Micro-brands: Overfeeding The Crowds
This year there must have been a record, with so many micro watch brands launching crowd funding campaigns, the majority of them even for the very first time. Many of them even get successfully funded, but the question remains: when is the market saturated? On crowd funding websites like Kickstarter and Indiegogo, the majority of the watch brands that launch offer watches between US$100,- and US$600,-. When brands go higher, you really need to have something special to offer (and make some additional noise to get people on the platform that normally wouldn't shop there). When brands go lower, they often target the more fashionable consumers. Watch collectors and connoisseurs can only spend their money once, and that makes it continuously more difficult for new brands to have a successful…
