Microbrand Farer Watches release Amazing Behind the Scenes Video

For those curious as to how Farer watches are assembled, they have just this week released a short Reel on their Instagram channel that is truly fascinating. You can watch the full screen video on the Farer YouTube channel filmed behind the scenes from their factory exemplifying their true craftsmanship and how one of their Foxe World Timers is assembled. The video gives you some unique insights on the layers of the watch, and how it's constructed.

I wanted to dig a little deeper into Farer as I have not heard too much about them. They're made in Switzerland and designed in the UK. Their website boasts over 40 different models across more than a dozen collections. These watches come in a myriad of colours and sizes, from sporty dive watches to colourful chronographs to sleek dress pieces.

The movement isn’t just swiss, the whole watch is. They are made white label by Roventa Henex. They make this very clear in all their literature and even on the caseback: “British design x swiss made.” The transparency is admirable and they are a leader amongst microbrands in mvt.

I recently watched a great review on Watch Crunch where the host Max called the watch,

"[...] like a polished pebble on the wrist." 

He goes on to say that Microbrands fall in to two categories. One that either rip off other designs, or they look good but fall short on build quality. The channel held a Microbrand Watch contest on their channel, 36 watches were pitted against each other and Farer came out on top. 

Why so popular? 

The marketing and imagery around the brand is truly aspirational. Their videos look like a brochure for the city they're filming in, sweeping drone shots replete with heroic scenery. They want the people that wear their watches to be elevated. The design language around each timepiece has some terrific details. 

The Farer applied logo on the dial looks like a simply faceted arrowhead but it’s also engraved in bronze on the crown. The slopes on the case is almost Rolex oyster like as it tapers organically into sharp lugs at both ends. 

The strap is thick chunky full grain leather and gives it a retro like quality. Although not stuffy retro. There are pops of colour on the sub-dial second hand that keep it interesting but not too showy. On the other side you can see the movement, and according to reports it has a tactile feel and is a pleasure to wind. 

What makes a Microbrand a Microbrand?

There are varying definitions online but for me this one on WatchYouSeek sums it up best:

I'd say that the difference is that microbrands rarely have their own production. Assembly, perhaps, but not manufacturing. Independents usually design and produce their own watches. They are easier to define by what they are not: established, high volume brands in traditional places with distribution networks, authorized dealers, service centers, and traditional marketing.

Summary 

From the outside looking in, having not tried on a Farer Watch in the wild, I can tell you my interest is really piqued. I love the look, the story and feel like it can be a very versatile casual watch. You can read more about them on their about us page If anyone from Farer marketing is reading this and would like to extend a sample loan I'd love to try one out in person. Contact me on my Instagram thanks.