In “The MBWW Spotlight,” we feature in-depth interviews with independent designers,
watchmakers, and brand owners, delving into their journeys, passions, and visions.
Today, we had the pleasure of speaking with José Miranda, the founder of Isotope Watches.
José shared the inspiration behind his brand—a journey that began with a simple question from his wife and business partner, Joana, which led him from being a watch enthusiast to a dedicated watchmaker.
He discussed his passion for sustainability and ethical production, as well as the unique challenges of running a microbrand.
Our conversation also touched on the story behind the Isotope Mercury Revolution’s Mirror Dial, which involved overcoming seemingly insurmountable obstacles to create a world-first: a watch with a flawless convex mirror dial. José further emphasized the importance of craftsmanship, quality control, and his brand’s commitment to innovation in both design and materials.
We explored how Isotope Watches stands out in a crowded market by pushing the boundaries of traditional watchmaking, and how the brand stays connected with its customer community through personal interactions at watch fairs and thoughtful engagement on social media.
José offered valuable advice for aspiring microbrand owners, urging them to be creative, find a niche, and set trends rather than follow them. He also shared some of his personal interests, including architecture, science fiction, and cinema, which inspire the distinctive designs of Isotope timepieces.
Now let’s dive into the interview!
Hi Jose, What inspired you to start your micro brand, and how has your journey been so far?
The inspiration to start our brand came when I was trying to buy an expensive Jumping Hour, one of my favorite complications. My wife and business partner, Joana, asked me, “Instead of buying it, why don’t you make your own?” This question set me on a two-year journey to understand watchmaking beyond just collecting. What started as a one-off project quickly evolved into an amazing and creative company.
Our journey has been incredibly rewarding so far, and we’re excited about the future. The next few years will certainly allow us to grow even more and begin investing in movement innovation, extending beyond just innovative modules.
Can you share a unique story behind one of your watch designs?
The story of the Isotope Mercury Revolution, particularly its Mirror Dial, began with an intriguing concept from Wei Koh, the founder of Revolution Watch. A few years ago, I engaged in a video call with Wei to explore a potential collaboration. During this call, I presented the Isotope Mercury concept, showcasing its distinctive cushion case shape and Leaf Hands. Wei expressed admiration for these features and remarked, “If you create a mirror dial for that watch, we can launch it together.” Given Wei Koh’s iconic status, I readily agreed to the proposal. However, challenges surfaced after the agreement was made. Crafting a flawless convex mirror dial had never been attempted in watchmaking, and despite consulting numerous dial makers, the unanimous response was, “It can’t be done.” Undeterred by these discouraging words, I, unfamiliar with the phrase “it can’t be done,” began providing detailed instructions to my engineers, proposing imaginative solutions, and experimenting with innovative polishing techniques. Six months later, a prototype emerged, nearly perfect in its execution. After a few additional months of refinement, the flawless dial was achieved, and a prototype was sent to Wei Koh of Revolution Watch. This marked a breakthrough, as it represented the first-ever watch with a convex mirror dial.
How do you ensure quality and craftsmanship in your watches?
We ensure quality and craftsmanship in our watches by working with the best professionals in the market and using premium suppliers. Every single watch is meticulously controlled before shipping. While our watches are Swiss made, which is a hallmark of quality, that alone doesn’t guarantee perfection. We triple-check everything, and many watches are sent back to our watchmakers to change parts or to reassemble them if necessary. This rigorous process ensures that each watch meets our high standards before it reaches our customers.
What materials and technologies set your watches apart from others in the industry?
While we use many of the same technologies and materials as others in the industry, what truly sets our watches apart is how we use and combine them. It’s not just about the materials and technologies themselves, but about the creative ways we apply and adapt them. For instance, we focus on making slight but significant improvements and adaptations to movements. These refinements can make a big difference, allowing us to create watches that are both original and distinct. By carefully integrating these elements and pushing the boundaries of traditional design, we ensure that our timepieces stand out in a crowded market.
How do you approach sustainability and ethical production in your brand?
At our brand, we’re deeply committed to sustainability and ethical production. We believe that every step in our process should reflect these values. We start by carefully choosing our suppliers to ensure they follow ethical practices. We prioritize materials that have a minimal environmental impact. This helps us reduce our footprint while maintaining the quality of our products. Reducing waste is also a key focus for us. We make the most out of our materials, recycle scraps, and use efficient production methods. This way, we keep our environmental footprint as small as possible. Quality over quantity is a principle we stand by. We design our timepieces to be durable and long-lasting, encouraging our customers to invest in watches that won’t need frequent replacement. This approach promotes a more sustainable way of consuming and helps reduce waste. Ethical labour practices are crucial to us. We work with manufacturers who treat their workers fairly, ensuring safe working conditions and fair compensation. Everyone involved in creating our watches deserves respect and fair treatment. When it comes to packaging, we strive to be eco-friendly. We use recyclable materials and avoid unnecessary packaging to minimize waste. We believe in being transparent with our customers about our sustainability efforts. By sharing how we work towards ethical production, we build trust and help our customers make informed choices. We’re proud of the steps we’ve taken so far and are continually looking for ways to improve. Our goal is to make a positive impact on the environment while delivering timepieces that you can feel good about.
