In the past five years, microbrand wrist watches have been drawing a lot attentions in the watch manufacturing industry. A microbrand watch company is usually started and independently owned by watch enthusiasts and is mostly outsourcing its productions to professional watch manufactures.  These wrist watches typically use high quality Japanese or Swiss made movements and are crafted in smaller numbers ranging from 300 to 2000 units annually. Each brand has its own unique design and targets very niche consumer markets.

Microbrand watches are using the same high quality parts and movements that are supplied to many established brands; and they are more affordable than old traditional high end fashion watches and Swiss-made luxury watches. With the help of Internet and eCommerce, collectors and consumers are saving much more money when they purchase a very different wrist watch directly from a microbrand watch company.  Many microbrand watches with automatic movements are priced from $400 to $900.  There are nearly a hundred microbrands worldwide. Some of them started crowd-funding efforts on Kickstarter website, however people complains that some brands fail to deliver their watches on schedule.