Micro Brand Staying Power

[Data08]

I was just wondering about the history of micro brands and what kind of staying power they have for the future. I know that some brands were essentially born out of forums like this one. I'm speaking mostly about new brands and not revived brands like Aquadive or Doxa. While I personally don't own a micro brand watch, I really like a lot of the designs that are on offer and am seriously considering making my next purchase from a micro brand. I think that these micro brands offer us something unique and I hope they are here to stay. The only issue I see with micro brands is the willingness to go the homage route. I don't think there is anything wrong with making homage watches, as some people want to buy a submariner, but don't want to pay Rolex prices. This I can understand, as a micro brand can probably make more profit with a homage watch, than taking a chance on a hit or miss original design. This is why I have to give a brand like Hexa a lot of credit for trying something different, not that they are the only brand doing this. Either way I hope these micro brands stay for a while.

[Zarith]

Most micro brands have no serious business plan. It's just hobby brands, little private labels selling off the shelf products. They will eventually fade out...

Many already disappeared, are dying or are in status quo (I won't mention them, it only brings bad publicity).

That's the reason why I never invest to much cash in these companies. I like some of them but never trust them.

I buy 'micros" since 2005. In this short period many of my micros watch became already orphans. They will never be repaired. They are doomed. The movement is rarely an issue. If it's mechanical and relatively standard, it can always be serviced or replaced. The real problem is the case parts. They are not standard at all. A bezel, a crown, a screw bar, a movement holder or a set of hands can only be replaced by the same parts from the same company. If the company is dead, not responsive, or didn't bother ordering extra parts, your watch might not survive very long...

One of my micro is out of service. The reason? The strap screw bar is lose and I can't find a replacement. This micro company is most likely dead and its owner doesn't have extra parts. It's a small problem that should be fixed easily. But in the micro world it a disaster.

This simply wouldn't happen with Omega, Rolex or Breitling. They have parts for most models released in the last 30 years. You can also find whatever you need in the gray market.

[cosmo3k]

I've currently got a boutique diver, an armida a4, while I find theres nothing wrong with this watch I've got, it keeps excellent time and is fast by about 3 seconds per day and is built like an armoured tank, I may start looking for another watch later on this year, maybe a breitling super avenger, not to replace it, just to have a brand that I know will probabaly be here in 20 years time and parts are readily available should something go wrong. (I've always wanted a super avenger)

[bedlam]

Most micro brands have no serious business plan. It's just hobby brands, little private labels selling off the shelf products. They will eventually fade out...

Many already disappeared, are dying or are in status quo (I won't mention them, it only brings bad publicity).

That's the reason why I never invest to much cash in these companies. I like some of them but never trust them.

I buy 'micros" since 2005. In this short period many of my micros watch became already orphans. They will never be repaired. They are doomed. The movement is rarely an issue. If it's mechanical and relatively standard, it can always be serviced or replaced. The real problem is the case parts. They are not standard at all. A bezel, a crown, a screw bar, a movement holder or a set of hands can only be replaced by the same parts from the same company. If the company is dead, not responsive, or didn't bother ordering extra parts, your watch might not survive very long...

One of my micro is out of service. The reason? The strap screw bar is lose and I can't find a replacement. This micro company is most likely dead and its owner doesn't have extra parts. It's a small problem that should be fixed easily. But in the micro world it a disaster.

This simply wouldn't happen with Omega, Rolex or Breitling. They have parts for most models released in the last 30 years. You can also find whatever you need in the gray market.

I will summarise the above for the readers: don't spend approx $700 on a micro because its maker might one day go bust and your watch might break and the broken part might be hard to source if its not generic. Instead you should buy an expensive watch for thousands more that costs around $700 just to service. If you are really unlucky and break a component on that watch, like scratching up a bezel on your Rolex, Omega or Breitling? The good news is they will have the part! The bad news is say good bye to your watch for quite some time and you would do well to have a line of credit ready for when the bill lands.

Or you could have spent a fraction of the money on purchasing, servicing and fixing an over-priced watch and bought several new micro watches. Most of which will serve you very well for a very long time.

[justinxjustin]

I read many story about super company was began the business from garage.

[stuart77]

If none of us bought them out of fear that they might not be around when you need a spare part then these companies definitely wouldn't stand a chance.

[SHANE 1000]

Every company in the world started off as a micro company pretty much. then it all boiled down to whom had the staying power, to blossom into the mega companies.
Fixing things in years to come? if it is built by man then it can be fixed by man, whether or not the original company exists or not.

[lexvil]

Is it time for this dance again?

For me it is simple, with a micro I get a great looking watch with real world dive abilities {I dive so that is the perspective I have} Most micro brands may have a unique look but the basic parts are common sizes or shapes, in the future I may not be able to get a crown for this Christopher Ward

With the CW logo but I know I can get a crown that will fit.

As ...... pointed out, you can but a name branded watch for $4k, wear it every day for 5 years and pay $700 for a service {plus parts that the Swiss "masters" decide to replace which can end up costing thousands more} and end up with a $3k watch {that cost you $4.7k++} or you can spend $700 to $1000 on a micro, wear it every day for 5 years and toss it in the ocean and remain hundreds or thousands of dollars ahead. You can get the micro serviced for a few hundred and keep wearing it too {since few things cannot be repaired} and really stay ahead of the cost cow. Heirlooms are a nice thought but the chance of that working out over the long haul is pretty remote, chances are your kids would be happier with a few hundred most cash dollars than a beat up watch {and if you don't beat it up there are many many better investments to make for the future}.

[marchone]

More fuel to the fire.

I recently bought my first two micros since beginning a decent collection of expensive name brand watches 21 years ago. That first TAG Heuer's quality isn't (I still have it) one-tenth the quality of either my $1300 MKII or even $600 Armida. I have an SMP quartz I bought new in 1996 for $1225. I have since spent more than half its original purchase price on repairs for it and watched its used value plummet to equal the service costs I spent. It now has a stripped crown. A replacement crown cannot be found on the aftermarket. Sending it back to Swatch makes no economic sense at all. I can get another micro for the money they want instead.

If money is a issue, then micros (or low-end Seiko, Citizen, etc.) make a lot of sense. My ten-old Seiko SKX173 is still going strong and looks very lightly used after a lot of abuse.

Having said that, I now generally prefer ETA automatic movements that can be adjusted to outstanding accuracy and serviced by non-factory watch repair outfits.

[bakuma]

Many will probably not last, but some will. Look at Sinn.