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 favourite small but mighty watch micro-brands.
MASSENA LAB
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Denne historien er fra April - May 2023-utgaven av GQ India.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
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