SJX Watches
Editorial: Marco Lang on Being a (Newly) Independent Watchmaker
The label “independent watchmaking” does not come from watchmakers themselves. Rather, it is an attempt by collectors, and also journalists, to distinguish smaller watch manufacturers from larger luxury companies. The phrase usually refers to brands or makers that share certain qualities: being niche as opposed to mainstream; having highly creative products made in small quantities; often founded by watchmakers with high horological competence, who are also rather non-commercial, while possessing the idealistic philosophy of an artist. From this, the important question arises for the watch collector – are resulting timepieces fundamentally more valuable, particularly when compared to watches from big brands that are produced by the thousands and boosted by heavy marketing? That can only be answered by the collector. The watchmaker, on the other hand, has to balance the pros and cons of being an independent. Marco Lang in his workshop, located within his home. Photo – Marco Lang Going independent Starting up an independent watch brand is quite different from building a more conventional watch company. A watchmaker probably starts with a good idea and from that, builds a very unusual watch. He would like the world to know about his idea, so scrapes together all his savings – maybe even he savings of friends and family – and then exhibits his creation at a fair. The more business-minded watchmakers might think of market studies or analyse the competition. But some...
