While the juggernauts of the watch world tend to dominate the conversation, there are plenty of other brands out there that deserve a closer look—and maybe a spot in your collection. That’s why we’ve pulled together this list of nine under-the-radar makers (call them “microbrands,” if you like) we love. Give it a read, boost your knowledge, and be prepared to hear, “Hey, what’s that on your wrist?” next time you get together with your watch-loving buddies. — Jonathan Evans, style director
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Whether you’re in the market for something with a vintage feel or a watch design you didn’t even know existed, start with this list.
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If you dread the thought of having the same thing on your wrist as someone else in the room, you’ve come to the right place. Not that there’s anything wrong with yearning for a Submariner or a Seamaster—we’re just as guilty as any watch fan—but sometimes it pays to do things a little differently. And though the juggernauts of the watch world tend to dominate the conversation, there are so, so many other players out there that are well deserving of your attention.
We’re talking about watchmakers with penchants for vintage good looks but price tags that don’t require a bank loan. Brands with unexpected sources of inspiration. (Coffee, anyone?) And companies that take the “Just have fun with it” ethos more seriously than you might expect. They tend to be grouped under the somewhat generic “microbrand” label. While that’s not exactly wrong when you compare them with the big guys, there’s a ton of variety and nuance to explore within that space.
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What an incredible summer to be an American. We’ve just celebrated our 250th birthday, and we’re feeling great. Some of us are slimmer than ever! That’s because now, in addition to record-high temperatures—and a war we can’t get out of, ICE rolling up in our towns and shooting whomever they feel like, our allies stepping away from us, people having to put their groceries on Klarna, and the fact that this season of Love Island ended and the reunion isn’t for another month—we have a national outbreak of explosive diarrhea.
Explosive diarrhea could not be a more perfect image for our times. The same people who brought you “I’m not going to wear a mask during a respiratory epidemic because it’s a violation of my liberty” kept their hot streak going through “Why should I get a vaccine if I’m not even sick?” That led right on up to “Let’s put the guy with the worm in his brain in change of our health, because his grievances match mine.”
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When it comes to exciting collaborations, Casio is always one to watch: whether it's a Pokémon G-Shock, or one inspired by the legendary Mobile Suit Gundam franchise, the brand has got fans of every big series pleased. The Japanese watchmaker has also launched a new collaboration watch with another Nintendo video game, marking the 20th anniversary of a cult-favorite.
The Casio Mother x G-Shock DW-5600MOT26-9 is the third watch to come from Casio's collaboration with the Mother series, and it celebrates Mother 3, a game that was a hit in Japan but never got an international release despite endless pleas from fans.
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