Monitoring grassroots watch brands since 2009
For the last 15 years, we have been aggregating and curating information about watch microbrands.
Start from here to find the information that you are looking for, or to simply learn more.
INSIGHT
The importance of differentiation for micro-brands
Who dares wins. According to numerous experts, differentiation is the silver bullet that allows a brand to convince consumers to choose them. We look at what differentiation entails, and at the best and the worst ways of implementing it.
The man-hours model in qualitative evaluation
We explore the strength and limitations of a manhours model for qualitative evaluation of watch brands, from everyday luxury to ultra high end.
The quality curve in watchmaking
The concept of quality curve allows to explain why manufacturing steps allow to increase cosmetic quality, and why the difference becomes less perceptible the higher it goes.
How do micro brands compare to macro brands?
A gradual luxification of the Swiss watch industry has created a vacuum in the accessible core segment.
Layoffs at Daniel Wellington. Is this the end of an era?
A look at five strategies that might have left micro-brand turned macro-brand Daniel Wellington overexposed.
Was there method in ETA's seemingly mad movement strategy? A five acts story
The Swatch Group’s handling of their supply of movement has had more drama than a soap opera. But in the long run, this 5 acts saga might only have caused harm to the Swatch Group.
The relevance of micro-brands, from the macro-brands' perspective
Micro-brand, lifestyle brand, enthusiast brand, and what these might mean to incumbent macro-brands.
Two pivotal changes that enabled the micro-brands boom
A look at the alignment of two stars that made the explosion of micro-brands possible, from the mid-2010s onwards.
