5 Hidden Gem Watch Brands That Are About to Blow Up
For those who prefer not to follow the crowd.
The world of watches is deeper than the mainstream might suggest. While the usual names - Rolex, Omega, Cartier, have their place, there’s something quietly thrilling about wearing a watch that hasn’t yet hit the radar of everyone in your office, gym, or group chat.
Independent and lesser-known brands are doing fascinating things right now: reimagining classic designs, innovating with materials, and obsessing over the kinds of details that serious collectors notice immediately. The best part? Many of these pieces are still comfortably under £1,000.
Here are five emerging watch brands we’re watching closely, and a few thoughts on how to pair them with straps that bring out their best.
1. Baltic (France)
A young brand with an old soul. Baltic’s vintage-inspired designs, sector dials, step cases, and hand-wound movements, feel lifted from a 1940s Parisian watchmaker’s bench.
Why it’s worth knowing: Clean aesthetics, thoughtful proportions, and growing respect in collector circles.
Pair it with: A lightly brushed suede or smooth brown leather strap.
2. Lorier (USA)
Family-run and fiercely design-driven, Lorier builds mechanical watches that look like they belong in a 1960s adventure film. Think gilt dials, acrylic crystals, and brushed steel cases with no unnecessary flash.
Why it’s worth knowing: They’ve earned a loyal following without ever advertising, just good design and word of mouth.
Pair it with: A textured leather strap in tobacco or olive, to echo the watch’s rugged, vintage DNA.
3. Nivada Grenchen (Switzerland)
A revived brand from the golden age of tool watches, Nivada Grenchen now produces faithful reissues of its ’50s and ’60s models, complete with quirky dials, bold bezels, and plenty of charm.
Why it’s worth knowing: Serious vintage style with modern reliability. A rare combination.
Pair it with: A classic black or chestnut leather strap with subtle stitching, perfect for dressing up or down.
4. Serica (France)
Sharp, minimal, and refreshingly modern. Serica watches often blend field, diver, and dress elements into something entirely their own. There’s a quiet confidence in their simplicity.
Why it’s worth knowing: Distinctive design language and a cult following among design insiders.
Pair it with: A black leather strap or matte grey nubuck, to keep the silhouette clean and contemporary.
5. Studio Underd0g (UK)
Playful but well-built, this British microbrand has become known for its bold colours and unconventional chronographs (yes, including a watermelon dial). It’s horology with a wink.
Why it’s worth knowing: Made in the UK, worn by people who don’t take themselves too seriously, but still care deeply about craft.
Pair it with: A neutral suede or sand-coloured strap that lets the dial speak.
Why Straps Matter for Independent Watches
One of the joys of wearing a lesser-known brand is that you’re not boxed in by expectations. You can style it how you like, dress it up, lean into the vintage feel, or give it an unexpected twist.
Our MGB watch straps are designed with this exact kind of versatility in mind, whether you’re pairing them with a field watch from Brooklyn or a modernist piece from Paris.
Curious to explore? Browse our full strap collection — made to complement watches with a story to tell.