The watch industry's terminology is evolving, and the term 'microbrand' is at the forefront of this debate. The article delves into the complexities of this label, exploring its historical significance and current implications. It questions whether the term has become outdated, suggesting that 'small independent' or 'indie' might be more accurate. The author reflects on the changing market dynamics, where the term 'microbrand' now carries a different connotation, often associated with mass-produced, logo-focused watches rather than the original, independent spirit it once represented. This shift has led to a reevaluation of the term's usefulness, sparking discussions about the future of watch industry branding and the need for more nuanced language to describe the diverse landscape of independent watchmakers.
