In this engaging episode of A Matter of Time, the trio explore the dynamic and evolving landscape of the watch industry, focusing particularly on the contrast between big box brands and microbrands, and their respective advantages.

The discussion dives into what large, established brands can offer compared to the agility and innovation of smaller, independent watchmakers. The conversation touches on the price points, marketing approaches, customer engagement, emotional connection to watches, and the challenges and opportunities presented by disruptive newcomers such as Christopher Ward’s Loco model.

The hosts debate the value proposition of microbrands that deliver high horology features at more accessible prices versus the heritage, brand power, and emotional resonance of legacy brands like Tudor and Rolex or haute independents like MB&F.

The episode also highlights the importance of physical interaction with watches — holding and wearing them — as a critical factor in truly appreciating their value. It discusses how small brands build closer relationships with customers, often directly through social media or personal contact, compared to the more corporate, polished, but distant big brands.

The hosts share their personal preferences, wrist checks, and emotional attachments to various watches, illustrating that buying a watch is as much about emotion and story as it is about specifications and price.

The debate extends to the design language of new watches, with Ele, for example, craving originality and emotional impact rather than derivative designs.

The episode ends reflecting on the evolving retail environment, the comeback of British watchmaking, and how smaller brands can innovate faster while big brands move more slowly but with greater stability and legacy. The conversation closes with reflections on the emotional power of watches and the privilege of being able to explore a wide variety of timepieces as members of the watch media industry.