How many of you have had a dream tucked away but never quite found the courage to chase it? That was me until the COVID-19 pandemic turned the world upside down.
My name is Édouard Paris, and I’m the founder and designer of Manime Watches.
For the past four years, Manime has been a labor of love. I’m part of a wave of passionate entrepreneurs who decided to take a chance and start a watch brand. As you can imagine, running a company is a bumpy ride, full of ups and downs, and it often requires introspection to ensure we’re on the right path. After reflecting on the feedback we’ve received and our journey so far, I realized we could do better in setting ourselves apart from other microbrands. We could—and should—establish a distinct brand identity.
In the next four episodes, I’ll share my perspective on implenting that change, and you’ll have the opportunity to join me on this journey. Together, we’ll dive into the design process, explore the challenges, and celebrate the highs and lows. I’ll discuss things that brands rarely talk about - insights they usually keep behind closed doors. This is the behind-the-scenes of a microbrand.
Eventually, we’ll create a stronger brand identity for Manime and design a special edition watch to mark this new chapter.
But first, let me take you back to where it all began.
The story behind the story telling
I’ve always been passionate about watches, and ever since my studies, I’ve had a strong desire to start my own business. The idea of being my own boss—and being surrounded by watches—was the holy grail. In 2020, I decided to make that happen. Stuck in my apartment, I finally had the time and the resources to chase my dream. So, I turned off my PlayStation and embarked on this journey with no experience in design, marketing, or industry contacts. But, with willingness to learn and a lot of determination, I was ready for the adventure. I bought books about watches, scoured the internet to learn about design, and researched how to create a company, a brand, and a website.
Despite everyone around me saying that, given the state of the economy—especially in the watch industry—it would be difficult, I grabbed a piece of paper and started sketching watches. Between you and me, it was amateur hour—the drawings were bad, and I was even using PowerPoint—but the feeling was amazing. I still remember the emotions I felt when I received the first 2D drawing. All my life, I had been looking at watches designed by others, but this time, it was my own creation.
With that first design in hand, the next step was to define the brand concept.
As you may know, being a watch enthusiast isn’t very common. We’re a rare species, surrounded by people who look at us strangely when we do wrist roll videos, or who don’t understand why we spend so much money on watches. But it’s a passion, and we try to spread it to our friends. Some of them get interested and start following along.
So, I decided to create the brand around friendship. It might sound cheesy, but I wanted to make a quality watch for them—something different, because I had seen too many of my friends spend big money on watches with cheap quartz movement, plastic parts and bad finitions.
From that idea, I came up with a name (which didn’t go so well—we’ll talk about that later), and within two months, I started sourcing suppliers.
Finding the right supplier
With the idea of creating a watch with good materials and finishings, an automatic movement but yet affordable, I began searching for suppliers in China and Hong Kong. After countless hours spent on prospecting the market, I started to realize the excitement wasn’t mutual.
Some suppliers rejected my design requests, a few insisted on using only parts from their own catalogs, and others demanded excessive down payments. Communication was already challenging, but with borders closed due to COVID, it became even more difficult. After five months, I finally found a supplier who seemed professional, and we began prototype production. Everything was going smoothly—until I hit my first storm.
One day, the supplier proudly showed me other projects he was working on. To my horror, I discovered he was making fake Rolex and Tudor watches 'for firends.'
Even though he was making watches on the same theme as me – 'friendship' – I obviously stopped working with them, even though I had already received their prototypes (plot twist: they are awful). I was devastated by this event, all that work for nothing. I was back to square one, and considering going back to my work-PlayStation-Movie routine. Eventually, by chance, I connected with people in the industry who recommended an exceptional supplier. This supplier, who had started his own family business after years of working with European brands, became a fantastic partner. We shared the same understanding regarding quality. For example, for him, having a movement holder made of steel was the only option, even though this piece is not visible to customers. It’s one of those small details that demonstrates our shared commitment to quality and the extra care we put into this project. Once the borders reopened, I visited him, met his wife and daughter, and toured their factories.
Better Call Saul?
Now, about the name: finding the right name for a brand can be a real challenge. It’s meant to last, so it needs to be chosen carefully.
As I mentioned before, I had found a name that aligned perfectly with my idea of creating a brand for my friends. Everything was on track: the new model was ready, prototypes were in hand, marketing content was prepped, and reviews were lined up with YouTubers. After a year and a half, we were just two months away from launching our first model, ‘LA F.’
And then I received THE letter.
When creating a brand, it’s critical to check the intellectual property database as soon as you’ve chosen a name to make sure it’s available. Your first company spending should go toward trademarking it—either online or through a lawyer if you’re not confident doing it yourself.
Unfortunately, I didn’t follow this advice. I checked Instagram and Google, moved ahead with prototypes, and only applied for a trademark later. A few weeks after that, I received a very formal letter from lawyers representing a major clothing brand. They kindly requested that I cease all activities—or else… let's just say it felt like they were threatening to rain hellfire down on me and send my entire family to jail. They might not have used those exact words, but that’s definitely what I read between the lines.
After all that effort, with just two months before the launch, it felt like a gut punch. Still, I fought for my rights and eventually reached an agreement, but I had to change the name, which is now MANIME. Fortunately, the original name wasn’t on the watch dial—only on the back— the financial hit could have been much worse.
Tip: When you apply for IP registration, beware of scam letters asking for fees. Scammers often target new registrations by using your publicly listed address. Always verify payment requests!
A few years later, here we are in 2024. I have launched another model called “LA FIDÈLE” - praised by customer and reviewers. I am happy that I did not give up when I had the opportunity. I have made many great contacts within the community, had beers with microbrand owners, and openly exchanged ideas, connecting with truly passionate people.
As mentioned in the introduction, today, I am facing another challenge: our brand identity. Brand identity refers to the unique characteristics that influence a brand's perceived personality, appearance, and behavior. It is about the emotion that the brand delivers”. Think about the emotions Porsche or Omega evoke.
In the next episode, I'll discuss launching a model, where I stumbled during the first attempt but succeeded on the second.
Until then, have a great day !
Key take-aways
Here are a few lessons I’ve learned along the way that might help you if you’re thinking about starting your own watch brand:
- Trademark Your Name Early: One of the most important steps in building a brand is securing your trademark as soon as you choose a name. Don’t wait until you’ve designed your products or gone live—trademark issues can derail your launch if you’re not careful. Trust me, I learned this the hard way!
- Be Patient When Choosing Suppliers: Finding the right supplier takes time. Many may not share your passion or meet your standards, and some might even be involved in unethical practices. Stay persistent and don't compromise on quality. In my case, it took several months, but the right partnership was worth the wait.
- Perseverance is Key: Starting a brand comes with its fair share of setbacks, but perseverance is essential. Whether it’s dealing with legal challenges or supplier issues, staying committed to your vision is what will ultimately set you apart and lead to success.