Top 5 Micro Watch Brands To Discover In July 2025

There was a time when discovering a new watch brand felt like stumbling on buried treasure. These days, it feels more like navigating a jungle with a compass that only points to "hype." But for those willing to look past the gloss of mainstream luxury and dig a little deeper, there's an entire world of micro brands quietly reshaping horology—one bold idea at a time.

Think of this series as your monthly treasure map. Every few weeks, we’ll spotlight five standout micro brands that are doing more than just ticking boxes. These are the ones turning heads in forums, drawing nods from hardcore collectors, and asking better questions—like why not do it differently? From single-vision independents working out of home studios to nimble teams making serious horological noise on a shoestring budget, micro brands aren’t just playing catch-up—they're building the future one watch at a time. So wind your mainspring and clear your schedule—here are five micro brands to watch this July.

SpaceOne – Redesigning Time Zones with a Cosmic Flair
If you thought worldtimers were stuck in their traditional format, SpaceOne is here to shake things up. The brainchild of Théo Auffret, an acclaimed independent watchmaker, and Guillaume Laidet, who’s helped revive cult names like Nivada and Excelsior Park, SpaceOne is a meeting of minds and eras. Launched initially under the name Argon via Kickstarter, their first model—a spaceship‑inspired jumping‑hour piece—quickly captured almost a million in backing. Their aesthetic draws heavily from ’60s space‑race futurism, with sleek titanium and forged‑carbon cases purpose‑built to feel like wrist‑worn spacecraft. The flagship Jumping Hour model showcased this in a compact 42×51.7 mm case with left‑side “rocket‑nozzle” crown, sapphire cockpit, and a nine‑part complication module produced by Auffret’s Paris workshop.

Their latest piece, the SpaceOne Worldtimer, is both poetic and practical. Using a planetary disc system, the watch allows you to read 24 time zones at a glance—but in a layout that feels more like a sci-fi object than a conventional complication. The aesthetic is futuristic without being cold, and the execution proves that technical complexity can live comfortably within minimalist design. For a brand on its initial mission, SpaceOne is already lightyears ahead.

Price: CHF 1,400- CHF 2,300

Grandeur Watches - Where Heritage Meets Swiss precision 

Grandeur Watches, founded by designer Belal Shaher, is a rising independent microbrand based in the U.S. that's capturing attention with its bold design language and creative horological concepts. Some might be drawn to the aesthetics which resemble another high end, celebrity favourite brand, but that’s just part of its charm.  At the heart of the brand is an artistic, almost avant-garde approach—seen most notably in collections like the Strange V3, which features vibrant natural stone dials made from materials like Aventurine, Lapis Lazuli, and Malachite. These watches are not just visually arresting but also produced in limited numbers, with select models even crafted in 18k gold. Grandeur’s ability to balance fine materials with accessible pricing has made it an intriguing name among collectors who appreciate both aesthetics and individuality. 

What sets Grandeur apart is its commitment to mechanical innovation without losing sight of wearability. The ReVolv, for instance, is a standout creation: housed in a titanium case, it features a proprietary jumping-hour module built over a Miyota 9039 automatic movement. The design includes a hidden crown, black lume, and a sapphire crystal details that reflect a thoughtful integration of engineering and design. While the brand is still small and founder-led, its limited-edition philosophy, Swiss made integrity and distinctive visual style are already helping it carve out a niche in the crowded microbrand landscape. For those seeking something experimental yet grounded in solid mechanics, Grandeur offers a fresh and fun alternative.

Price: CHF 5,00- CHF 8,000

Exaequo Melting Watch – A New Language of Time
Exaequo is a Swiss watch brand that brings surrealist art to life on the wrist. Revived with a deep nod to Salvador Dalí’s dreamlike visions, Exaequo’s signature “Melting Watch” breaks away from traditional timepiece aesthetics. Its fluid, oval-shaped case echoes the famous melting clock motif, embodying the idea of subjective, distorted time. This bold design challenges conventional norms—what one wears is not just a watch, but a wearable piece of art that sparks curiosity and introspection. It helps that its also a nod to the elusive collector favourite Cartier Crash. 

Despite its avant-garde appearance, the Melting Watch is grounded in Swiss precision. It houses a reliable Ronda 751 quartz movement beneath its curved sapphire crystal, offering both durability and performance. Its unisex appeal and sculptural form make it a conversation starter, meant to intrigue art lovers and collectors alike. In positioning itself at the crossroads of design and horology, Exaequo invites wearers to question time itself—owning not just a timekeeping tool, but a surreal statement piece.

Price: CHF 520- CHF 2,250

J.N. Shapiro – American Craftsmanship With Classical Roots

In the world of handmade watches, few names carry the weight of Joshua Shapiro. Working from his California workshop, Shapiro has revived the lost art of guilloché—painstakingly engraving dial patterns by hand using antique rose engines. In 2018, he launched the Infinity Series, which featured highly complex, engine-turned dials with traditional and exotic materials. Soon after, in December of 2021, Shapiro produced the first tantalum wrist watch cases made outside of Switzerland for the Infinity Series.

His Infinity and Resonance series combine this artisanal craft with an ambitious goal: to create a truly American-made haute horlogerie timepiece. With components increasingly sourced and built in the U.S., J.N. Shapiro is elevating American watchmaking to levels not seen since the 19th century. Few know this, but he is also an educator with a Bachelor’s and Master’s in U.S History. His work is more than impressive—it’s quietly historic.

Price: USD 26,000- USD 85,000

Amida – Retro Revival with Modern Guts

You may have heard of the original Amida Digitrend, a 1970s Grenchen, Switzerland icon with a horizontal jumping hour display that became a cult classic. The company ceased operations during the quartz crisis in 1979, but after nearly six years of careful planning, a new team reclaimed the patents and relaunched the original model with modern refinements. The Digitrend Take-Off Edition and its Black and Gold variants preserve the signature horizontal time display, but now incorporate a Soprod Newton P092 automatic calibre, an in-house jumping-hour module by Bruno Herbet, sophisticated case finishing, and optional Alcantara straps or integrated metal bracelets. 

Now, decades later, Amida is back and it’s more than just a reissue. The revived Digitrend maintains its retro-futuristic charm but is now powered by a highly engineered movement with a jumping hour complication and prism-based mirror display. Behind this resurrection is a dynamic team that includes legendary watchmaker Vincent Calabrese, ensuring that the comeback isn’t just about nostalgia—it’s about invention. In a sea of vintage reissues, Amida’s new chapter feels surprisingly ahead of its time.

Price: CHF 2,900- CHF 4,500

Why These Brands Matter Now
The beauty of independent watchmaking lies in its diversity. Some brands like J.N. Shapiro are keeping centuries-old crafts alive. Others like Exaequo and SpaceOne are pushing the boundaries of what a watch can be. And then there are names like Grandeur and Amida, each challenging geographic and historical norms in their own way.

What ties them together isn’t just innovation or storytelling it’s courage. In a highly competitive, often conservative industry, these brands choose risk over repetition. They remind us that the future of horology doesn’t have to come from the biggest booths at watch fairs. Sometimes, it comes from the boldest ideas in the smallest ateliers.