When it comes to a hobby such as watch collecting, we often lean towards legacy brands like Rolex, Patek Phillipe and Omega. Their committed marketing efforts, huge workforce and global reach have earned them a solid place in the industry. But things have been evolving in the last few years with the influx of microbrands. The growth of the microbrand industry comes on the heels of the massive boom in the digital space, especially Instagram. The social media platform has offered many brands a cost-effective alternative to promote their products and sell directly to customers. But before we get into it, let us first define the term.

What are microbrands?

An evolving term for sure, microbrands are small-scale, independent watch brands known to produce a small number of watches. Their small-scale output differentiates them from the other independent watch brands in the same price category. Instead of relying on the traditional forms of marketing, microbrands rely on social media, word-of-mouth and selling directly to their consumers via multiple digital channels.

However, despite their rising popularity, there is also a negative connotation attached to them. This results from the scam artists in the industry selling low-quality products to customers across the globe. There is no scarcity of high-quality, reputable watch microbrands that deserve the attention of watch lovers, collectors and enthusiasts. So it all comes down to making the right choice, and we are here to help you with that.

Here are the top 5 watch microbrands that are credible, produce a vast selection of watches in different styles and designs, and are available worldwide.


Baltic is a French brand that offers vintage-inspired watches designed and assembled in France. What began as a Kickstarter campaign back in 2017, Baltic now provides a range of timepieces that feature sector dials, dive watches, chronographs and GMTs with a contemporary twist.

Baltic Watch

For more information, visit https://baltic-watches.com/en


Six enthusiasts led by respected watch photographer and former creative director at Hasselblad Ming Thein founded MING back in 2014. Since its launch, the brand has made a name for itself with its distinctive case shape and flared lugs. Intending to bring back the excitement of timepieces to a broader audience, Ming develops sophisticated pieces using high-end watchmaking techniques. They have also picked up multiple awards at the prestigious Grand Prix D’Horlogerie De Genève.


For more information, log on to https://ming.watch/


Known for its use of bold colours with contrasting textures, Farer, an independent British watch company, creates timepieces with a specific purpose in mind. Each Farer timepiece is built for those seeking adventure. Committed to the concept of mechanical watchmaking, Farer has partnered with Swiss manufacturer Riventa Henez.


For more information, visit https://usd.farer.com/


One of the earliest microbrands to come into the market, Halios is the brainchild of watch enthusiast Jason Lim. Halios is focused on creating sleek dive watches inspired by 1960s design. The timepieces are known for their solid construction, high-quality finishing and Swiss watch movement beating within. The brand is popular among watch lovers and new watches sell out in seconds, creating a greater demand in the secondary market. While their manufacturing partners are based primarily in Asia, the final quality check and testing occur at the headquarters in Vancouver, Canada.


For more information, log on to https://halioswatches.com/


Unimatic is an Italian watch brand that broke into the microbrand scene in 2015. Founded by product designers and friends Giovanni Moro and Simone Nunziato, the brand gained popularity for its unique interpretation of classic tool watch designs. Their minimalistic sports watch aesthetic, and limited-edition models make it a famous brand among enthusiasts and hardcore collectors.


For more information, check out https://www.unimaticwatches.com/



Image credits: Baltic, Ming, Farer, Halios, Unimatic