How the guide is made
Criteria, sources, checking and technical measurements behind the definitive guide to microbrands. The numbers on this page are calculated from the database on every visit.
What gets into the guide
Independent brands that sell wristwatches under their own name. Shops, resellers and defunct brands are excluded. Each brand gets a profile: microbrand, independent haute horlogerie (average price from US$8,000) or heritage house (founded before 1950). There are 1,178 brands from 62 countries today.
Where the data comes from
- Each brand’s official website: current catalogue, specifications and list prices.
- Specialist press such as Hodinkee, Monochrome, Fratello, WatchesbySJX, aBlogtoWatch and Worn & Wound.
- Public microbrand directories, including Microbrand Atlas.
- Corrections sent by the brands themselves through “Is this your brand?”.
- Calibres: support from Carlos Ruiz (@calibre_independente), who researches and writes about movements, calibres and independent brands.
The price is the average list price on the brand’s website, converted at the Central Bank of Brazil PTAX selling rate of October 15, 2026. It excludes taxes, shipping and import costs, and it is not Coroa’s selling price.
How we check
1,125 of the 1,178 brands have been checked by hand on their official website (most recently on October 18, 2026). Each listing shows its check date or says it hasn’t been checked yet. A routine twice a week reviews prices, movements and new brands, starting with the most searched in the guide. Every change goes into the public corrections log, which has 1,983 entries today.
Data coverage
| Field | Brands with data | % |
|---|---|---|
| Country | 1,174 / 1,178 | 99% |
| City | 1,017 / 1,178 | 86% |
| Year founded | 1,033 / 1,178 | 88% |
| Movement type | 1,152 / 1,178 | 98% |
| Calibre family | 1,088 / 1,178 | 92% |
| Specific calibre | 1,031 / 1,178 | 88% |
| Case size | 1,105 / 1,178 | 94% |
| Style | 963 / 1,178 | 82% |
| Average list price | 1,125 / 1,178 | 96% |
When a field is missing, the listing says “not available”. When none of the guide’s six styles applies (14 brands, such as experimental haute horlogerie), it says so, and that counts as filled above.
Technical measurements
- Speed, measured with Google PageSpeed Insights on mobile on 16 October 2026: performance 98, accessibility 100, best practices 100, LCP 2.0 s and CLS 0.009.
- 9 languages (Portuguese, English, Spanish, French, Italian, German, Japanese, Chinese and Hindi), with reciprocal hreflang and x-default. The sitemaps list 217 guide pages and 7,056 brand listings.
- Schema.org structured data: Dataset, FAQPage, BreadcrumbList and Brand.
- Accessibility: axe audit with no serious issues, keyboard navigation, visible focus, and light and dark themes.
- Security: forms with a honeypot and a limit of 20 submissions per hour based on a code derived from the IP address, without storing the IP; uploaded photos are re-encoded, lose their metadata and are kept in a closed folder; comments are moderated.
- Privacy and measurement: the guide counts searches, filters and clicks in aggregate, with no cookie or identifier, and counts nothing when the browser sends Do Not Track or Global Privacy Control.
Editorial independence
- The guide is open to every independent brand that meets the criteria above; being listed does not depend on any business relationship with Coroa, and no brand pays to be listed, ranked higher or have its listing changed.
- Brands imported by Coroa, if any, come first in every order and always carry a seal, so this is visible. After that, each order follows a fixed rule: in “Featured”, complete listings before those under construction, mechanical microbrands before quartz-only brands and, last, very high-priced brands or those founded before 1960; within each group, more followers first. A–Z, price and founding year follow only their own criterion.
- Corrections sent by brands are checked on the official website before publishing, and each listing shows the official page consulted and the date it was checked.
Privacy at a glance
- Controller: Coroa Importação e Comércio de Relógios Ltda., CNPJ 69.408.666/0001-80. Contact for personal data: contato@coroawatches.com.
- “I want it in Brazil” and comments: email, name (optional), chosen brand and text, used to count interest per brand and, if you opt in, to send news. Legal basis: consent. Kept for up to 24 months or until you ask us to delete them.
- “Is this your brand?”: data and photos sent are used only to correct the listing and reply; photos are never published without the brand’s permission.
- Guide usage counts: aggregated per day, with no cookie, no IP and no identifier; nothing is counted when the browser sends Do Not Track or Global Privacy Control.
- The Meta pixel and Google Analytics load only after you accept the cookie notice; declining changes nothing in how the guide works.
- Nothing is sold or shared. You can ask for access, correction or deletion at any time (Brazilian LGPD, art. 18); we reply within two business days.
- Security: the guide is served over HTTPS only and with a Content Security Policy (CSP) that limits what the page can load to this site, Google Fonts and the measurement tools listed above.
Found an error?
Brands correct their own listing with “Is this your brand?”, and anyone can comment on each listing. Every accepted correction appears in the public log.