Fighting for innovation: the problem Independent brands face

Independent brands.

I’ve had discussions about this topic many times in the watch community and my opinion is constantly evolving.

I started my thoughts with question marks, trying to understand how two different segments of the same market could interact with each other, and, how they actually react to opposite segment.

I never read, or at least as long I can remember, an article written by a founder/owner of an independent brand speaking about this specific topic.

This article is far from being a conclusion about this topic, instead I’m writing this as a current state of my opinion.

"focus their attention on product quality instead of the regular absurd amount of attention given to releasing new models..."

Independent brands have different objectives than the regular and bigger brands. These types of brands need to build awareness, trust, consolidation and finally conversion on the moment of buying their products. I actually think that nowadays IBs (let's shorten the word Independent Brands) focus their attention on product quality instead of the regular absurd amount of attention given to releasing new models and creating digital content that sometimes doesn’t match the reality.

They focus on what they sell and providing a top quality product so a great user experience can follow.

Of course we’re still talking about a niche segment, with a steady growth regarding community interest.

A tourbillon with justified presence

In my case, I would rather buy the new DWISS R1 SWISS TOURBILLION instead of a Hublot. Why?

First of all, quality matters. A lot actually.

Innovation is part of the success of IBs, because they fight to acquire new ways of producing, new ways to innovate and without a doubt, most of the IBs provide this level of quality services.

I’m going to be honest, I’m a fan of DWISS. It’s a brand that relates to me, not only in terms of design, but I see the brand founder as a person to look up to and I certainly understand the brand DNA and message.

I wouldn't call the following affirmation as a problem but instead I would call it an essential bonus. This essential “bonus” is that since IBs have small teams they can convey their love for the brand much more easily. The community and target audience can almost feel their commitment to quality, the love they have for their pieces and passion for their brand.

The amount of work, per individual, that is present in most IBs teams is mind-blowing and the amount of effort you need to expend on managing team members is certainly bigger in many instances.

I know multiple blog owners, founders and influencers. I’m lucky to call them friends in most cases. One thing I know that is missing in the relationship between IBs and blogs is that IBs need to at least dedicate some time to explaining the brand or even showing the product personally to blog owners.

Arrange a meeting, write a personalized e-mail, send a letter (yes, letters are still used and most times they transmit a curated professional image while being personal) or maybe gathering some bloggers and influencers on the same day of a watchmaking event.

I’m organizing an event with this same objective in London.

Okay, back to DWISS.

A quality focused objective

DWISS already has, in their portfolio, an extremely successful crowdfunding campaign for the DWISS M2. They won several design prizes in top positions and most times on first place! And this time I had the pleasant surprise of discovering their new crowdfunding campaign, with an even prettier watch that exhibits even more innovation.

What surprised me was the design and their new complication, the tourbillon.

It’s truly amazing how they combined an avant garde design with a complication that most times ruins this type of design.

It felt like a true surprise.

An avant garde design where the tourbillon actually looks good and feels like it was made to belong on that dial.

Let’s be honest, we all love tourbillons, but sometimes it’s way too much in some dials…

The R1 models with tourbillon will be produced in limited editions. Only 10 pieces will be produced, while the other automatic models (non-tourbillon) will also be limited to a production of just 199 pieces.

A great initiative by DWISS since limited editions ensure even better quality and product craftsmanship. It gives buyers exclusivity and a timepiece well known for the iconic design.

Conclusion:

DWISS is with certainty a great example of what IBs accomplish when facing the problems that regular brands don’t have.

Want to know even more about this amazing crowdfunding campaign? Just click here!

Hope you enjoyed reading the article!

My sincere best regards to all,

Diogo

#dwiss #independent #design