The independent microbrands first began to appear in the early 2000s, thanks to the accessibility of direct-to-customer sales via online forums and e-commerce. Since then, the watch industry has seen a rise in these nimble, niche-centric companies that are driving a surprising amount of innovation and setting new trends that reverberate through the more well-known houses. Their non-traditional model allows these smaller watch brands an agility and freedom that can push boundaries and bring about some exceptional watches.
If you think a pair of Air Jordans is hard to buy at retail, then consider this: for some independent microbrands like Kurono and MING, each new product drop is sold out within minutes! (But of course, you are welcome to pick them up from eBay or Chrono24 for double or triple the original price.)
MING
Ming Thein’s love
