The Micro Collector

Inside DuFrane: A Watch Brand Built Around Craftsmanship and Connection | Steven Lee

In this episode of The Micro Collector, I’m joined by Steven Lee, Founder of DuFrane Watches — an Austin-based independent watch brand known for its thoughtful designs, small-batch production, and hands-on approach to watchmaking. We discuss Steven’s unconventional journey from pilot and software sales into watchmaking, how trips through Europe studying independent brands inspired him to start DuFrane, and why he still designs, assembles, tests, and services every watch himself alongside his son. We also dive into: - The story behind the Bergstrom and other DuFrane models - Building a watch brand rooted in Austin culture and history - Marketing and growing a microbrand organically - The philosophy behind staying intentionally small - DuFrane’s unique appointment-only showroom experience - Upcoming releases and future plans for the brand Chapters 00:00 Introduction to Steven Lee and DuFrane Watches 03:59 The Journey from Passion to Brand Creation 06:44 The First Watch: Bergstrom and Its Significance 09:43 Marketing Strategies and Building an Audience 12:47 The Collection: Overview of DuFrane Watches 15:27 The Unique Showroom Experience 18:30 Growth and Maintaining Quality 21:08 Future Plans and Upcoming Releases Learn More About DuFrane Watches Website: https://www.dufranewatches.com/ [https://www.dufranewatches.com/] Instagram: https://www.instagram.com/dufrane_watches/ [https://www.instagram.com/dufrane_watches/] YouTube: https://www.youtube.com/channel/UCv91OqHxcQe-eG_xXqVBRNA [https://www.youtube.com/channel/UCv91OqHxcQe-eG_xXqVBRNA] TikTok: https://www.tiktok.com/@dufrane.watches [https://www.tiktok.com/@dufrane.watches] Facebook: https://www.facebook.com/dufranewatches [https://www.facebook.com/dufranewatches] DuFrane on Teddy Baldassarre with Kevin O'Leary: https://youtu.be/E2xQbL0Ahl0?si=cfzm6_QI_tWunfVK [https://youtu.be/E2xQbL0Ahl0?si=cfzm6_QI_tWunfVK] Subscribe for more conversations with the founders and operators behind some of the most exciting microbrand and independent watch companies. #DuFrane #MicrobrandWatches #WatchCollector #IndependentWatchmaking #TheMicroCollector

How Tessé Watches Is Bringing 1970s Watchmaking Into the Modern Era | Thomas Brissiaud

In this episode of The Micro Collector, I sit down with Thomas Brissiaud, Founder of Tessé Watches, to discuss his journey from chef to watch founder, his fascination with 1970s watchmaking, and how Tessé has developed one of the most distinctive design languages in the microbrand space. We also dive into Swiss manufacturing, the challenges of achieving high-end finishing as a microbrand, and what’s next for the brand. Chapters: 00:00 Introduction to Thomas and Tessé Watches 01:28 Thomas's Journey from Chef to Watchmaker 05:02 Inspiration Behind the Michel GMT 09:47 Exploring the Tessé Collections 21:03 Design Language and Brand Evolution 25:58 Utilizing Kickstarter for Brand Visibility Learn more about Tessé Watches: Website: https://tesse-watches.com/ [https://tesse-watches.com/]Instagram: https://www.instagram.com/tesse.watches/ [https://www.instagram.com/tesse.watches/]Facebook: https://www.facebook.com/profile.php?id=100064090002561 [https://www.facebook.com/profile.php?id=100064090002561] Subscribe for more conversations with the founders and operators behind some of the most exciting microbrand and independent watch companies. #tessewatches #microbrandwatches #watchpodcast #watchcollector #watches

The Story of Brew: The “Silent Success” Behind a Top Microbrand

Jonathan Ferrer, founder of Brew Watches, joins The Micro Collector to share the full story behind one of the most recognizable microbrand watch companies today. What started as a creative experiment—designing a watch inspired by café culture—has grown into a globally recognized brand with a distinct design language and a deeply engaged community. In this conversation, we explore Jonathan’s journey from industrial design and early experience at Movado to building Brew into a standout name in the microbrand space. We discuss the origins of the brand, the breakthrough moment with the Brew Metric, and his approach to designing watches that feel both nostalgic and new. We also dive into the realities of scaling a microbrand, the tradeoffs that come with growth, why Brew avoided the traditional department store path , and what’s next as the brand looks to build deeper relationships with its community. For more conversations like this with founders in the microbrand and independent watch space, subscribe to The Micro Collector. Chapters 00:00 Introduction 03:02 Jonathan Ferrer's Background and Early Influences 06:11 The Birth of Brew Watch Company 08:57 Design Philosophy and Early Models 11:57 The Brew Metric: A Turning Point 14:50 Building a Recognizable Design Language 17:51 Growth and Challenges in the Microbrand Space 21:02 Maintaining Brand Identity While Scaling 23:55 Future Directions for Brew Watches Learn More About Brew Website: https://www.brew-watches.com/ [https://www.brew-watches.com/] Instagram: https://www.instagram.com/brewwatches/ [https://www.instagram.com/brewwatches/] TikTok: https://www.tiktok.com/@brewwatches [https://www.tiktok.com/@brewwatches] Facebook: https://www.facebook.com/BrewWatches/ [https://www.facebook.com/BrewWatches/] X: https://x.com/BrewWatchCo [https://x.com/BrewWatchCo] Pinterest: https://www.pinterest.com/BrewWatches/ [https://www.pinterest.com/BrewWatches/] YouTube: https://www.youtube.com/@brewwatchco [https://www.youtube.com/@brewwatchco] #microbrand #watches #watchcollector #watchcommunity #entrepreneur #founderstory #design #brewwatches

