These 10 companies are helping to elevate the category.
While there is no consensus in the watch world on who coined the term “microbrand” or even on when it emerged, most experts agree that the label can be dispiriting.
“There’s a stigma left over from a day when watches at a lower price point were of lower quality,” said Zach Weiss, co-founder and executive editor of Worn & Wound, the online watch publication often credited with helping to give birth to the microbrand category.
“If somebody uses the term ‘microbrand’ dismissively today, it’s more that they’re being a snob,” he said by phone. “There’s so much energy and ingenuity coming out of
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