The watch industry's terminology is evolving, and the term 'microbrand' is under scrutiny. Tom Austin, an expert editorial writer, delves into the implications of this label, which once symbolized small, independent, and creative watchmakers. However, the market's saturation with numerous small watch companies has led to a shift in perception. The term 'microbrand' now carries a different connotation, often associated with mass-produced, unremarkable watches. This has prompted some brands to distance themselves from the label, preferring more nuanced descriptions like 'small independent' or 'indie'. Austin argues that the term's broadening scope has made it less useful, and he suggests that the industry should reconsider its language to better reflect the diverse nature of watchmaking, emphasizing independence over size.
