Have you read our introductory guide to watches? I’d strongly suggest you check it out first, if you haven’t. Having said that, let’s shift focus to some of the most popular watch microbrands out there. We won’t cover any more established and renowned brands in this post (check out these posts instead: affordable watch brands, entry luxury watch brands).
Introduction
All of these watch microbrands have been established in the XXI century (after the year 2000). These might be limitedly known, so you most likely never heard of before. However, these microbrands still offer good quality of materials and manufacturing in their products, especially in their models within the higher retail price spectrum.
We have representatives from seven countries, with more than a third of the watch microbrands coming from the United States. Most of these watch microbrands are a result of a startup or crowdsourcing. Or it’s very likely they were established by independent investors, with the sole purpose to target a very specific niche market, connected to the materials or functionalities included in their products.
In any case, all these watch microbrands manufacture watches that meet the following criteria:
- Most models or lines retail for up to $1,500 USD (both affordable and entry luxury watches).
- Most likely employs limited industrial production or handcrafting in some cases.
- Most movements, either automatic or quartz, are of Japanese or Chinese origin.
- Most crystals are primarily made out of mineral glass or sapphire in some cases.
Most of these watch microbrands will rarely be available at jewelries or watch dealers, it’s more likely you can purchase their watches via online retailers or directly from them. We’ll group them by country and list in alphabetical order, so no direct comparison or ranking will be made – except for the casual commentary in relation to quality or reputation when applicable.
Canada
Bonheur
- Established: 2016
- Movements: Automatic / quartz
- Iconic line: Basel
- Website: bonheurwatch.com
Bonheur is a Canadian microbrand which offer automatic and quartz movement watches with cases and bracelets made of exotic wood. Some of the woods they use include Canadian walnut and maple, Brazilian rosewood, African ebony, just to mention a few. Bonheur includes functions in their watches such as chronograph, calendar, and skeleton.
Denmark
Obaku
- Established: 2007
- Movements: Quartz / solar
- Iconic line: Mark
- Website: obaku.com
Inspired by minimalism and simplicity, Obaku is a Danish microbrand that manufactures watches with Japanese quartz and solar movements. Predominantly dress watches are present in their collections, with a few models including features such as chronograph and calendar.
Germany
Steinhart
- Established: 2001
- Movements: Automatic
- Iconic line: Nav B-Chrono
- Website: steinhartwatches.de
The oldest microbrand on our list, Steinhart is a German brand that specializes in automatic movement watches of Swiss origin. They mostly offer sport watches, in diver, pilot, and field styles, alongside a few dress collections. Common complications in Steinhart watches are chronograph, calendar, and skeleton.
Singapore
Reverie
- Established: 2014
- Movements: Automatic / quartz
- Iconic line: Sea-Spirit
- Website: reveriewatches.com
Established ten years ago, Reverie is a Singapore-based microbrand which specializes in elegant and ornate designs in their watches. They manufacture limited editions (single model) of dress and sport watches. Reverie offers typical styles such as racing and diver, which functions as calendar and chronograph.
Sweden
Corniche
- Established: 2013
- Movements: Automatic / quartz
- Iconic line: Heritage Chronograph
- Website: cornichewatches.com
Swedish microbrand Corniche was established in the early 2010s with luxury and versatility in mind. Their name and designs are inspired by a small French village in Provence. Corniche markets both dress and sport watches with Japanese automatic and quartz movements. Only complications present in some of their models are chronograph and calendar.
Switzerland
Bomberg
- Established: 2012
- Movements: Automatic / quartz
- Iconic line: BB-01 Automatic
- Website: worldofbomberg.com
Bomberg is a Swiss microbrand with strong references to the world of tattoos, symbols, and icons. Particularly popular in Latin America and Asia, they manufacture watches with Swiss automatic and quartz movements. Given their inspiration, Bomberg only offers sport watches, particularly racing, including a few models with calendar or chronograph complications.
United Kingdom
AVI-8
- Established: 2012
- Movements: Automatic / quartz
- Iconic line: Avon Automatic
- Website: avi-8.com
British microbrand AVI-8 (wordplay for ‘aviate’) is inspired by aviation designs and history from the main air forces around the world. They produce watches with Japanese quartz and automatic movements. Most of AVI-8 watches are styled as sport watches, with a few dressy models here and there. Key complications found in their collections include skeleton, calendar, and chronograph.
Filippo Loreti
- Established: 2015
- Movements: Automatic / quartz
- Iconic line: Ascari
- Website: filippoloreti.com
Filippo Loreti is a microbrand established 12 years ago that is inspired by racing, as it can be reflected in the sporty design of their watches. Produced with automatic and quartz movements of Japanese origin, their models include complications such as chronograph, calendar, moon-phase. Filippo Loreti offers several watch collections in typical styles such as racing, pilot, diver, and classic.
Marloe
- Established: 2015
- Movements: Automatic / manual
- Iconic line: Coniston
- Website: marloewatchcompany.com
The third British microbrand on our list is based outside London and similarly inspired by the racing world. They manufacture watches with mechanical movements, either of Japanese or Swiss origin. Marloe watches are primarily sporty in style, and quite simplistic, as the only complication available in some of their collections is calendar.
United States
Deep Blue
- Established: 2007
- Movements: Automatic / quartz
- Iconic line: Master 2000
- Website: deepbluewatches.com
Deep Blue is a microbrand recognized for their specialization in professional grade dive watches. They excel in producing robust and dependable precision diver timepieces, with water resistance ranging from 300 up to 2000 meters. Given their sporty style, Deep Blue watches may only include additional functions such as calendar or skeleton.
Eone
- Established: 2015
- Movements: Quartz
- Iconic line: The Bradley
- Website: eone-changemaker.com
Designed specifically for the visually impaired, Eone produces quartz movement watches with a titanium case with relief for braille characters. The time-telling mechanism consist in two raised markers (magnetized ball bearings) that allow to feel time by touch – one on the dial for minutes and another circling around the case for the hours.
Jorg Gray
- Established: 2009
- Movements: Quartz
- Iconic line: Chronograph
- Website: jorggray.com
Based in Southern California, Jorg Gray is a microbrand recognized for being the timepiece of choice for the U.S. Secret Service. They produce dress and sport watches with Japanese or Swiss quartz movements. Some of the complications present on Jorg Gray watches include chronograph, calendar multi-function, and three hand.
Martenero
- Established: 2014
- Movements: Automatic
- Iconic line: Edgemere Reserve
- Website: martenero.com
Martenero is a microbrand based in New York that exclusively produces nautical-themed watches. Aimed to provide a colorful yet elegant style to their dress timepieces, they use Japanese automatic movements. Martenero watches include a power reserve complication, as well as 24-hour time sub-dial and date window in some of their models.
Shinola
- Established: 2011
- Movements: Automatic / quartz
- Iconic line: The Runwell
- Website: shinola.com
Detroit-based microbrand Shinola decided to revitalize their city by providing jobs that create high-quality products. They manufacture watches with automatic and quartz Japanese movements in dress and sport styles. Shinola includes typical complications in their racing inspired watches such as chronograph, GMT, and moon-phase.
Stührling
- Established: 2002
- Movements: Automatic / quartz
- Iconic line: Legacy
- Website: stuhrling.com
The second oldest brand on our list, Stührling was established in New York for over 20 years ago. They produce dress and sport watches with automatic and quartz movement, in typicals styles such as diver and racing. Complications present in Stührling watches include open-heart, skeleton, chronograph, and GMT.