Hey everyone,
I run a small watch brand called [Nautage], and I just wanted to share a bit of what life actually looks like behind the scenes. It's not a polished story, just the reality many of us don’t really talk about.

When people see a new watch release, a couple of photos, or a bit of buzz, it can look like things are rolling smoothly. But the truth is… running a microbrand is a strange mix of excitement and pure chaos.

I don’t take a salary - everything I earn goes right back into the brand. Manufacturing, parts, QC, shipping, packaging, photography, delays, mistakes… The list is endless. Every time I think, “Okay, now everything is under control,” something else pops up.

And advertising? OMG...
Honestly, it’s almost impossible. Ads are expensive, and big brands drown out the small ones. So you end up trying to grow in all the ways that don’t cost money - talking to customers, answering questions, posting into the void, hoping the algorithm throws you a crumb of attention.

The hardest part is simply getting seen.
You can have a good watch, a solid design, fair pricing and still feel invisible. Some days it feels like shouting into an empty space.
Other days someone sends a photo of their watch or writes a short message saying they’re happy with it… and suddenly the whole struggle feels worth it.

I’m not complaining - if anything, I’m proud of building this from nothing, even if it’s messy. I just think more people would appreciate microbrands if they knew how much heart (and personal savings) go into them.

So if you support a small brand - mine or anyone else’s - thank you. You’re supporting actual people trying their best, not a big company with a marketing department the size of a football team.

And to the other microbrand folks out there: keep going.
Even on the days when it feels like nobody sees your work, someone does. And it makes a difference.