Fratello Talks: How Microbrands Have Changed The Game
Microbrands have come a long way. What were once largely associated with inexpensive, enthusiast-driven watches have developed into a much broader part of the industry. Today, small brands are experimenting with materials, movements, manufacturing techniques, and design in ways that can make them serious alternatives to more established names. In this episode of Fratello Talks, Nacho, Daan, and Jorg discuss how microbrands have changed the game. The conversation looks at how quality has improved, how ambitious design has become a defining characteristic of the segment, and why the price of entry has also changed considerably. The result is a microbrand landscape that looks very different from what existed a decade ago. But first, it’s time for a wrist check.
Wrist check
Daan is wearing the Anoma A1 Core Collection “Stone.” It’s a minimalist watch with a distinctive case and dial design that reflects the London-based brand’s unconventional approach.
Jorg is wearing his Traska Venturer GMT with an Arctic White dial. The practical travel watch combines a GMT function with Traska’s characteristic hardened steel case and understated design.
Nacho has chosen the Echo/Neutra Rivanera Piccolo with a pure black dial. Its compact proportions and restrained design offer a more traditional interpretation of the modern independent watch.
Fratello Talks: How Microbrands Have Changed The Game
Microbrands have changed considerably, and so has the way enthusiasts view them. While once primarily seen as low-cost alternatives to established brands, microbrands have proved that ambitious design, high-quality manufacturing, and genuine experimentation can coexist. Prices have risen along with those expectations, but the watches have improved considerably in return. For the consumer, that means more choice and, perhaps most importantly, a higher standard across the board. In this episode, Daan, Jorg, and Nacho discuss how that transformation happened, what today’s microbrands are doing differently, and what their growing influence means for the wider watch industry.
Now we’d like to hear from you, Fratelli. Which microbrand do you think has done the most to change the game? Let us know in the comments section below!
