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The term "microbrand" is usually synonymous with the microbrand watch industry, though it can also be more widely used to describe any small-scale brand that is likely only recognized in niche communities and among hobbyists. The first microbrands debuted in the early to mid-2000s.
Also, many watch manufacturers own more than one brand, while others own no brands and simply do contract manufacturing. Note that watch brands that do not manufacture watch movements of their own, but merely assemble components made by others should not be categorized as "watch manufacturers" or as "watchmakers".
A microbrand is a small-scale brand recognized only in a certain geographic location, or by consumers in a specific micromarket or niche market. [1] The majority of microbrands are owned by a microbusiness , though this trend is changing due to the expansion of the Internet and advancement of micromarketing tools.
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