r/MicrobrandWatches

Hey again! So my last post about the Lug2Lug visual search feature got a lot of positive feedback, so I figured I’d make a dedicated post about the app as well (link in the comments).

I am kind of a perfectionist in the sense that I don’t like to buy something unless I can convince myself it's the best option for me, and to make that assertion, I need to know what else is out there. I’m sure you know firsthand how difficult it is to actually discover microbrands if you’re not really in the know. 

So I built Lug2Lug to help me, and I hope it can help you too. 

A few things it does: it learns the kinds of watches you like, so your recommendations improve the more you use it. For any watch, you can pull up its alternatives, similar picks that are the same for everyone, objective and based on the watch itself. And it looks at your taste against what you actually own to find the gaps. Say you save some GMTs but don’t have one, it’ll notice. It made me realize that I should probably look for a rectangular dress watch next, which is true.

The app is definitely not perfect, but it has come a long way, and I’m proud to have made something I think is genuinely useful, and I hope you do too.

Some notable features:

• Customizable recommendation algorithm
• Frictionless collection tracking and sharing
• Snap a photo to identify a watch (the upcoming release drastically improves this as well)
• Community consensus (AI compiles a consensus from several sources and threads from around the web about a watch's pros and cons). All sources cited and clickable
• Community features, like posting wrist shots, publishing comparisons to ask the community, and discussion posts.

Which brands am I missing, and which features can be improved? 

Right now it’s available on the iOS App Store (link in the comments), but also let me know if any of you would be interested in an Android app.

UPDATE:
First off, thank you all so much for your feedback. It's been a ride building Lug2Lug, and it's great to see that so many of you find it useful. I will add as many of the things you've suggested as I can.

It's also very clear to me that a ton of you want an Android app, so I'll begin working on that immediately.

Finally, it looks like Apple approved the latest release! Try out adding your collection by just snapping a photo of your watches. It isn't perfect, but it's definitely improved compared to the previous versions. Once again, you can find the link in the comments :)

Refresher, since it's been a few weeks: I run chronoscout.co, a database tracking ~13,000 watches across 325 indie and microbrands. Availability, prices, restock signups, continuously. Every quarter the data gets a report. Q2 is in, and this one includes us taking back one of our own findings from last quarter.

Brands moved on the GMT front.
Releases doubled (30 → 62), from twice as many brands. Demand's response: it didn't blink. The sold-out rate still sits at 38.2%, five points clear of the catalog average, despite double the supply. The Traska Venturer GMTs top the most-tracked list for the second consecutive quarter, all three still "coming soon." At this point that's not a product page, it's a waiting room.

Prices are barbelling, not rising.
"Average release price up 34%" sounds dramatic until you learn the median moved $699 → $745. There is a $51k release doing a cannonball into the pool, but even without it the average climbs double digits. The actual story is the mix: the $500-749 bracket collapsed from 37% of releases to 24%, with brands sprinting to $1,500+ and sub-$500 at the same time. Buyers did not follow. Sub-$750 still holds the highest sold-out rates and $500-999 holds 53% of restock signups. Brands are vacating the exact price range you're all camped in.

Releases sell out faster now.
24.2% of Q2 releases gone within 60 days, vs 18.6% in Q1. That counts only releases with a full 60 days on the market before our cutoff, so no credit for just being recent.

And the retraction: we killed our own under-supply story.
Last quarter we flagged 200-299m WR, 16mm+ cases and bronze as criminally under-supplied. High sold-out rates, barely any new releases, looked airtight. Then we pulled the piles apart. They're full of drop-model brands (Zelos has 96% of their entire catalog marked sold out, which isn't scarcity, it's the business model working as intended) and discontinued stock that was never coming back. Filter those out and every "under-supplied" bracket lands boringly close to the catalog average. Before anyone asks: yes, we ran everything above through the same filter. It all survives. GMT even keeps its premium (33.4% against a filtered catalog average of 29.4%).

Usual caveat: we don't see production volumes, so a 10-unit run and a 1,000-unit run both count as one sell-out.

Full report with all the tables, the methodology and the brackets that didn't make the cut here: https://chronoscout.co/en/blog/microbrand-watch-market-report-q2-2026-gmt-supply-responds-prices-barbell-sell-through-accelerates/F06d7kgiQ4qk8Km82pIDCw/

Happy to answer questions and get into the methodology in the comments.

