Beyond Online: Microbrand Watch Showrooms
Buying a watch online is easier than ever, but sometimes you want to do more than look at a few photos on a screen. You want to see the dial in natural light, feel the case on your wrist, try different sizes, and see how the bracelet or strap actually wears before making a purchase.
For microbrand and independent watch brands, that experience can be harder to find. Many operate primarily online, without the traditional network of authorized retailers or physical stores you would expect from larger watch companies. But a growing number are changing that by opening their own watch showrooms, boutiques, studios, and physical retail spaces around the world.
These spaces offer something that online shopping simply can't: the chance to see and try on microbrand watches in person, speak directly with the people behind the brand, compare different models and sizes, and get a better sense of the watches before buying
From microbrand watch showrooms in North America and Europe to independent watch boutiques in Asia and beyond, here are the brands that have created a physical space where watch enthusiasts can discover, try on, and buy their watches in person.
01.
Serica - Paris, France.
Founded in Paris in 2019, Serica is an independent French watch brand known for its understated design, vintage military influences, and robust mechanical watches. Its collections combine functional tool-watch aesthetics with refined proportions and Swiss-made, COSC-certified chronometer movements. The brand has its own boutique in Paris, France, where visitors can discover the collections, try on watches in person, and purchase directly from Serica.
02.
Kuoe - Kyoto & Tokyo, Japan.
Founded in Kyoto in 2020, Kuoe draws inspiration from vintage watches of the 1940s to 1970s, combining classic designs, compact proportions, and Japanese craftsmanship. Kuoe has boutiques in Kyoto and Tokyo, where visitors can discover the collections and try on watches in person.
03.
Venezianico - San Donà di Piave, Italy.
Founded in 2017 by brothers Alberto and Alessandro Morelli, Venezianico is an independent Italian watch brand inspired by Venice’s history, architecture, and artistic heritage. Its collections combine Italian design with distinctive details and mechanical movements.In 2024, the brand opened its Atelier in San Donà di Piave, Italy, a dedicated space where visitors can discover the collections, try on watches, and experience the brand in person.
04.
Baltic - Paris, France; London, UK; New York City, USA.
Founded in France in 2016 by Étienne Malec, Baltic is an independent watch brand known for its vintage-inspired mechanical watches, combining classic designs, balanced proportions, and textured dials with modern watchmaking. Baltic opened its first showroom in Paris in 2021, followed by locations in London in 2023 and New York City in 2024. Visitors can explore the collections, try on watches in person, and meet the team by appointment.
05.
Héron - Montréal, Canada.
Founded in Montréal in 2021, Héron is an independent Canadian watch brand that combines neo-vintage design with modern watchmaking. Its collections draw inspiration from 20th-century design, featuring distinctive dials, hardened steel cases, and mechanical movements. Héron Watches Inc.Héron welcomes visitors to its Montréal showroom by appointment, where they can meet the team, explore the collections, and try on watches in person
06.
Christopher Ward - Maidenhead, London & Liverpool, UK; Frisco, New York, Chicago & North Virginia, USA.
Founded in 2004, Christopher Ward is a British watch brand known for combining English design with Swiss watchmaking expertise. Originally an online-only brand, it offers mechanical watches with distinctive designs and strong value for money. The brand has showrooms in Maidenhead, London, and Liverpool in the UK, as well as Frisco, New York, Chicago, and Falls Church in the USA. Visitors can explore the collections and try on watches in person, with appointments available at select locations.
07.
Studio Underd0gs - Maidenhead, UK.
Founded in 2021 by Richard Benc, Studio Underd0g is a British independent watch brand known for playful designs, bold colours, and unconventional dial combinations. Its watches combine creative aesthetics with mechanical watchmaking, including colourful chronographs and collaborations. In 2026, the brand opened The D0ghouse in Maidenhead, a watchmaking workshop and showroom where visitors can explore the collections, try on watches, and even assemble a watch alongside a watchmaker by appointment.
08.
Unimatic - Milan, Italy.
Founded in Milan in 2015 by industrial designers Giovanni Moro and Simone Nunziato, Unimatic is an Italian independent watch brand known for minimalist, functional designs, clean dials, and robust tool watches. Its collections combine contemporary industrial design with practical features and limited production runs.In 2023, Unimatic opened its flagship store in Milan, where visitors can explore the collections, try on watches in person, and discover exclusive editions.
09.
Oak & Oscar - Chicago, USA.
Founded in Chicago in 2015 by Chase Fancher, Oak & Oscar is an independent American watch brand known for thoughtfully designed mechanical watches inspired by adventure and everyday wear. Its collections combine distinctive dial details, practical complications, and Swiss watchmaking with an American design identity. The brand welcomes visitors to its Chicago headquarters by appointment, where they can explore the collections, try on watches, and meet the team in person.
