|Founder 👔||Michael Galarza|
|Headquarters 🏙️||New York City|
Area served 🗺️
|Products 🎛️ 🧴||Watches|
Number of employees
ERA Timepieces, or simply ERA, is an American luxury watch company specializing in complicated, high-end timepieces. ERA was founded in 2018 by Michael Galarza and is headquartered in New York City. The brand specializes in tourbillon watches, minute repeaters, wandering hours, and other high-end complications which are often associated with luxury Swiss watch brands. These unique complications are only made by a handful of watch artisans who are usually under Swiss control which thereby give the Swiss a monopoly of sorts on these high-end complications. Wielding monopolistic power, the Swiss typically inflate the cost of these unique watches to high five or six figure prices (USD). ERA's founder decided that he could produce a quality mid-range tourbillon and other high-end timepieces at a much lower cost, which he would then sell to the growing microbrand and direct-to-consumer market.
ERA Timepieces, a direct-to-consumer and microbrand company, was founded by Michael Galarza in 2018. During this time an "explosion of different micro-brands for gadgets, apparel, cosmetics, furniture and food" was particularly visible on Instagram and Facebook. Riding the wave of this "profound shift in the consumer-goods sector", Galarza started ERA "to bring down the cost of haute complications and features that you would only see in absurdly expensive timepieces and make them more fairly priced in an industry rife with price gouging."
Although "the microbrand scene sought to undercut the traditional retail watch sales environment", Galarza particularly sought to expose the Swiss monopoly on tourbillons and other high-end complications. In September 2018, ERA launched their first watch line on the Kickstarter crowd funding site and raised $2,000,000 USD in a couple of months.
The ERA Prometheus was ERA's first watch line which launched on September 2018. Leo David from The Coolector calls the watch a groundbreaking timepiece as it allows consumers to buy a high-end caliber tourbillon at an accessible price.
ERA's next three watch models will be launching in Spring 2019. One of the models will have a rare complication that has never been assembled in conjunction with a tourbillon. Another one of the variants will be a Swiss movement dive watch with that rare complication. ERA will also be making a smaller sized, classic, simpler tourbillon dress watch both for both men and women.
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- "ERA Timepieces". Crunchbase. Retrieved 13 February 2019.
- "ERA Prometheus Tourbillon Watch". The Coolector | Online Men's Lifestyle Magazine | Design, Gear & Fashion. January 28, 2019. Retrieved 13 February 2019.
- Kaminsky (January 23, 2019). "Era Timepieces Prometheus Tourbillon (Review) + interview with founder". KaminskyBlog. Retrieved 13 February 2019.
- Mims, Christopher (October 4, 2018). "Why You're Buying Products From Companies You've Never Heard Of". The Wall Street Journal. ISSN 0099-9660. Retrieved 13 February 2019.
- "The growth of microbrands threatens consumer-goods giants". The Economist. November 8, 2018. ISSN 0013-0613. Retrieved 13 February 2019.
- Boriosi, Marc S. (January 23, 2019). "ERA Timepieces: Looking Like A Million Bucks Is Now Easy & Affordable!". THE LEVITY BALL. Retrieved 13 February 2019.
- Stacey, James (August 30, 2018). "What's Behind the Huge Groundswell of Small, Independent Watch Brands?". Bloomberg.
- Belsky, Scott (March 30, 2018). "Attack of the Micro Brands". Positive Slope. Retrieved 13 February 2019.
- "The ERA Prometheus". eratimepieces.com. Retrieved 13 February 2019.
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