Cheers,
Michel

Hello! I’ve started work on the dial design for my first watch. The idea is a representation of the intricate tiles and flowers that are seen everywhere here in Taiwan.

I was hoping to get some feedback on the general design.

Some things to note. The dial engraving will be done at 50% strength as I want it to be subtle. With a fume finish. A teal inner color going to a dark blue / green outer.

It has an orange minute track. No rehaut / chapter ring.

Looking forward to hearing from all of you!

Also please ignore the branding placement above the 6:00 and under the 12:00 and 2:00. I’m still testing things out there and trying to figure out whether I want to break symmetry or not. Especially since I’m already breaking symmetry with the 10:00 indice being a Super luminova button rather than a baton like the other indices.

A nice blue drive

Hi everyone,

An enthusiast recently reached out wanting to improve his rendering skills, so we collaborated on some new concepts for my microbrand, MilionWatches. I thought you would appreciate these.

Note: These are based on an earlier version of the case; since then, the lugs have been changed to a flatter, more refined design. Also, please keep in mind that these renderings are conceptual, finishes and dial colours are still being explored.

/Mike, MilionWatches

Traska Seafarer on its metal while I kayaked for a day. It did get soaked and it survived and I’d not hesitate to wear it in the water again.

CW Clipper has the correct color palate for today.

Absolutely love what Serica is doing

I added the blue strap a little while back and inadvertently created a Independence Day banger!

I still have a lot to learn, but thanks to the advice from this subreddit my watch shots have improved tremendously. I got myself a cheapo light box, some diffusion fabric, a cell phone tripod, and the open camera app. Now I just need to learn what I'm doing!

Hey guys! After I made this post, I looked heavily into micro brands, and I’m sold! I get it now! But I ran across another major problem.

Every watch I find that is not only stunning and within a decent price range is sold out, never to be released again.

And on top of that, going onto r/watchexchange comes up with either nothing or all of the watches sold months to years ago. For example, the ikigai Kame 200m in “Horizon blue”— What a gorgeous watch! I finally understand what makes a micro so great!

But it’s gone forever. I’ll never be able to buy one new even if I could afford it. And second hand buying options are limited at best.

I hope one day a watch will release and I’ll be on the forefront of the hype train, and I’ll have the ability to put my money where my heart lies, and put up a post on this sub with a pic of a new micro. But until then, a man can dream.

—Thank you all for helping me on this journey!

Happy fourth!

Hi y'all. The wheels are in motion with the firefly watch I posted here a few weeks ago.

We settled lume. You guys provided a ton of helpful feedback.

As we get into the thick of it, it looks like the moonphase is out... so we're shifting to a standard seconds hand...

Now, that of course could be a bummer BUT I had this final idea before my own hands are officially off the wheel and the artist gets started... a little firefly on the second hand buzzing around the scene...

This is obviously an AI render, but I gave it to the watchmaker and she said it can be done, she was just "apprehensive that it might take away from the dial." Also it costs a bit more than I expected (she'll need to make a special mould).

So what do you all think? $300 for something like this? It'll likely be a little less chunky so it doesn't stress the movement but the vibe will be this.

This will be my final update on the project until I get the watch back in September 🪰💡

Visited Time+Tide NYC today on what felt like the hottest day of the year, and honestly, it was a great experience.

They have a really strong selection of microbrands and independents in person, including Christopher Ward, Nodus, Beaufort, Farer, and a bunch more. It’s one thing to look at these watches online, but being able to handle them side by side makes a huge difference. I’ve mostly stopped blindly purchasing watches online and opted to be sure I can see and try a watch before buying it.

I ended up picking up a Farer Stanhope III and the exclusive NYC Bark & Jack / Time+Tide three-piece NATO strap set to be used on some of my other pieces.

Big shoutout to Meighan, who helped us out. She was super knowledgeable, genuinely into watches, and not pushy at all. She even asked to try on the Echo/Neutra Averau I was wearing, which immediately made it feel more like talking watches with another enthusiast than just being sold something.

Also worth mentioning: I had my family with me, and the staff were great with them too. It was brutally hot outside and they brought everyone cold bottles of water, which was a small thing but really appreciated.

If you’re into microbrands or independent watchmaking and you’re in NYC, Time+Tide is absolutely worth checking out.