Written by Connie Etemadi
In today’s market, waitlists and FOMO are common experiences for watch enthusiasts. Scarcity and hype often dictate which watches collectors can access, leaving many feeling left out. But independent watchmakers are now offering a new way forward. For those seeking authenticity and connection, these watchmakers are reshaping the conversation around watch collecting beyond the hype.
No longer are collectors limited to the mainstream narrative. Now, there are opportunities to engage directly with creators and join a community that values genuine passion, thoughtful design, and long-term relationships.
Ed Tourtellotte: From Tech Entrepreneur to Watchmaking Storyteller
Ed Tourtellotte, Founder & CEO of Stollenwurm, is emblematic of this shift. A former technology entrepreneur, Ed found a new calling in independent watchmaking. “I wish I had done it 20 years ago. It’s the best thing I’ve ever done, and I want to do it forever.” Stollenwurm’s mythic themes and intricate artisanal dials, crafted in platinum and tantalum, offer collectors something distinct from traditional brands.The launch of Stollenwurm at Geneva Watch Days 2025 almost didn’t happen; suppliers postponed their summer breaks to deliver on time, showing the sense of community within independent watchmaking. “The whole company stayed open... so it’s been magic.”
Andrea Casalegno: Championing Substance and Sound Watch Investment Advice
For Andrea Casalegno, founder of IAMCASA, watch collecting post-FOMO means looking past hype and status. As a watch content creator and consultant, Andrea uses YouTube and Instagram to connect collectors and highlight genuine watchmaking. “For many, it was about money or status, not the craft itself. That’s a shame,” Andrea says. Audience fatigue and unpredictable markets have become familiar challenges. His advice: “Give yourself four years before doing anything. Try to buy watches you really like, in the best condition, for the best price. Not everything is an investment, and the experience is worth it.”Alex Goetschi and Rodolfo F. Bianchet: Innovation and Global Reach
Alex Goetschi, founder of Manteio, draws on his engineering background and interest in Greek mythology to create timepieces that combine story and mechanical ingenuity. As Alex notes: “Demand is very high in the independent niche.” His approach reflects the appeal of small-batch, narrative-driven watches in a market dominated by scarcity.Meanwhile, Rodolfo F. Bianchet created a brand focused on carbon and titanium tourbillons, emphasizing performance and design within a defined price range. With 25 points of sale worldwide, Bianchet’s growth shows the global appeal of independent watchmakers.
Why Independent Watchmakers Matter Now
For collectors frustrated by waitlists, marketing games, and post-FOMO disillusionment, independent watchmakers offer craft, community, and access. As Octavian I., collector and tech CEO, puts it: “Independent watchmakers listen directly to the market and to collectors.” In a changing industry, independents provide conversation and creativity that resonate in watch collecting beyond the hype. More than just brands, these makers carry forward horological tradition and innovation, building connections with buyers that last beyond the initial purchase.If you are seeking a new chapter in collecting, explore independent watchmakers and meet the community at the next Geneva Watch Days in 2026. For those considering the future of their collections, independents show why craft, creativity, and connection matter in ways that mass luxury cannot.
