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.
MASSENA LAB
This story is from the April - May 2023 edition of GQ US.
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This story is from the April - May 2023 edition of GQ US.
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