Micro Managing

Limited production, direct-to-consumer sales, and a passion for design: microbrands are rewriting the rules of watchmaking, offering accessible luxury with a personal touch

- By Amrita Katara

There's a quiet revolution happening on wrists around the world, and it’s rewriting the rules of luxury watchmaking. Despite the demand for centuries-old legacies, a new breed of watchmakers is emerging, challenging the established order, one crafted timepiece at a time. We're talking, of course, about microbrands—but what exactly are they? Simply a smaller, budget-friendly alternative to the titans of horology, or a distinct category redefining the essence of luxury? The truth is layered.

For Piano Chow, founder of independent Hong Kong watch boutique The Lavish Attic, when thinking of a luxury watch microbrand, “The first thing that comes to mind is that it should be a mechanical watch [which are traditionally considered expensive]; then, defining the ‘luxury’ aspect involves considering both value and volume.” According to Chow, the limited production numbers are key because scarcity elevates the sense of exclusivity and, therefore, luxury. “This isn’t to say that price isn’t a factor; a higher price point can certainly reinforce the luxury aspect. So, in my opinion, it’s this mix of limited availability combined with demonstrable value that defines a luxury watch microbrand. It’s about possessing something special and not widely accessible.” She further emphasises that microbrands have the potential to offer customisation, so are more personalised, “which is difficult to get in traditional watches unless you have a considerable budget”.