In the world of horology, the term 'microbrand' has become a double-edged sword. Once a badge of honor, it now carries a different connotation. As Tom Austin reflects on a recent conversation with a watch brand, he questions whether the term has become outdated. The author argues that the term 'microbrand' has evolved from representing small, independent, and creative teams to becoming associated with mass-produced, logo-driven, and unoriginal pieces. This shift has left many successful smaller brands feeling like they've outgrown the label. Austin suggests that 'small independent' or 'indie' might be a more accurate and meaningful description, as it focuses on the brand's independence rather than its size. However, he also considers the possibility that the term 'microbrand' might still be valuable, as long as collectors understand it as a representation of passionate, independent watchmakers. The article concludes with a wrist shot of a Parmigiani Fleurier Tonda Minute Rattrapante, paired with a Wren Diver One Obsidian, and highlights Time+Tide's coverage of the Omega Speedmaster and Vacheron Constantin innovations.
