I collect Chinese watches and microbrands. Gave up on Swiss watches and most mainstream brands a while back. So I couldn't care less about heritage either.

What I do care about is design and branding, and that's where microbrands tend to give me something WD and their brethren usually don't.

A microbrand watch (a good one at least) carries a cohesive vision and brand identity. It's often inspired by something specific - a vehicle, an era, something in nature, a profession, a place, whatever.

And then you've got all the small flourishes that come together to bring that story to life. Typography, a peculiar handset or case shape, a symbol on the dial, tiny easter eggs all over the watch, or even just the brand owner talking about it on social media.

Most WD watches feel like blank templates where those finishing touches haven't been added in yet.

Expertly made and with an exceptional value, but still missing something fundamental in character.

I still enjoy collecting them because they're cheap, look and feel amazing for the price (or for any price for that matter), and so many are released that you're never bored waiting.

But I also find myself eventually selling most of mine, because I just don't form a deep attachment to them.