Like many other microbrands, Minim was created from an enthusiast’s desire to create watches for the most important customer of all - oneself. Chloe has a career she loves in Finance, so creating the brand is not a money grab. After all, if making an abundance of money was the ultimate goal, Chloe - and any other watch enthusiast - could probably tell you that starting your very own brand from scratch is not a great idea.

It sometimes feels as if there is a brand new release from a major brand every week, which also means that there is a brand new release from a microbrand or a notable independent every other day. Unfortunately, we can’t keep track of all of these new watches, but we can at least highlight a few of our favorite releases, updates, or industry-related news.  Let’s start it off with one of our favorite microbrands.