10.
Vario - Singapore, Singapore.
Founded in Singapore in 2016,Vario is an independent watch brand known for vintage-inspired designs, including trench watches, field watches, and Art Deco timepieces. Its collections combine historical influences with modern practicality and accessible pricing. Vario welcomes visitors to its Singapore studio by appointment, where they can discover the collections and try on watches in person.
11.
Farer - London & Ascot (Berkshire), UK.
Founded in 2015, Farer is an independent British watch brand known for colourful dials, vintage-inspired designs, and Swiss-made mechanical watches. Its collections combine British design with a spirit of adventure, spanning dive watches, GMTs, chronographs, and pilot watches.Farer welcomes visitors by appointment at its London studio and showroom in Ascot, Berkshire, where they can explore the collections and try on watches in person before purchasing.
12.
Beaucroft - Cambridge, UK.
Founded in Cambridge in 2020, Beaucroft is an independent British watch brand known for combining classic watch design with modern details, colourful dials, and mechanical movements. Its watches are designed and hand-assembled in Great Britain. Beaucroft welcomes visitors to its Cambridge showroom and creative studio by appointment, where they can explore the collections, try on watches, and meet the team behind the brand.
13.
Jack Mason - Dallas, USA.
Founded in Dallas in 2015, Jack Mason is an American watch brand inspired by classic aviation, diving, field, and nautical watches. Its collections combine functional designs, modern details, and a distinctly Texan identity. The brand has a showroom in Dallas, Texas, where visitors can explore the collections, try on watches, and receive a one-on-one shopping experience by appointment.
14.
Formex - Biel/Bienne, Switzerland.
Founded in Switzerland in 1999, Formex is an independent watch brand known for robust mechanical watches, precision engineering, and innovative comfort features, including its patented case suspension system. The brand’s headquarters, manufacture, and showroom are located in Biel/Bienne, where visitors can try on the full collection and meet the team. Visits are available by appointment.
15.
Mr Jones Watches - London, UK.
Founded in London in 2007, Mr Jones Watches is a British independent watch brand known for artistic, playful designs that turn timekeeping into wearable art. The brand collaborates with artists and illustrators to create distinctive watches featuring unconventional time displays and colourful dials. In 2022, Mr Jones Watches opened its flagship store in London’s Seven Dials district, where visitors can explore the collections, try on watches, and discover exclusive designs and one-off pieces.
16.
Vaer - Los Angeles (Venice), USA.
Founded in 2016, VAER is an American watch brand known for durable, versatile watches inspired by outdoor adventures and everyday use. Its collections include dive, field, and sport watches, combining practical designs with quartz and automatic movements. Vaer has a showroom in Venice, Los Angeles, where visitors can explore the collections and try on watches in person.
17.
Maen - Stockholm, Sweden.
Founded in 2017, Maen is an independent watch brand with Swedish roots, known for blending Scandinavian minimalism with vintage-inspired designs. Its collections feature refined proportions, distinctive dials, and mechanical movements, including the popular Manhattan and Brooklyn models. Based in Stockholm, Maen offers visitors the opportunity to discover its collections and try on watches in person at its showroom.
18.
Kurono Tokyo - Tokyo, Japan; Shanghai, China.
Founded in 2019 by independent watchmaker Hajime Asaoka, Kurono Tokyo is a Japanese watch brand known for elegant, Art Deco-inspired designs, richly coloured dials, and traditional Japanese craftsmanship. Its watches offer an accessible entry into Asaoka’s distinctive design world.Kurono Tokyo has a boutique in Tokyo, where visitors can discover its collections in person. The brand has also had a presence in Shanghai, China, through a dedicated retail space.
19.
anOrdain - Glasgow, UK.
Founded in Glasgow in 2015, anOrdain is a Scottish independent watch brand best known for its handcrafted enamel dials. Combining traditional enamelling techniques with contemporary design, the brand creates distinctive mechanical watches made in small batches. Visitors can explore anOrdain’s collections at its Glasgow studio and showroom, where they can see the enamel dials up close and try on watches in person. Visits are available by appointment.
20.
Fears - Bristol, UK.
Founded in Bristol in 1846, Fears is a historic British watch brand revived in 2016 by Nicholas Bowman-Scargill, a descendant of its original founder. The brand combines classic British design with contemporary watchmaking, creating elegant watches inspired by its heritage. Fears opened its own boutique in Clifton, Bristol, in 2024, where visitors can explore the collections, try on watches, and discover exclusive boutique editions in person.
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