Affordable Independent Watch Brands

Entering the world of independent watchmaking is an exciting journey, but it often comes with a steep price tag. High-end craftsmanship, artisanal production, and exclusivity contribute to the five- or even six-figure costs of most independent timepieces.

But what if there was a way to experience the artistry of independent watches without breaking the bank?

Fortunately, in recent years, some of the top independent watchmakers have introduced secondary brands, accessible lines designed to offer the essence of their haute horology at a fraction of the price. These brands provide a gateway for new collectors and seasoned enthusiasts alike to own high-quality, distinctive timepieces from some of the industry's most respected names.

Here are five affordable independent watch brands that bring horological excellence to a broader audience:

1. Kurono Tokyo by Hajime Asaoka

Launched in 2019, Kurono Tokyo is a passion project by the legendary Japanese watchmaker Hajime Asaoka. Designed to deliver elegant design and meticulous finishing at an accessible price, Kurono Tokyo combines traditional craftsmanship with minimalist Japanese aesthetics.

The debut model, the Kurono Classic, featured 37mm cases in Midnight Blue and Eggshell White, limited to just 50 pieces each. Their success quickly cemented Kurono Tokyo as a serious player in the world of entry-level independent watches.

Newer models like the Jubilee Sensu EOL, priced at just US$2,230, continue to reflect Asaoka's design sensibilities while remaining within reach for most collectors.

2. M.A.D. Editions M.A.D. 1 by Max Büsser

Max Büsser of MB&F fame shook the industry in 2021 with the surprise launch of M.A.D. Editions, a brand aimed at making his signature creativity more accessible.

Initially released only to close friends and MB&F collectors, the M.A.D.1 quickly went viral. With its eye-catching design and kinetic aesthetic, the M.A.D. Editions watches offer a taste of Büsser's horological genius at a price point of around CHF 2,900.

The latest model, the M.A.D.2, is a collaboration with designer Eric Giroud and continues to blur the line between affordable avant-garde design and true independent watchmaking.

3. GRØNE Oldenzaal by Grönefeld Brothers

Renowned for their exquisite timepieces like the Remontoire 1941, the Grönefeld brothers, Bart and Tim, have recently launched GRØNE Oldenzaal, a new brand aimed at offering their design DNA at a more attainable price.

The debut model, Manueel One, is priced at just €2,150. It features the same visual cues and case styling seen in the Grönefeld mainline collections, including a beautifully crafted two-step dial and polished batons.

This launch in 2024 represents a bold move to bring traditional Dutch watchmaking craftsmanship to the mid-range watch collector.

4. S.U.F Helsinki by Stepan Sarpaneva

Founded in 2003, S.U.F Helsinki (SarpanevaUhrenFabrik) is the accessible sibling brand of Finnish watchmaker Stepan Sarpaneva. While Sarpaneva’s main collection is known for highly artistic and intricate designs, S.U.F focuses on everyday wearability with a distinct Nordic flair.

Their latest release, the Vetehinen dive watch with stone dials like aventurine and malachite, is a beautiful blend of practicality and artistry priced at a more digestible €5,700.

Collectors looking for a unique, conversation-starting timepiece rooted in independent design should not overlook S.U.F Helsinki.

5. Massena LAB x Raúl Pagès – Noctograph

Though Raúl Pagès doesn’t have an official secondary brand, his collaborations with Massena LAB, founded by industry insider William Massena, offer some of the most compelling alternatives.

Their latest project, the Noctograph, features the custom Calibre M660, developed by Pagès using the Valjoux 7750 as its base. With design cues drawn from the elusive RP2, this timepiece is priced at US$8,875, a fraction of Pagès’ typical creations.

It’s a limited-edition collaboration that embodies the spirit of accessible haute horlogerie, combining the pedigree of two respected names in one refined package.

Final Thoughts: The Rise of Accessible Independent Watches

For collectors seeking independent watch brands under $10,000, these secondary lines offer a rare opportunity. While they may not feature the same level of complexity or hand-finishing as their flagship counterparts, they provide a gateway into the world of artisanal horology without the five-figure investment.

These timepieces bring diversity, character, and genuine watchmaking stories to the table, making them ideal for both new and seasoned collectors who value uniqueness over mass production.

Discover Independent Watches at Wholesale Prices at Happy Jewelers

At Happy Jewelers, we believe that exceptional timepieces shouldn't be out of reach. That’s why we are proud to be a trusted source for independent watch collectors and enthusiasts looking for rare, limited, and high-quality watches at wholesale pricing.

Whether you're searching for a Kurono Tokyo, a M.A.D. Edition, or another rising star in the world of independent watchmaking, Happy Jewelers is your destination for curated, authentic, and competitively priced watches.

Explore our exclusive selection today and elevate your collection with independent timepieces that speak to true craftsmanship — all without paying a premium.