THE EMERGENT CATEGORY of micro-brands-composed of small, independent companies-is, quite suddenly, responsible for some of the most exciting and collectible watches being made right now. These modern, market-savvy watchmakers use their relatively small size as a virtue, making scaled-down manufacturing and direct-to-consumer marketing work to their advantage. They can be more nimble and more responsive to the desires of their fans, and they can keep prices under control by minimizing any costs that don't go directly into the product being sold. They stay lean and focused, pouring their attention into a limited range that speaks directly to the obsessives who line up (online) to buy from them. Here are four of my favorite small but mighty watch micro-brands.
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SHABOOZEY THE BIG SHA BANG
Shaboozey spent months at the tippy-top of the charts with a hit song about dealing with hard times the easy way: by hitting the bar. He sang on a couple songs with Beyoncé too. So we asked the one and only SHANIA TWAIN to help country's biggest new star make sense of his explosive year.
HANNAH EINBINDER BORN STANDING UP
With her star turn on Hacks, the comic turned actor has established herself as one of Hollywood's most exciting young talents-much to her own surprise.
Katt Williams The Man Who Opened The Portal
In January, the comic delivered an instantly iconic podcast interview that threw pop culture into crisis-and seemed to predict all manner of messy celebrity gossip to come. At home on his farm, Williams explains why he said what he saidâ and why he'd do it again, and again, and again....
JOHN DAVID & MALCOLM WASHINGTON A NEW HOLLYWOOD DYNASTY
The Washington brothers built their careers apartâuntil an irresistible project drew them together. In The Piano Lesson, they tackle a father's thorny legacy.
FUTURE & METRO BOOMIN'S HISTORIC Hit STREAK
What happens when the best rapper alive reunites with the hottest producer of the moment? You get a back-to-back-to-back run unlike any since the Beatles.
PHARRELL WILLIAMS Designer of the Year
Riding along from Paris to Hollywood to New York with the Louis Vuitton *men's creative director, whose prolific and often prophetic contributions to fashion, film, and music have once again thrust him to the center of the pop culture Venn diagram.
JOHN MULANEY. KID GORGEOUS GROWS UP
After immortalizing the whirlwind of the past four yearsrelapse, intervention, recovery-in his awardwinning standup special, John Mulaney has emerged as one of the most popular comedians on earth. For his next trick, he's embracing his surprising new role as a suburban dad.
DWAYNE JOHNSON THE WORLD'S BIGGEST Actor
It's hard for Dwayne Johnson to hide. Wherever he goes, there he isâ as conspicuous out in the world as he is on the silver screen. But after two decades of playing a version of himself in huge movies, suddenly Dwayne Johnson is ready to do something entirely new: vanish.
How the WNBA Became the Most Fun, Complicated, and Exciting League in Sports
Caitlin Clark! A'ja Wilson! Angel Reese! This year, women's hoops emerged as a dominant popcultural force. But the road to sports-league supremacy has been long and winding. This is the inside story of how the W finally broke through.
A Companion for Your Wrist
Audemars Piguet's new release with artist Brian Donnelly, a.k.a. KAWS, brings high-art hype to the world of pop-watch collabs.