What challenges have you faced as a micro brand, and how have you overcome them?
As an independent, self-financed independent brand, the major challenges we face primarily stem from the significant investment required to develop new models. Overcoming these challenges demands patience, extreme professionalism, and creativity, often requiring us to find solutions outside the box. Slow design and slow growth have been two of Isotope’s poorly kept secrets, allowing us to maintain our quality standards while steadily advancing our brand. By embracing these principles, we can navigate the financial and developmental hurdles inherent in our industry.
What upcoming projects or innovations can we expect from your brand?
While we can only reveal what’s already public, we’re excited about some upcoming projects and innovations that we think will capture your interest. First up is the new Chronograph Moonshot. It brings a breath of fresh air to the world of chronographs with its innovative design and features. We’re confident it will stand out in the crowded chronograph market. Next, we’re introducing the Flyway, a 36mm sporty watch with unique shapes and an eye-catching design. It combines functionality with a distinctive style, making it a versatile choice for both casual and formal settings. We’re also working on the OVNI, an upcoming Jumping Hour watch that will present time in a very unique way. This new piece aims to push the boundaries of traditional watchmaking and offer something truly special. Additionally, we are experimenting with new materials. Our goal is to innovate while maintaining a traditional aesthetic, as we understand that any deviation from classic looks could affect market appeal.
How do you connect with your customer community and gather feedback?
Selling online has its advantages, such as reducing overheads and enabling sustainable management of the company. However, to compensate for the lack of retail presence, we make it a priority to attend as many watch fairs and events as possible. These events allow us to interact with customers, showcase our products, gather opinions, and connect with the wider public. Social networks also play a crucial role, providing immediate insights into what people are interested in. Although we value this feedback, we often prefer to stay on our path and react slowly, ensuring we remain true to our brand’s vision and values. This balanced approach helps us maintain a strong connection with our customer community while continuing to innovate and grow sustainably.
Can you share a memorable moment or milestone for your brand?
The day we released the Hydrium Will Return, a unique watch inspired by a door sign I bought more than 20 years ago in New York. 5 years ago we were uncertain about how people would react, as there was nothing similar in the market, and it was unclear if it would sell. However, once the watch was shown online, it sold out quickly. This moment is memorable as it helped establish Isotope as one of the most creative brands among newcomers. It’s also memorable because we regret making only 100 units!
What advice would you give to someone looking to start their own micro brand?
My advice for someone looking to start their own micro brand is to be creative and find a niche to explore with original designs. Don’t follow trends; instead, be the trendsetter. By carving out your unique space in the market and staying true to your vision, you can create something truly distinctive and appealing to your audience.
If your brand were a type of music or genre, what would it be and why?
If our brand were a type of music or genre, it would be a mix of Alternative, Classic, and Jazz. Alternative reflects our innovative and unconventional approach to watchmaking, always pushing the boundaries and exploring new concepts. Classic represents our commitment to timeless design and enduring quality, ensuring that our watches remain elegant and sophisticated. Jazz embodies our creativity and improvisation, allowing us to find unique solutions and add distinctive touches to our designs. This eclectic mix perfectly captures the essence of Isotope Watches.
What’s the “grail watch״ that you personally own or aspire to own someday?
I have a few grails, but I would be happy to have the Ressence × Alain Silberstein “Carpe Diem”.
What’s one piece of advice you wish you had received when you were first starting your watch brand?
One piece of advice I wish I had received when starting my watch brand is that pricing the watches isn’t just about covering the manufacturing costs. No one told me that we needed to price the watches considering packaging, shipping, insurance, warranty returns, unexpected returns, storage and many other factors… It’s incredibly challenging to price a watch accurately, and underpricing them can lead to unexpected financial challenges. Being honest and responsible, and wanting to keep the company and brand thriving for many years, requires careful financial planning and consideration of all these additional costs.
Aside from watches, what other hobbies or passions do you have that inspire your work?
Aside from watches, I have a deep passion for several other areas that significantly inspire my work. I love architecture and design, which influence my approach to watch aesthetics and innovation. The clean lines and structural elegance found in architectural designs often inspire the forms and details in our timepieces. Science fiction and comics also play a big role in sparking creativity. The imaginative worlds and futuristic concepts explored in these genres fuel my vision for unique and forward-thinking watch designs. Similarly, cinema offers a wealth of inspiration through its storytelling and visual artistry, impacting how we craft compelling and narrative-driven designs. Traveling broadens my perspective and exposes me to different cultures, art forms, and styles, enriching my approach to watchmaking. Each of these passions contributes to the creativity and originality that define our brand, helping us create timepieces that are not only functional but also visually captivating and conceptually innovative.