The vibes in the microbrand watch industry are, as the kids say, immaculate.
Although the hundreds of brands that make up the cottage industry are technically competing against one another, it often doesn’t feel that way. Most of the brands are run by watch enthusiasts themselves, so there’s a spirit of camaraderie between their companies that’s rare for any industry.
I know several brand owners who are friends with one another and who support and encourage each other’s businesses. (Just look at the Intersect Watch Show, which is collectively run by the owners of Nodus, Jack Mason and Formex.) A rising tide lifts all boats, sure, but the inter-brand support in the microbrand space feels genuine.
Sometimes, this support leads to legitimate collaboration, which is always a plus for the buyer, as it allows them to effectively get two great brands for the price of one watch. The latest example of this comes from two brands that, at least on the surface, could not be more different.
Worlds Collide
The two microbrands in question are Vario and RZE. Both brands are based in Singapore, but that’s really where their similarities end.
Vario specializes in vintage-inspired watches. And I mean really vintage-inspired. While a lot of brands draw inspiration from mid-century tool watches, Vario’s designs come from the first half of the twentieth century.
