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Gen Z creators have embraced Swiss timepieces and traditional brands are struggling to keep up

Though they may be little, these independent watchmakers are plugging gaps in the market and building a reputation

Dezeen has teamed up with watch brand Eone to offer its readers the chance to get an early-bird discount on the brand's latest model.

Share this article Microbrands have grown out of the huge watch boom of the past decade, a symptom of market repositioning that has seen many established brands desert the entry-level entirely, with most running scared from the value offered by the Apple Watch. But Microbrands wouldn’t exist without the even more obvious growth of Instagram, which has proved a much more cost-effective alternative to expensive marketing departments, enabling new brands to spread word of their concept directly ...