The Rising Trend of Microbrand Dive Watches in Luxury Market

best microbrand dive watch collections

In recent years, the horology world has witnessed a dramatic shift in the luxury market. My personal journey from a casual observer to a passionate watch aficionado coincided with this evolution. This transformative period was marked by the emergence of what we now refer to as “microbrands.” Although this term might not sit well with everyone, it’s indeed become a catch-all phrase for small watch companies operating primarily online. Today, we will delve into the rising trend of microbrand dive watches, a phenomenon that has both reshaped the luxury watch industry and stirred the interests of connoisseurs and collectors alike.

The Evolution of Microbrands

Microbrand companies emerged with a straightforward objective — offering top-quality watches at a significantly lower cost than their luxury counterparts by leveraging global manufacturing resources and direct-to-consumer online sales models. A key characteristic that sets these companies apart is their approach to targeting not just general watch enthusiasts but also niche groups within the wider watch audience. Brands like Autodromo, started by Bradley Price in 2011, catered specifically to those with a taste for vintage cars.

The Changing Landscape of Microbrands

The last decade has seen a considerable shift in the landscape for microbrands. According to Jason Lim of Halios, a brand launched in 2009 known for its successful Seaforth design, there are two prominent markets that have developed. The first is existing watch enthusiasts, who typically collect established brands like Rolex or Omega, becoming more open to purchasing value-priced microbrands. The second market consists of individuals new to watches, who might not identify as “collectors” but have developed an interest due to the rising trend.

Similarly, Steve Laughlin of Raven Watches noticed a recent boom in new microbrands offering watches at lower prices. With the rise of microbrands, larger watch companies have adapted their strategies, offering direct sales from their websites and recognizing the growing number of people buying luxury watches online.

How Microbrands Operates To Manufacture and Sell Their Watches?

Microbrands have redefined the traditional retail process. Conventionally, a manufacturer designs and creates a watch, often sourcing components globally. The product is then passed on to a retailer who adds their markup, which ultimately determines the final retail price. However, microbrands have eliminated this retail markup.

These companies manage the entire process — from design to sourcing, marketing to sales, quality control to shipping, and even customer service and after-sales service — all of which is often handled by a single individual. This business model has proven successful for many brands, including OCEAN7, Bathys, Halios, and Benarus.

The Role of Social Media

With the rise of social media and digital platforms, microbrands have found new ways to connect with potential customers. Platforms like Facebook, Instagram, and Kickstarter have played a significant role in the explosive growth of these brands. Giovanni Moro of Unimatic Watches, an Italy-based brand launched in 2015, emphasized the importance of social media, allowing small companies to successfully reach large audiences without a massive advertising budget.

The Current Microbrand Scene

In the current scenario, the microbrand space can be described as a wild west of brands looking to make their mark with unique luxury designs. However, it’s important to understand that not all microbrands are equal. Some are focused on providing high-quality, innovative designs that resonate with watch enthusiasts, while others might merely follow the latest trends or produce lower-quality watches to capitalize on the popularity of the microbrand name.

While the primary objective of the microbrand scene was to undercut the traditional retail watch sales environment, the true essence lies in their direct connection with watch enthusiasm. Bradley Price of Autodromo further echoes this sentiment, noting that the emergence of Kickstarter has led to a surge of new brands, some focusing on quality, while others might prioritize novelty and cheapness over quality and integrity.

The Impact of Microbrand Dive Watches on the Luxury Market

Microbrand dive watches have undoubtedly carved out a niche for themselves in the luxury market. By offering a unique blend of quality, affordability, and innovation, these companies have managed to attract a wide range of customers, from casual watch enthusiasts to serious collectors. Although some might argue that the term ‘microbrand’ is often used disparagingly, there’s no denying the impact these brands have made on the luxury watch market. Now, I’m pretty sure that you’re convinced to invest in a microbrand dive watch rather than an expensive one. Don’t go anywhere to find it, check out these best microbrand dive watch collections curated for divers needs and fashionista’s desires.


The rising trend of microbrand dive watches has redefined the luxury watch market, with these companies challenging the traditional retail model by offering quality products at affordable prices. Despite the mixed views on the term ‘microbrand’, it’s clear that these brands have garnered a loyal following of enthusiasts and collectors alike, highlighting their undeniable role in the watch industry’s future. With the continuous evolution of this market, one can only anticipate what new horizons these brands will explore.

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