How Formex Builds Some of the Most Innovative Watches Today | Markus Wälchli

If you’ve been following the microbrand and independent watch space, you’ve likely come across Formex. From their signature case suspension system to their on-the-fly micro-adjust clasps and innovative use of materials, Formex has built a reputation for pushing the boundaries of watchmaking—while staying accessible. In this episode of The Micro Collector, I sit down with Markus Wälchli (Brand Director & Co-Owner) to explore what makes Formex different—from their approach to innovation and product development to their direct-to-consumer strategy, engineering philosophy, and the realities of scaling a modern independent watch brand. One of the most interesting takeaways: Formex doesn’t just design in isolation—they build with feedback from their customers, feeding real-world input directly back into the factory. Chapters 00:00 Introduction to Formex 01:50 The History and Evolution of Formex 05:16 Innovation at the Core of Formex 09:04 Marketing Strategies and Direct-to-Consumer Approach 13:32 Unique Features and Comfort Innovations 19:45 The Product Development Process 24:12 Testing Watches in Extreme Conditions 27:45 Challenges and Growth of Formex 30:14 Future Goals and Brand Vision 34:36 Where to Find Formex Watches Learn More About Formex Website: https://formexwatch.com/ [https://formexwatch.com/] Instagram: https://www.instagram.com/formexwatch/ [https://www.instagram.com/formexwatch/] Facebook: https://www.facebook.com/formexwatch/ [https://www.facebook.com/formexwatch/] YouTube: https://www.youtube.com/@Formexwatch [https://www.youtube.com/@Formexwatch] Formex Watch Club: https://www.facebook.com/groups/formexwatch/ [https://www.facebook.com/groups/formexwatch/] Shows and Events: https://formexwatch.com/pages/watch-shows-events/ [https://formexwatch.com/pages/watch-shows-events/] #formex #microbrandwatches #watchcollector #horology #watchcommunity #independentwatchmaking #swisswatches

From Submarines to Microbrand Watches: The Story Behind JWalker | Ryan Walker

What does it take to go from watch enthusiast to microbrand founder? In this episode of The Micro Collector, I sit down with Ryan Walker, founder of JWalker—a brand inspired by naval history, Art Deco design, and a deeply personal connection to his father, whose name the brand carries. While researching naval history, Ryan came across a gold Waltham watch tied to the only enlisted submariner to receive the Medal of Honor. That discovery led him down a path that ultimately shaped the identity of JWalker. We also get into his design philosophy behind The New Deco, his decision to go quartz over automatic, and how his engineering and project management background influences how he builds. We also cover: - The moment he gave the first watch to his father - Why documenting the journey matters in the microbrand space - The philosophy behind “The struggle itself is enough” If you're into microbrands, design-driven watches, or thinking about starting your own brand—this one’s for you. Chapters: 00:00 Introduction to Ryan and JWalker 03:04 The Journey from Enthusiast to Founder 05:55 Historical Influences in Watch Design 08:39 Engineering Background and Product Development 11:15 Design Choices and Aesthetic Inspirations 14:20 Movement Selection: Quartz vs. Automatic 19:53 Personal Connections and Family Legacy 25:35 Philosophical Reflections on the Journey 28:24 Documenting the Journey and Community Engagement Learn more about JWalker: Website: https://jwalkerwatch.com/ [https://jwalkerwatch.com/] Instagram: https://www.instagram.com/jwalkerwatches/ [https://www.instagram.com/jwalkerwatches/] Facebook: https://www.facebook.com/profile.php?id=61582344700874 [https://www.facebook.com/profile.php?id=61582344700874] Ryan’s book: https://www.amazon.com/Silent-Services-First-Hero-Submariner/dp/1036100413 [https://www.amazon.com/Silent-Services-First-Hero-Submariner/dp/1036100413] LinkedIn: https://www.linkedin.com/in/ryan-c-walker-698aaa93/ [https://www.linkedin.com/in/ryan-c-walker-698aaa93/] #MicrobrandWatches #WatchCollector #WatchEnthusiast #JWalker #WatchPodcast #QuartzVsAutomatic #WatchDesign #Horology #IndependentWatchmaking #TheMicroCollector #ArtDeco