As the saying goes, “Time and tide wait for no man.” Perhaps this is why Australian Andrew McUtchen is in such a hurry to spread the word about what he calls watch “microbrands.” These are the product of young watchmakers who have developed small runs of interesting and innovative watches and are challenging the hegemony of the traditional Swiss horology titans.
Typical is Studio Underd0g, a British outfit founded in 2020 with the aim of making quirky, colorful timepieces. Its Watermel0n chronograph is a striking creation, with a dial that replicates the look of the fruit. Then there was the Time+Tide x Studio Underd0g collaboration, a now-discontinued limited-edition Pizza Watch (hand-delivered in a pizza box), which has to be among the most collectible pieces from McUtchen’s stable.
A former watch editor for Australian GQ, he explains his philosophy: “After magazine journalism, I started the Time+Tide website to talk watches to the enthusiast community, but in an Aussie way, down to earth and approachable.” One regular feature was Micro Mondays: “We’d look at the new kids on the block, making often more reasonably priced watches that were super interesting. It proved really popular, and we even helped crowdfund some of the firms.”
‘I like the idea that people have to seek us out; we’re a little bit of an enthusiast secret handshake’
This gave rise to the idea of opening a physical space where you could come and see these underrepresented designs. McUtchen conceived this as a type of studio where people can hang out. Not so much a store as a club. The first Time+Tide Discovery Studio opened in Melbourne in 2023 and was followed the year after by a sister in London. Now these are being joined by one on Broome Street in SoHo, New York.
Like the Australian and British versions, the US space is on the second floor, so is something of a hidden venue. “I like the idea that people have to seek us out; we’re a little bit of an enthusiast secret handshake,” says McUtchen. Here, you can see pieces from around 30 microbrands, including Geneva’s Furlan Marri, which the proprietor describes as delivering “amazing quality, with a mid-century look.” He particularly recommends the Time+Tide x Furlan Marri Outback Elegy as a combination of Australian soul with Swiss precision.
Not all the watches here are the result of collaborations between McUtchen’s studio and the watchmakers he stocks, but the fact that he creates these limited editions is a key part of his special offer. Take the Time+Tide x Dennison DateNight timepiece: “It features Australian mother-of-pearl marquetry on the dial that is really eye-catching and unusual, and is sure to be a fun talking point,” he says.
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