What justifies the Microbrands category on Revolution’s 2022 power list? Firstly, it’s because these promising upstart brands created or relaunched by young entrepreneurs and designers are, in many ways, tapped much more into the zeitgeist of the current generation of watch collectors. And with good reason — because the creators behind the brands are the same age as the customers they are creating their watches for. Secondly, while it might have been unthinkable a decade ago that these individuals and their brands could have a huge impact on the watch industry, thanks to the advent of online platforms such as Instagram and Kickstarter, many of these brands have gone on to achieve great success. Even more importantly, as the majority of their founders are in their 30s, they represent the future of our industry.
ATELIER WEN (ROBIN TALLENDIER AND WILFRIED BUIRON)
The founders of Atelier Wen, dedicated to creating proudly-crafted-in-China timepieces, have always had an infatuation with the Middle Kingdom since their youth. Wilfried Buiron, who lives in Singapore, was born in Hong Kong, studied in Peking University and has even appeared on television regularly in China. Tallendier was raised in a family of Sinophiles who frequently traveled to Shanghai for their summer vacations. It was there that he aligned his fascination with Asia with his burgeoning interest in mechanical watchmaking through collecting Seagull watches. Later, during university,
