
What a great post! Thanks - many of them I didn't knew till now.
Two plus years on this app and that definition of a microbrand thing has been elusive
I agree, I thought it would be useful for this thread/post though 👍 🤷♂️
💯💯💯
Thanks Mel! I learned a lot, particularly the French brands. I’ve taken an interest in micro brands in the past couple of years, including some quite local to me:
Towson, actually based in Baltimore, MD:
Tsao Baltimore Watch Company
E. Stohlman, Hagerstown, MD:
I agree, I thought it would be useful for this thread/post though 👍 🤷♂️
It would, but no one can agree on what that definition is. Lol
@Trapvision3d introduced me to some really cool Indiana based brands
#visitor Watch Co
#fledderman Von Rieste
@ImNevix is to blame for my love of #towson Watch Co
One day I will own one. 😊
I'll try to leave a blurb for those brands I think are less familiar to the group.
Cincinnati Watch Company (Prides itself on original design, having an inhouse watchmaker and philanthropy)
Furlan Marri
Halios (According to some, the "OG" microbrand. Jason, the owner, is a one man band.)
Helm -- All divers all the time. The waiting list is legendary.
Lorier -- A Watch Crunch favorite
Nodus -- A perennial micro-brand tournament all-star.
Unimatic
Vero -- Celebrating Smokey the Bear.
I like Cincinnati 👍🏾. All of their designs are based on the city's history and landmarks
@Trapvision3d introduced me to some really cool Indiana based brands
#visitor Watch Co
#fledderman Von Rieste
@ImNevix is to blame for my love of #towson Watch Co
One day I will own one. 😊
Yes you will!!!
Mel, this is one of the best posts ever. Well done! You perfectly described all those beautiful microbrands, and the pictures were a huge plus 🙌👏.
That Moels 369 is a damn pretty piece. Armed with a Selita movement and currently on sale at £800: bargain.