The Micro-Brand Explosion

Five years ago, "micro-brand" meant amateur Kickstarter. Today it means a serious alternative to the Swatch Group at half the price.

The leaders

• Studio Underd0g — colour-forward chronographs, 1L+ value.
• Lorier — vintage divers and pilots, fixed bezel design language.
• Baltic — French design, Miyota power, sub-€500.
• Furlan Marri — meca-quartz chronos that fooled the Geneva watchmaking prize jury.

Quality is now indistinguishable from Tissot at the same price. Service is the only remaining catch.