Microbrands and Representation: Small Companies Making Big Changes

Microbrands have become a driving force in the watch industry, often championing diversity in both design and business practices. These smaller, independent brands have the freedom to experiment, incorporate cultural influences, and represent a broader range of voices in horology.

Brands like Ming, founded by a Malaysian entrepreneur, and Kurono Tokyo, led by Japanese watchmaker Hajime Asaoka, highlight how independent creators can make waves in the industry. Their success has proven that diverse perspectives lead to unique, compelling designs.

With the rise of microbrands, watch enthusiasts have access to a more varied and inclusive selection of timepieces, ensuring that watchmaking continues to evolve in a way that reflects a global audience.

The microbrand revolution has been facilitated by crowdfunding platforms and social media, which allow small companies to connect directly with consumers without the need for traditional retail networks. This direct-to-consumer approach not only keeps prices more accessible but also enables closer relationships between brands and their communities.

Many microbrands are founded by enthusiasts who felt underrepresented in the traditional watch industry. Their personal experiences inform their design choices, marketing approaches, and brand values, resulting in watches that speak to previously overlooked demographics. For example, some focus on creating watches that work well for a variety of wrist sizes, moving beyond the traditional gender binary in watch design.

The collaborative nature of microbrands also contributes to greater representation. Many regularly engage with their communities, soliciting feedback and incorporating suggestions from diverse voices. This participatory approach ensures that the resulting products better reflect the needs and preferences of a broader range of watch enthusiasts.

As microbrands continue to gain prominence, they're influencing the larger industry as well. Established luxury brands are taking note of their success with diverse audiences and are beginning to adopt some of their more inclusive practices. This ripple effect demonstrates how even small companies can drive significant change in an industry traditionally resistant to evolution.