How To Weather The Storm: Micro Brands In Turbulent Times

How To Weather The Storm: Micro Brands In Turbulent Times

Opinion
These are turbulent times for watch brands. Breitling and Maurice Lacroix are up for sale, Technotime, and Pequignet were forced to close their doors, and ETA is raising prices because quite a few brands canceled their orders for next year. Depressing news in general, but especially when you just invested your hard earned money in finally founding your very own microbrand. Time to worry? Yes and no. I would be lying if I said that this was the best time to start your own microbrand, but I believe it is not the worst time either. As a micro brand you have some advantages that larger and more established brands don't have, and when you flex those muscles with some sense, you might get far. Be Focused When the time arrives…
Read More
The Open And Closing Doors In The Watch World

The Open And Closing Doors In The Watch World

Opinion
There is no doubt that the watch world as we know and love it, is in great distress. In true Swiss fashion, this is not being discussed much, probably afraid to make it a self-fulfilling prophecy. The fact of the matter is that we are already there. This became very publicly clear last week when quartz movement manufacture ISASWISS announced that it would close its doors. Next to this company, many other smaller suppliers closed their doors as well. [caption id="attachment_1922" align="aligncenter" width="900"] In a sad turn of events, ISASWISS is closing its doors[/caption] This is not only hurting the Swiss watch industry, but also the existing micro brands. Although the Swiss watch industry has for sure become more open to new entrepreneurs who want to start a watch brand,…
Read More
Micro-brands: Overfeeding The Crowds

Micro-brands: Overfeeding The Crowds

Opinion
This year there must have been a record, with so many micro watch brands launching crowd funding campaigns, the majority of them even for the very first time. Many of them even get successfully funded, but the question remains: when is the market saturated? On crowd funding websites like Kickstarter and Indiegogo, the majority of the watch brands that launch offer watches between US$100,- and US$600,-. When brands go higher, you really need to have something special to offer (and make some additional noise to get people on the platform that normally wouldn't shop there). When brands go lower, they often target the more fashionable consumers. Watch collectors and connoisseurs can only spend their money once, and that makes it continuously more difficult for new brands to have a successful…
Read More