Independent Watch Brands Are Thriving, But Supply is Tight

2024 wasn’t exactly smooth sailing for the biggest names in Swiss watchmaking. As buyers focused on the usual giants like Rolex, Cartier, Audemars Piguet, and Patek Philippe, many other luxury brands experienced sharp double-digit sales declines. The industry is clearly shifting.

But while the mainstream market cooled off from its post-pandemic peak, independent watchmakers seemed to weather the storm better than most. These are the makers who operate far from the massive factories and corporate boardrooms of the big brands, from small kitchen-table startups to revered Swiss independents producing six-figure masterpieces.

According to the Independent Watchmaking Report 2025, created by British watch journalist Chris Hall through his newsletter The Fourth Wheel, there’s plenty for indie watchmakers to be optimistic about.

Two-thirds of the independents surveyed said their sales were up in 2024, and a striking 90% expect even better results in 2025. Even more telling, nearly 40% said they couldn’t make enough watches to meet demand.

Hall’s report draws insights from 81 independent brands spanning across 14 countries, nearly half of them based in Switzerland. While three-quarters of them produce fewer than 1,000 watches annually, many have already built strong reputations and loyal collector bases. These aren’t just upstart brands, but also the companies that helped define the indie scene in the 1990s and 2000s.

“A lot of them have already proven their staying power,” Hall says. And even the newer names are often passion-driven, full-time operations for their founders.

Why Independents Are Holding Strong

One of the key reasons independent brands are holding their ground in a slowing market is agility. These watchmakers are lean, creative, and direct. With lower overhead and close relationships with both collectors and watch media, they are able to move faster, innovate more freely, and engage audiences more personally than larger groups can.

Interestingly, media coverage was rated slightly more important than social media for driving attention to their work, showing that storytelling, heritage, and authenticity still carry serious weight in the world of horology.

But that doesn’t mean it’s all smooth sailing. Indie brands aren’t immune to industry-wide challenges like supply chain delays, rising component costs, or a shrinking pool of skilled watchmakers. According to the survey:

• 33% said they struggle to source the right components
• 28% are having trouble finding skilled labor
• 38% cited rising overhead costs as a growing concern

Hall explains that many suppliers are struggling because their primary clients, the big players, have slowed production. That creates a ripple effect for the independents, who use many of the same suppliers.

So even though demand is strong, production remains a major hurdle.

Where to Find Independent Watches When Supply is Low

With many indie brands producing fewer than 1,000 pieces a year and some struggling to meet growing demand, getting your hands on these watches isn’t always easy. Long waitlists, limited stock, and boutique-only releases have made the hunt more competitive than ever.

That’s where Happy Jewelers truly stands out.

In a market where availability is tight, Happy Jewelers offers an impressive selection of independent watches, including rare models from some of the most sought-after microbrands and legendary indie creators. They’re known for their wholesale pricing and exceptional customer service, giving collectors a unique opportunity to access hard-to-find timepieces without the usual wait or premium markup.

Whether you’re buying your first indie watch or expanding an already curated collection, Happy Jewelers remains one of the few places where rare inventory and unmatched value come together in perfect time.