The term "microbrand" is usually synonymous with the microbrand watch industry, though it can also be more widely used to describe any small-scale brand that is likely only recognized in niche communities and among hobbyists.
The first microbrands debuted in the early to mid-2000s. With the advent of the Internet, brands were able to distribute watches directly to consumers within e-commerce, without taking on the overhead usually associated with luxury goods such as retail locations, marketing budgets, and other associated costs.
As a result, the prices of microbrand watches are generally significantly lower than luxury-tier watches, despite being produced in the same factories. Many brands that started (or were revived) during this period are now called "legacy microbrands" within the watch enthusiast community.
- "What are microbrand watches". Hamtun Watches. Archived from the original on 2022-08-19.
- "The appeal of Microbrand Watches". WatchGecko. Retrieved 2019-01-18.
- Stacey, James (January 2019). "Whats behind the huge groundswell of small independent watch brands". www.bloomberg.com.
- Mims, Christopher (2018-10-04). "Why You're Buying Products From Companies You've Never Heard Of". Wall Street Journal. ISSN 0099-9660. Retrieved 2019-01-23.
- "The growth of microbrands threatens consumer-goods giants". The Economist. 2018-11-08. ISSN 0013-0613. Retrieved 2019-01-23.