The majority of microbrands seem to skew between varying degrees of uninspired yet reliable homages to avant-garde, kind of crazy designs. Somewhere in between is where a microbrand can truly create its value - this is the area where brands like Vario, Minim, Kuoe, Traska, and many others have established themselves. Thus, the question for Sero Watch Company, a relatively new microbrand hailing from the Netherlands and founded by Sergino and Robert (the name is an amalgamatio

I am a big fan of field watches. In fact, if I check my collection right now, it consists largely of field watches. So, when Jay and Jason kindly loaned me the Houtman Murchison, I was truly over the moon for the opportunity. This field watch features a Sellita SW-200 movement, 100M of water resistance with a screw-down crown, and a suede strap and leather watch case.

Kuoe is a Japanese microbrand that started during the peak of Covid-19, and it has become somewhat of a darling among watch enthusiasts in the years since. While you could attribute their success to a myriad of factors, such as their accessible pricing, the “Made in Japan” prestige, and more, none of that would matter if it wasn’t for one simple thing: they make good watches. Not only do they make good watches, they make watches with a distinct, memorable style of design.

At the time of writing, Watches and Wonders is taking place, with luxury watch brands from around the world showcasing a bevy of new models. And while this annual event is typically a moment for brands to push boundaries, experiment, and surprise enthusiasts, Tudor seems to have taken a far more conservative route in recent years.

I sold my Seiko Speedtimer, and it’s all because of this watch. How’s that for a start to a review?

So when Tommaso took the leap of faith to launch his own brand, it was to bring a complicated watch to the wrists of consumers without costing over a hundred thousand euros (at minimum). After a year of research, he learned, unfortunately, that releasing a debut watch at under a thousand euros with a grand complication like a perpetual calendar or minute repeater was literally impossible, but that didn’t mean he couldn’t do the next best thing: A watch with a lot of great com

Doxa was founded in the famed Le Locle region of Switzerland by twenty-one-year old Georges Ducommun in 1889. I guess that’s impressive. When he was 21, he was a true watchmaker, and created a brand that would outlive him by almost an entire century. When I was 21, I was pushing a car up a mountain during a blizzard, but hey, it’s fine. Maybe in the next life, Georges can reach my level. Doxa initially distinguished itself through alarm watches, anti-magnetic watches

As a coffee enthusiast, I was naturally excited when a brand called Brew appeared on the watch scene. Of course, “Brew” could mean almost anything — or nothing at all — as many brands choose names based compulsively on sound rather than meaning. After all, Rolex doesn’t have any inherent definition, but it certainly rolls off the tongue. In this case, however, Brew is very much a nod to coffee, as the company’s founder, Jonathan Ferrer, is a genuine coffee aficionado.

Are you frustrated with the games and tricks from Authorized Dealers? Tired of the new dial colours on preexisting models being the centerpiece of a brand’s yearly releases? Has your bank account finally given in under the strain of $1,000 or more watch purchases? If the above resonates with you, a microbrand might be the right fit. Microbrands offer some of the greatest value in watchmaking, along with innovative designs and a great deal of novelty.