ÁIGI Gruvebus – A Microbrand Custom Watch Project with SW200
Featured on Time+Tide Watches – Micro Mondays
We are proud to share that the ÁIGI Gruvebus has been featured in the internationally renowned magazine Time+Tide Watches, as part of their Micro Mondays series. This column highlights some of the most exciting releases from independent microbrands across the globe, and it was a true honor to see our Gruvebus watch chosen for coverage.
The feature showcases how ÁIGI has managed to stand out with a design rooted in Norwegian culture, while still competing on the international stage of microbrand innovation.
We are proud to share that our watch Gruvebus, powered by the renowned SW200 movement, has been featured in the international magazine Time+Tide Watches as part of their popular Micro Mondays series.
The story behind the Gruvebus custom watch project
The Gruvebus is more than just a watch – it’s a custom watch project born out of Norwegian history. The design was inspired by the coal miners (“Gruvebus”) in Svalbard, a powerful symbol of resilience, hard work, and Arctic heritage.
To honor this history, we decided to incorporate authentic Svalbard coal into the production process.
Our mission with this project was to show how a micro watch brand can create timepieces with real stories, giving the wearer something far deeper than just a functional object.
The article highlights Gruvebus as a strong addition to the growing microbrand scene of affordable automatic watches. With its deep roots in Norwegian history and culture, Gruvebus is not just a timepiece – it’s a story brought to life.
SW200 movement and premium details in an affordable automatic watch
Inside the case, the Gruvebus is powered by the Sellita SW200 automatic movement, a Swiss caliber known for reliability, precision, and ease of service. By choosing the SW200, we ensured that the Gruvebus combines robust performance with the timeless feel of a mechanical watch.
Despite its high-quality movement and premium detailing, the Gruvebus remains part of the growing category of affordable automatic watches. Our goal has always been to prove that passionate design, authentic storytelling, and quality craftsmanship do not need to come with an inaccessible price tag.
Why microbrand watches bring authentic stories to the market
One of the reasons microbrand watches have gained such momentum in recent years is their ability to tell stories that big, established brands often overlook. Where mainstream luxury tends to focus on prestige and marketing, microbrands can be bold, personal, and connected to real places, people, and cultures.
The Gruvebus is our way of showing that a micro watch brand can bring something truly new to the table – whether it’s experimenting with materials like Svalbard coal, or crafting narratives that resonate with enthusiasts who want more than just another generic design.
The watch is an iconic symbol of resilience and Arctic heritage. Gruvebus represents how independent brands can create watches with genuine meaning and identity.
Custom watch projects and ÁIGI’s international recognition
Being featured in Time+Tide’s Micro Mondays is not only a milestone for the Gruvebus but also for ÁIGI as a brand. It confirms that our vision – combining Arctic heritage with modern watchmaking – resonates beyond Norway and into the international community of collectors and enthusiasts.
The Gruvebus is just one of our custom watch projects, and we continue to collaborate on unique editions for communities, companies, and collectors who want something deeply personal. For us, the recognition shows that custom watches are not only possible for large brands – microbrands like ÁIGI can also deliver authenticity, quality, and lasting value.
👉 Read the full feature on Time+Tide here: Aigi Gruvebus – Micro Mondays
👉 Learn more about our custom watch projects here: ÁIGI Custom Projects
