New watch brands

The watchmaking incubator


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November 2019

The watchmaking incubator

Kickstarter and other crowdfunding sites have provided unexpected new opportunities for watchmaking launches often on the basis of just a couple of simple 3D software programmes and a good sense of communication. As for ideas, there is no lack of those, as proven by the hundreds of brands, or trial brands, that are hatched every year. To find out the exact status of subscriptions to this watchmaking exchange, open 24x7, the best plan is to look directly at the sites devoted to the uberisation of horology.


he situation changes daily. And if you look closely enough, you can also see that projects which did not succeed in collecting the anticipated sum, or were just abandoned by their owners, are still in there. For some, it’s a paradise, for others a long purgatory, and for a great majority a fatal slide into the cemetery of stillborn ideas. There, watchmaking does or dies, publicly. But it also continuously reinvents itself, and the show goes on. Here are eight examples among the hundreds of ongoing projects.

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