Consciously Cool: The Top 9 Trendiest Microbrands
As more collectors embrace independent horology, we decided to take an unscientific survey of the season’s most talked-about timepieces.
By Rhonda Riche
Editor-At-Large
Of course, socializing includes checking out and chatting about watches. And based on purely anecdotal evidence, it appears that more and more enthusiasts are adding upstart independent watchmakers to their collections. This got us to thinking: If microbrands are trending, then what are the trendiest small-scale makers?
Well, after a casual accounting made from observations at independent watch fairs and scrolling through influential Instagram accounts, we believe collectors are particularly proud to flex these 9 microbrands.
Anoma
One reason that enthusiasts adore indies is that they see purchasing a watch from a microbrand as an investment in the future of watchmaking. The London-based Anoma is only two years old but has already made a big impression with its triangular A1.
As smooth as a river rock, the A1 has found its way into the wrists of many collectors because it is so tactile and fun to wear. Its most recent release, the limited edition A1 Prehistoric, flips the script a little with a hand-chiseled bezel meant to evoke tools made by early humans. But it is just as touching.
Atelier Wen
Another reason enthusiasts may be embracing tiny indie brands is that watch collectors love getting in on the ground floor of a movement. Atelier Wen is an independent Franco-Chinese watch brand established in 2017 with the goal of celebrating Chinese culture and craftsmanship.
When founders Robin Tallendier and Wilfried Buiron started the brand, the goal was to challenge biases against Chinese watchmaking by partnering with elite independent artisans. This has proven to be a successful mission statement. That, along with the brand’s excellent dials and use of elevated materials, such as the tantalum Inflection, has, ahem, tantalized collectors.
Berneron
Independent brands are exciting because they are small operations and therefore their offerings are not designed by committee. Passion-fueled projects, such as the eponymous brand of former Breitling chief product officer Sylvain Berneron, are an excellent example of eccentric design that can create a cult following. Take, for example, his debut model, the Mirage.
This asymmetrical gold dress watch unlike anything else on the market. It ain’t cheap (even the movement is made almost entirely of gold), but it is successful – currently all of the Maison’s offerings are allocated.
Fears
Although British watchmaker Fears was established in 1846, they share an upstart spirit with the rest of the brands on this list.
Nicholas Bowman-Scargill, the great-great-great-grandson of founder Edwin Fear, revived the marque in 2016 with a series of hand-built watches that merged vintage aesthetics with modern case sizes.
Since then, the brand has also collaborated with other brands such as Studio Underd0g and Christopher Ward to build excitement for British watchmaking in general. Our favorite: The ambitious Brunswick Jump Hour Celestial.
Dennison
The Dennison Watch Company is another new micro-brand with ties to the past. Aaron Lufkin Dennison founded the Dennison Watch Case Company over 175 years ago. In his day, he helped define modern watchmaking, registering patents and new metal alloys for cases.
In 2024, vintage watch dealer Toby Sutton, entrepreneur Stéphane Cheikh and designer Emmanuel Gueit resurrected the name with a series of attractively priced, neo-vintage timepieces, many with semi-precious stone dials. The coolest examples, like the new Oblique Enigma, may feature quartz movements, but its trippy architecture is a nice tip of the hat to Aaron Lufkin Dennison’s innovative cases.
Ming
Community is a big part of watch collecting. We assemble at meetups and shows and share our newest acquisitions online. Malaysian-born Ming is a brand and a collective, founded in 2017 by photographer and designer Ming Thein.
Rather than operating from a single base, the company employs a network of specialists, such as movement makers from Agenhor and leather masters from Jean Rousseau. As a result of this strategy, Ming has, over time, created minimalist timepieces that offer collectors a “best-of” sampling of global expertise.
Our latest obsession is the 29.06 Peep Show with a dial that transforms into three different patterns depending on how the light hits it.
Naoya Hida & Co.
There’s already something very niche about watch collecting. For Tokyo-based independent Naoya Hida & Co., exclusivity is also key. Founded in 2018 by industry veteran Naoya Hida, this micro-atelier specializes in vintage-inspired dress watches produced in exclusive annual allocations. Not only are these releases catnip for collectors, but even other watchmakers also want to get on board.
One of the most talked-about releases of 2026 is the Zenith x Naoya Hida & Co. G.F.J. Calibre 135 – the first release in Zenith’s Double Signed Program.
Limited to only 10 pieces, this elegant 39mm watch is crafted in platinum with a solid silver dial and brings the language of engraved numerals and blue accents to the forefront.
Serica
Founded in 2019, this French micro indie Serica specializes in bringing a strong mid-century design signature to a diverse catalog of tool, field, dive, and dress watches. The brand has found a following among collectors looking to take their collection to a new level. Moreover, since Serica’s timepieces are competitively priced, they are also beloved by people looking to buy their first investment watch.
For example, if you have a vast collection of dive watches but are looking for a chic dress watch, the Parade adds elegance to any ensemble.
Or, if you want a tool watch that stands out stylistically, the 35mm Field Chronometer Ref. 7505-1’s wide, flat bezel makes a statement. They are also ruggedly built with mechanical mechanisms. Some are even COSC certified.
J. N. Shapiro
Small batch watchmakers can also make real connections with collectors. For instance, in 2025, American Indie J. N. Shapiro launched the “Escapement” – the brand’s first complication, a limited-edition Infinity Series Monopusher Chronograph for a private group of collectors in the Boston area.
This launch turned out to be the seed for the new Infinity Series Radiant collection of limited-production timepieces, which feature a 38mm tantalum case and either a zirconium (with a basketweave guilloché) or a meteorite dial.
Founded in 2018 by Joshua Shapiro in his garage, the company is also celebrated as the first brand to manufacture its mechanical wristwatches almost entirely in the United States – including case, dial, and movement – in over 50 years.
