Why Watch Lovers Are Turning to Microbrands — And Where to Find the Best in Dubai

In a world saturated with big names and mass production, a quiet revolution is taking place on the wrists of true watch enthusiasts: microbrand watches.

Microbrands are small, independent watchmakers creating high-quality timepieces with unique designs, limited production, and strong stories. They aren't chasing mass appeal — they’re building loyal communities of collectors who value craftsmanship, design innovation, and authenticity over celebrity endorsements.

What Makes a Microbrand Watch Special?

Unlike mainstream luxury brands, microbrands tend to:

Prioritize original design over trend-chasing.

Focus on limited production runs, adding rarity and value.

Foster direct relationships with customers, often through stories, feedback, and community.

Offer exceptional specs for the price — sapphire crystals, Swiss or Japanese movements, and premium materials without retail markups.

Microbrands We Carry — Curated for Dubai Watch Lovers

At our Dubai-based online shop, we’ve handpicked microbrands that stand out globally but remain hard to find in the region. These include:

MARATHON – Rugged military heritage watches, Swiss-made and used by NATO forces.

SQUALE – Italian-Swiss diving icons with decades of underwater credibility.

RZE – Titanium tool watches made for adventure and everyday use.

SECOND HOUR – Modern Australian craftsmanship with vintage-inspired design.

MAKINA – Bold Filipino designs that break convention.

DIRENZO – Swiss mechanical watches with Art Deco flair.

PITZMANN, ZRC GENEVE, AUGUSTE REYMOND, NOSTAS – Rare finds that reflect distinct perspectives in horology.

Whether you’re looking for a pilot, field, diver, GMT, chronograph, or dress watch, our selection highlights independent creativity at its best.

Why Microbrands Matter in Dubai

Dubai is a city of innovation, luxury, and global outlook — the perfect environment for collectors who want more than just a logo on their wrist. Microbrands reflect individuality. They tell stories. They resonate with people who choose character over hype.

As a local microbusiness, we’re proud to connect UAE watch lovers with independent watchmakers who care about every detail. No inflated prices. No compromises.

 Explore Our Microbrand Collection Today 

Have a favorite microbrand or watch style?  we’d love to hear from fellow enthusiasts!