Fratello Talks: The Role Of Microbrands Today
The concept of a microbrand is not new per se. Small independent watch brands were plentiful in the pre-quartz times. However, the term as we know it today has only been around in the watch world for the last two decades. Contemporary microbrands are a different beast altogether, and though they come in many shapes and sizes, one thing is certain: they have established themselves as key players in the broader watch industry. On this episode of Fratello Talks, Nacho, RJ, and Daan discuss the role of microbrands today. It’s more multifaceted than some might imagine, from being agile and fearless in embracing trends to providing a value-driven entry point for new watch collectors and influencing big brands to offer features that have become commonplace for these smaller players. Before the guys dig into all that, let’s check out what’s on their wrists today.
Wrist check
We start with Daan, who’s wearing his Serica 5303-3. The French microbrand has been around for more than five years, and its designs never fail to impress. This particular take on its dive watch employs a distinct blue shade for its ceramic bezel insert. And though it may not look like it, the dial is also blue, just a much darker shade that’s only visible in certain light. Serica is a clear example of a microbrand that has stood the test of time and continues to impress with each new release.
Not exactly micro, RJ is wearing his two-tone Rolex GMT-Master II ref. 16713. It’s a tall, cold, two-tone drink of root beer goodness and one that RJ can’t seem to get enough of lately. Can you blame him, though? It has strong, retro summer vibes and is not a watch you see every day (unless you work at Fratello, that is).
In keeping with the microbrand spirit, Nacho is wearing his Arken Alterum. This rather special take on a GMT shows the fearless spirit of innovation that some microbrands possess. When a movement that did what he wanted it to do didn’t exist, Kenneth Lam, Arken’s founder, didn’t let that slow him down. He collaborated in creating a module that gives this watch its unique way of showing the time, date, and night/day indication. If you want to read all about it, check out Nacho’s introduction to the watch here.
Fratello Talks: The Role Of Microbrands Today
Though they’ve been around conceptually for decades now, microbrands as we know them today are entirely different. Over the past decade, a handful of small independent brands have established themselves as a tide-shifting force in the industry. Today, we’re discussing the role these small brands play in the current watch world.
So, whether you’re a big fan of microbrands or you’ve just begun to dip your toe into them, be sure to tune in. And while you’re here, leave your thoughts on the topic of discussion in the comments section below. As always, tune in next week for a new episode of Fratello Talks!
