Microbrands In HiFi

Earlier today (Thursday, a couple of weeks back, actually), I was having a natter with Guillaume from Boyer, the very sponsor of this very weekly column, and he made an observation that got me thinking. He mentioned that his Instagram feed was awatch (pardon the pun) with posts from microbrand watch companies, and that many of them seemed to be doing rather well. For those not in the know, a microbrand is usually a small, independent company producing watches in limited quantities, often focusing on quality, design, and value rather than mass production or big marketing budgets. These brands tend to sell directly to the consumer, keeping costs down and offering enthusiasts something unique and often more personal than the mainstream brands. 

And a microbrand doesn’t necessarily mean a cheap brand, mind. Many of these watch companies command eye-watering prices because of the craftsmanship, attention to detail, and sheer artistry that goes into their work. They’re often rare too; sometimes only a handful of pieces are made, and that exclusivity adds to the desirability factor. Rarity doesn’t quite carry the same weight in HiFi, perhaps because components aren’t collected in quite the same way as watches, but the idea of craftsmanship and individuality most certainly does.

Guillaume then wondered aloud if this is a direction the HiFi industry might increasingly take. After all, we at HiFi PiG have been supporting smaller manufacturers from day one, and many of them share the same characteristics as these microbrand watchmakers. They’re often one or two-person outfits, designing and assembling products by hand (or close to it), producing gear that can stand toe-to-toe with the big names in terms of performance. They sell direct to the public, cutting out middlemen, and they pour their passion into every bit of the manufacturing process. It’s an appealing idea, a world where skilled craftspeople can bring their creations straight to enthusiasts without the layers of corporate gloss and associated pricing.

There’s something wonderfully democratic about it. Smaller companies can innovate freely, unhindered by committees and shareholders, and customers can enjoy a direct connection to the maker. There’s often a feeling of being part of a community, of supporting the underdog (there’s actually a watch micro brand called Studio Underdog), and of owning something genuinely special and different. For many buyers, that relationship with the maker is part of the appeal. When you email the company, you might be talking to the person who designed and built your amplifier or turntable. That’s rare these days, and it adds to the pride of ownership.

But, as Guillaume hinted, there are potential pitfalls too. Resale value is an obvious one. Just as a Rolex/Omega/Patek will almost always hold its value better than a microbrand with a generic movement, a large, established HiFi brand will likely be easier to sell on later. There’s comfort in the familiar name, both psychologically and financially. When you buy something from a smaller, lesser-known maker, you’re taking a bit of a leap of faith, and while that can be part of the fun, it can also make second-hand buyers cautious.

Then there’s longevity and support. The smaller the operation, the more vulnerable it is to the realities of business and life. If a company is essentially one person in a workshop, what happens if that person moves on, retires, or simply can’t keep up with demand? Getting repairs or parts years down the line might be tricky. Larger brands can absorb those shocks; microbrands, not so much.

Marketing is another factor. The big names can spend eye-watering sums ensuring their presence at shows, in magazines, and on social media. The microbrands rely instead on word of mouth, online forums, and sites like ours to get noticed. That means discovering them often requires more effort from the consumer, and for every hidden gem, there’s likely a few that don’t quite live up to expectations.

But here’s the thing: despite those potential downsides, I think this model has real potential in the HiFi world. We’ve already seen small, boutique manufacturers thrive by doing things their own way; building gear that connects with enthusiasts on a personal level. The rise of online communities and direct-to-consumer sales platforms has made it easier than ever for these small makers to reach an audience, and for buyers to take a chance on something unique.

Perhaps most importantly, microbrands, whether in watches or HiFi, bring a sense of soul back into an increasingly homogenised marketplace. They remind us that passion and craftsmanship still matter, and that not everything needs to be mass-produced or focus-grouped to death. They often innovate in ways the big brands can’t or won’t, and they keep the spirit of experimentation alive.

So yes, there are risks. You might not get the resale value of a big name or the same long-term support. But you might just end up with something very rewarding, a piece of equipment that feels personal, built by someone who truly cares about and is hands-on in what they’re making.

In the end, perhaps it’s not about choosing between one or the other. There’s room for both the big brands and the micro-makers in our world. One offers security and consistency; the other offers excitement and individuality. Much like in the world of watches, there’s no right or wrong choice,  just what brings you the most satisfaction when you sit down, press play, and lose yourself in the music.

And maybe the HiFi microbrand movement will be the next big thing, quietly ticking away, one handmade masterpiece at a time.

We’ll see how this develops, I’m sure. 

Stuart Smith

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