Three Brands Challenging the Watch Industry
The excitement of discovering a hidden gem or a lesser-known brand is a distinct pleasure for watch enthusiasts. While the big names of the industry continue to dominate (and their price increases show no sign of abating), it's often the smaller, independent shops that offer the most interesting innovations for the wrist. Here are three of our favorites that set themselves apart with their own blend of beautiful design, precise craftsmanship, and value for money.
HTD Watch Instruments: Rare Air
With a design philosophy rooted in precision engineering combined with modern styling and classic touches, Italy’s HTD Watch Instruments produces limited-run model lines that have drawn inspiration from, among other things, the sporting traditions of car racing, tennis, and open water diving. This translates to watches with clear, legible dials, meticulously finished cases, and a confident definition of their own style.
HTD produces its watches in limited quantities, typically taking orders for a set amount of time and then ending the production run before moving on to an entirely new model line. In an unusual but very welcome move for the brand, the very first (and arguably most popular) Hesagraph model, nicknamed “the Cannoli”, was re-released in 2025, a full five years after its initial production run. The original version with its gorgeous off-white dial is accompanied by a solid black dial version (known as “Variante B”) to create a duo that has watch enthusiasts falling over themselves to get before they’e gone.
Read more about HTD Watch Instruments here: https://www.htdwatchinstruments.com/
Kuoe Watches: Vintage Charm and Modern Precision
Kuoe Watches, founded in Kyoto, Japan, seamlessly blends vintage charm with modern craftsmanship. Their timepieces are reminiscent of classic mid-20th Century watches, with subtle design touches that pay homage to iconic models of the past. Kuoe infuses these designs with a distinct style, characterized by minimalism, precision, and a respect for heritage.
Kuoe’s case sizes are firmly rooted in vintage watchmaking, too, ranging from 34mm up to 38mm, a marked difference from industry trends of recent years that have seen brands release models that wear very large on the wrist. Watches with cases 45mm and larger have been common from many brands over the last decade or so, but those sizes often limit wearability to casual or informal settings. It is hard, for example, to wear such a large watch with a suit or tuxedo, whereas Kuoe’s range of timepieces can be worn in any setting.
Kuoe prioritizes quality components and combines reliable Japanese movements with beautifully finished cases in a variety of materials. Attention to detail is everything and it comes out in the subtle curves of the cases, sharp lines of the straps, and refined dial designs.
Read more about Kuoe Watches here: https://www.kuoe-en.com/
MD Watch Studio: Contemporary Design and Independent Spirit
Ireland’s MD Watch Studio embodies innovation. Their timepieces are a testament to the brand's independent spirit, reflecting a willingness to challenge conventions and push the boundaries of traditional watch design. In doing so, they produce some of the most beautiful and visually arresting watches available today.
However, these ambitious designs do not mean that the wearer has to sacrifice quality and reliability. Using Swiss movements and premium materials, MD Watch Studio ensures that their watches are both aesthetically pleasing and technically sound. The value proposition is excellent, too, offering a combination of style and craftsmanship that exceeds expectations at the price point. The brand offers a compelling alternative to mainstream luxury marques and delivers a refreshing perspective on horological design.
Read more about Martin Design Watches here: https://www.martindesignwatches.com/
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Important note: Amevida has not been compensated by any organizations mentioned in this post.
This post is for informational purposes only and does not constitute an endorsement or recommendation of any product or service mentioned herein.