Worn & Wound
What is a Microbrand?
What is a microbrand? I think about this a lot, never more than in the days and weeks after a Windup, and particularly the days and weeks following the New York City version of our fair, which is the largest and most diverse in terms of the types of brands represented. We often hear people describe Windup as “the microbrand show” or something similar. Not in a pejorative way, necessarily, but as a way to distinguish it from an event like WatchTime (which is more focused on traditional luxury brands) or IndiesNYC (which, yup, is focused on “indies,” another hard to define term when you step back and actually try). I don’t have an answer for what a “microbrand” actually is. Defining it gets more complicated when you consider all of the other small niches that pop up in the space. Terms like “micro-indie” and “challenger brand” have been thrown around a lot in the last few years, seemingly as an attempt to subvert a negative connotation with the microbrand moniker. But these terms have their own issues. Micro-indie implies, at least in how this publication has used it, that an element of the watch has some handmade craft or traditional watchmaking techniques behind it, but maybe uses a shortcut (like a case made in China, or an off-the-shelf movement) to save money. Not all brands and makers want to be seen as making compromises, even though essentially everyone short of, I dunno, Roger W. Smith and Philippe Dufour are making something about the proc...
