Chrono24 Launches Dedicated Independent Watch Brand Hub
The marketplace now features a curated area for five independent watchmakers to showcase their new timepieces to collectors.
Updated on Oct. 30, 2026 in Local Shops
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Chrono24 has introduced a new Independent Brands area on its platform to help buyers discover smaller watchmakers. This initiative features five independent brands including Fears, Airain, MAEN, DWISS, and Rönkkö.
Why it matters
Independent watch brands were previously difficult for buyers to locate on the massive online marketplace. This new section creates a dedicated space for these makers to gain visibility and reach potential collectors more effectively.
Chrono24 has added five independent watch brands to its platform, with each manufacturer receiving dedicated home page space for one week.
The players
Chrono24
This global online marketplace specializes in the sale of new and pre-owned luxury watches from dealers and private sellers worldwide.
Fears
This is an independent watch brand now being featured through the new dedicated marketplace initiative.
Airain
This is an independent watchmaker currently highlighted in the new Chrono24 section.
MAEN
This independent brand is one of the five manufacturers featured in the new site area.
DWISS
This independent watch brand is participating in the launch of the new digital hub.
The details
The five featured brands are Fears, Airain, MAEN, DWISS, and Rönkkö. Each brand now has its own dedicated online space on the Chrono24 website, which users can access through a new drop-down menu.
Timeline
October 30, 2026: The initiative officially launches on the Chrono24 platform.
Culture Shift
This move reflects the growing shift toward direct-to-consumer digital hubs for luxury independent watchmakers, which bypasses traditional retail gatekeepers. It marks a departure from the historical reliance on brick-and-mortar storefronts to achieve brand awareness among collectors.
Collectors can now browse specific independent makers directly through a new drop-down menu on the site, saving time previously spent searching through broad listings. This change simplifies the shopping experience by highlighting new releases from smaller, specialized watch brands.
The takeaway
Collectors interested in boutique horology should use the new menu to track rotating featured brands each week. Monitoring this section allows shoppers to identify new independent releases that may have previously been hidden by larger search results.
Further reading
Explore more about curated marketplaces in our Local Shops section.
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Do you trust online marketplaces to fairly promote and represent small, independent luxury brands?
