The future of watches belongs to independent creators. Long live the indies.
Summary
The article, based on an interview at Geneva Watch Days 2025 with Olivier Romang (Head of Product at ADM Watch), outlines the recent renaissance of independent watchmakers. Romang discusses two revival brands under ADM Watch: Depancel, a French-made, motor-racing-inspired brand positioned between EUR 500–2,500; and Amida, a Swiss relaunch of a 1925 marque famous for its 1976 Digitrain casquette watch that combines a mechanical movement with patented display solutions and remains priced under EUR 5,000.
Romang explains his 25-year industry background (Cartier, TAG Heuer, then indies), the group’s aim to rebuild classic names with modern manufacturing and community-led drops, and why indies are vital to keeping mechanical watchmaking accessible, innovative and culturally relevant despite declining unit volumes over recent decades.
Key Points
- Independent watchmakers are experiencing a renaissance, showcased at Geneva Watch Days 2025.
- Olivier Romang (ADM Watch) helps revive and run niche brands Depancel (French, racing heritage, affordable mechanicals) and Amida (Swiss relaunch with the historic Digitrain design).
- Depancel targets accessible, high-quality watches (EUR 500–2,500) and aims to become a reference in French horology.
- Amida revives a unique 1970s mechanical casquette with patented jumping-hour and optical sideways-number display; relaunch pricing remains under EUR 5,000.
- Indies focus on storytelling, limited drops, collaborations and community-building rather than scale; they keep mechanical watchmaking inventive and reachable.
- The industry needs both large maisons and small independents to sustain suppliers, artisans and the cultural relevance of mechanical watches.
Context and relevance
This piece sits at the intersection of luxury craft, brand revival and niche marketing. It reflects broader trends: collectors valuing provenance and story, younger buyers seeking distinctive (rather than purely status) objects, and small brands using limited drops and collaborations to build communities. For anyone tracking horology, luxury goods strategy or heritage-brand relaunches, the article shows how indies are influencing pricing, design experimentation and distribution models in a market where overall unit sales have fallen.
Author take (punchy)
Francesco Pagano gives a crisp insider view: indies aren’t hobbyists — they’re the creative oxygen the watch world needs. If you care about craftsmanship, design risk-taking and keeping mechanical watchmaking alive and affordable, this matters.
Why should I read this?
Quick version: if you like proper watches that tell stories (not just logos), this is worth two minutes. The article explains why small, revived brands are making clever, well-priced mechanicals and building real fan communities — so you can spot the interesting releases before everyone else does.
