First off what is a micro-brand in the watch manufacturing industry? Well there is no hard and fast line to what a micro-brand actually is. However there are simple indicators to tell if a watch brand is a micro-brand or no.
Defining a micro-brand in the watch industry isn't an exact science, but there are some key characteristics that set these brands apart. Typically, micro-brands have a small, focused collection of models—usually between two and four, with limited color and design variations. They often release watches in limited editions, with production runs ranging from 100 to 300 pieces per model.
These brands are usually driven by small teams, often just two or three passionate individuals. They commonly use off-the-shelf movements from reputable manufacturers like Miyota, Seiko (NH35), or Swiss ETA, which allows them to produce high-quality watches at competitive prices.
Beaufort Watches
Beaufort Watches transcends mere timekeeping; it's a brand steeped in history and innovation. Our first release, the Aerotimer, merges WWII-era design elements with modern functionality, creating a watch that is both timeless and cutting-edge.
Their mission is to craft watches that tell a story, captivate with their design, and exceed expectations in terms of quality and value. Based in New Zealand, Beaufort Watches honors its heritage by naming the brand after the Bristol Beaufort, a WWII torpedo bomber operated by the British, Australian, and New Zealand Air Forces.
https://www.beaufort-watches.com/
Draken Watches
Hailing from South Africa and now based in Auckland, New Zealand, Draken Watches carries the spirit of the Drakensberg mountains. Founder Michael Blythe’s passion for design and the outdoors inspired the creation of Draken in 2015.
Draken Watches are built to endure the toughest conditions, whether you're hiking in South Africa or mountain biking in New Zealand. Our timepieces are designed for reliability and resilience, perfect for any adventure.
At Draken Watches they strive to create hard-wearing, reliable timepieces that you can take into any outdoor situation, and be confident that it won’t skip a beat. We know that our toughest test begins with you, the customer and take your Draken watch to the limits.
https://www.drakenwatches.com/
Komrade Watches
Operating out of Tauranga, New Zealand, Komrade Watches (formerly Komrade & Vanguard Watches, now KTW) has been crafting unique timepieces since 2015. This brand stands out by choosing to bypass crowdfunding platforms like Kickstarter, forging its own path with a diverse range of models.
https://www.komradewatches.com/
Magrette Timepieces
Founded in Auckland back in 2006, the story of Magrette Timepieces began while Dion (founder of Magrette Timepieces) was managing a creative agency. Inspired by designs for a French-Canadian watch company, I envisioned a brand that echoes the elegance and simplicity of a bygone era.
Magrette's design ethos is rooted in the timeless aesthetics of black Italian suits, cobblestone streets, and vintage architecture. Our watches are crafted to be stylish and enduring, transcending fleeting trends.
https://magrette.com/our-story/TheBeginning
Belmotto Watches
Belmoto was born from the vision of Dion McAsey, the founder of Magrette Timepieces. Combining meticulous design with the spirit of vintage motorsports, Belmoto timepieces evoke the thrill and artistry of classic race car driving and motorcycling.
Belmoto embodies action and integrity, crafting watches that are both beautiful and functional. Our collection captures the essence of a bygone era in a modern timepiece.
Zealandic Watches
A relatively new start up micro brand trying to get his first watch made via kick starter Though at this time his kick starter campaign has not started. Derek a mechanical engineer with a keen eye for design and a deep appreciation for craftsmanship started this journey in 2021 starting with a vision of sharing the spirit of New Zealand with the World. The Iceborne is Zealandic’s debut watch, carved by the Ice Caves of Tasman Glacier and painted with the colours of New Zealand combined with high polished indices to bring you something a little special.
Custom Watches by Design
I don't know much about this company or brand as they are not a brand as such but do custom runs on watches. That being said I bought a watch off trademe from Steven Gaskell who I believe is the founder the watch was okay quality the only issue I had was there is a slight (and I mean very slight) back play movement in the bezel. For me this is a non issue as I don't wear watches to go diving... It has a Seiko NH35a Movement and the bracelet doesn't feel cheap.
Olympic Swiss Watches
Not to be confused with Olympic Watches, Olympic Swiss Watches has been producing affordable, high-quality timepieces since 1972. Renowned for their attention to detail, technical expertise, and exceptional customer service, they are a mainstream brand in the southern hemisphere.
While not a micro-brand, Olympic Swiss Watches deserves mention for their use of off-the-shelf movements and commitment to quality.
https://olympicwatch.com/index.html
