If you walk into a mall in India, you see the same names everywhere: Tissot, Longines, Rado, Omega.
These are fantastic brands. But here is the secret the big luxury groups don’t want you to know: You are paying a “Brand Tax.” A huge chunk of that price tag goes into celebrity ambassadors, Formula 1 sponsorships, and shiny boutiques.
Enter the world of Swiss Microbrands.
These are small, independent companies that sell directly to you (no middlemen). They use the same Swiss movements, the same sapphire crystals, and often better finishing than the big guys—for half the price.
Here are 5 rising Swiss microbrands you need to know in 2025.
1. Christopher Ward (The King of Value)
Origin: UK Design / Swiss Made
Price Range: ₹90,000 – ₹1,50,000
Technically British, but every single watch is “Swiss Made” in Biel/Bienne. Christopher Ward has single-handedly forced big Swiss brands to step up their game.
- The Killer Model: C60 Trident Pro 300.
- Why it wins: It’s a professional diver with 300m water resistance, a ceramic bezel, and a “Light-Catcher” case that rivals Omega in finishing. Plus, their bracelet clasp has a tool-free micro-adjustment system that puts Rolex to shame.
2. Formex (The Engineering Geeks)
Origin: Biel/Bienne, Switzerland
Price Range: ₹1,20,000 – ₹1,80,000
Formex used to make cases for big luxury brands before they started their own line. They are obsessed with comfort and engineering.
- The Killer Model: Formex Essence 39.
- Why it wins: It features a patented “Case Suspension System.” The watch head actually moves on springs to absorb shock and flex with your wrist. It is hands-down the most comfortable steel sports watch on the market. It is also COSC-certified (chronometer accuracy) for under ₹1.5 Lakh.
3. Monta (The “Baby Rolex”)
Origin: St. Louis, USA / Swiss Made
Price Range: ₹1,50,000 – ₹2,00,000
Often called the “Rolex of Microbrands.” Monta doesn’t make thousands of models; they make a few, and they make them perfectly. Their finishing is often compared to the Tudor Black Bay.
- The Killer Model: Monta Noble.
- Why it wins: The bracelet. It is widely considered one of the best metal bracelets under ₹5 Lakh. It feels like silk on the wrist. If you want understated luxury without the flash, this is it.
4. Squale (The Historic Diver)
Origin: Neuchâtel, Switzerland
Price Range: ₹70,000 – ₹1,00,000
Squale isn’t technically a “new” microbrand—they have been making dive watch cases since the 1950s (even making cases for Blancpain!). But today, they operate like a microbrand, offering incredible heritage for a fair price.
- The Killer Model: Squale 1521 (50 Atmos).
- Why it wins: Genuine history. The “Von Buren” case shape is iconic. You get a Swiss automatic diver with 500m water resistance for under ₹90,000. It screams “I know watches.”
5. Farer (The Color Masters)
Origin: UK Design / Swiss Made
Price Range: ₹80,000 – ₹1,30,000
Bored of black and blue dials? Farer is the antidote. They mix colors—copper, teal, mint green—in ways that shouldn’t work but look incredible.
- The Killer Model: Farer Resolute.
- Why it wins: Unmatched personality. Inside is a top-grade La Joux-Perret G101 movement with a 68-hour power reserve. It’s a field watch that looks like it came from a Wes Anderson movie.
The Verdict: Should You Buy One?
Yes, if: You care more about specs, finishing, and value than having a famous logo on your wrist. Buying a Christopher Ward or Formex is a “nod” to other watch nerds.
No, if: You want brand recognition. If you wear a Formex to a wedding in Delhi, nobody will know what it is. If you wear a Longines or Rado, everyone will.
Our Pick: Start with Christopher Ward. They offer a “60|60” guarantee (60 days to return, 60 months movement warranty), making them the safest bet for your first microbrand experience.
Ready to explore more?
- Back to the Classics:The Ultimate Guide to Buying Your First Swiss Automatic Watch (Under $1,000)
- Value Comparison: Tissot PRX Review: Is It Still the Value King?
