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…
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Kicked @$$ on Kickstarter…..then what??

Kicked @$$ on Kickstarter…..then what??

Opinion
                Kickstarter has lately been a great nursery for startup brands. The amazing success story of Klokkers, and more recently Straton and CJR, says a lot about the power of the this new medium as a watch outlet. So will this mean that the market will be joined by many new and innovative brands? Will this development cause sleepless nights in Switzerland and Japan? No, it won't. Let's be clear; when you did well on Kickstarter, you did do your homework. Many watch projects on the platform fail, and for the right reasons; designs don't add anything to the current market, perceived quality on the watches is lacking, branding is off, or the marketing approach is not sufficient. There are a ton of…
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The Collector’s Experience : Enzo Mechana V001 by Timothy J

The Collector’s Experience : Enzo Mechana V001 by Timothy J

Opinion
When a watch is more than just a watch. Like many things in life, I have found that some of my best-loved watches are not the most expensive, or prestigious, in fact more often than not they are the exact opposite, usually lesser known brands that do not command high prices. Why? Well, it is because of their journey, their story and the place they hold in my heart. One such piece is my ENZO MECHANA V001. It’s story began back in 2009 when I bought a copy of an international watch magazine, you know the type we all love, those glossy seductive tomes that lure us to spend money on the objects of our desire, yes…that’s right folks… Watch Porn! Well, as I say, back in 2009, in one…
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The Collector’s Experience : Oris Air Racing Edition III  by Guillaume J.

The Collector’s Experience : Oris Air Racing Edition III by Guillaume J.

Opinion
Happy owner of a Bell and Ross model BR03-92 (which ruined my bank account when I bought it), it was five years ago my first purchase in terms of an automatic Swiss watch. I told to myself that for my 30th birthday, I wanted a second automatic watch, but not necessarily a model so expensive than the BR03. One of the important criteria for my future acquisition was that the watch must have something to do with the aeronautics and feature a pilot style. I did some research on the Internet and my choice was at moment pointed towards a Hamilton Khaki Aviation. But (because there is always a but) when I went to the watch store where I had bought the B&R, which is also a Hamilton distributor, I…
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Certina DS Podium Big Size; Does size matters?

Certina DS Podium Big Size; Does size matters?

News, Opinion
Not too long ago watches seemed never to be big enough. Monstrous diameters were strapped around the wrists of men and women all around the world, yet the last few years people seem to have come to their senses and favor smaller, more sensible watch diameters, but does that mean the death of large diameter watches? Certina offers their DS Podium also in a "Big Size", meaning that it is "super sized" from 41mm to 44mm. This is quite a substantial increase in size, but what matters is what do you do with this extra space? It is going to be wasteland on the dial, a thicker bezel, or are you actually going to use it to enhance the looks of the watch? With the DS Podium Big Size Chronograph…
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Calvin Jr.; Why Kickstarter kicks @$$

News, Opinion
Can start-up watch companies threat the major brands? Not too long ago that answer would be a definitive NO!, but things seemed to have changed. The watch industry is known to have high entry barriers, and the decision of Swatch-group to stop supplying ETA-movements didn't make them any lower, yet this hardly seems to affect start-up watch brands. Many of them pursuit a global sourcing strategy that is focused on quality, rather than the origin of the parts. The results are watches that actually ooze a quality that most people will associate with a much higher price-point. So it is no wonder that start-up brands like Straton, and the more established Stuckx, are celebrating huge success. But what is perhaps the most threatening aspect of these startup brands, is the…
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