The concept of microbrands is not new. During the days of Little Quartz, there were a lot of small independent watch brands. However, the term we know today has only existed in the world of watches for the past 20 years. Modern microbrands are completely different beasts, and come in many shapes and sizes, but one thing is for sure. In this episode of Fratero Talks, Nacho, RJ and Dahn discuss the role of microbrands today. It’s more multifaceted than you might imagine. This provides value-driven entry points for new watch collectors, as it is agile and fearless when adopting trends, and it offers general features to these smaller players, impacting large brands. Before everyone digs into it all, check out what’s on your wrist today.
Wrist check
We start with Darn wearing his Celica 5303-3. The French micro-brand has been around for over five years and its designs are never impressed. This particular take on the dive watch uses a clear blue tint on the ceramic bezel insert. And while it may not look like that, the dial is also blue, a much darker shade visible only in certain light. Celica is a clear example of a microbrand that stands the test of time and continues to be impressed with every new release.
Although not exactly a micro, RJ wears a two-tone Rolex GMT-Master II ref. 16713. It’s a tall, cold, two-tone drink of goodness in the root beer, something RJ doesn’t seem to get enough these days. But can you blame him? It has a powerful, retro summer vibe and isn’t a watch you can watch every day (unless you work at Fratello).
In line with the spirit of the microbrand, Nacho wears his Alkene clone. This rather special take on GMT shows the fearless spirit of innovation that some microbrands have. When there was no movement to do what he wanted, Arken founder Kenneth Lamb didn’t slow him down. He worked with the creation of a module that gave this clock a unique way to show the time, date, and night/day display. If you want to read all about it, check out Nacho’s Watch Introduction here.
Fratello Talks: The role of the microbrand today
They have been around conceptually for decades, but as we know today, microbrands are completely different. Over the past decade, a handful of small, independent brands have established themselves as the tide-changing force in the industry. Today we are discussing the role these small brands play in the current world of watches.
So, whether you’re a big fan of the micro brand or you just start dipping your toes into them, make sure to tune. And while you’re here, leave your thoughts on the topic of discussion in the comments section below. As always, enjoy a new episode of Fratello Talks next week!
