The rookie brands

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I had an FC and really liked it. Gave it to my son 4-5 years ago and he wears it all the time.
 
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Baltic …. Design appeals to the vintage collector, (owner is a vintage collector), quality and customer service is first rate, their line is affordable, there is lots of energy in their new work.
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I think Formex makes some really nice watches and have made some great moves lately to set themselves apart from other micro brands - removable bezels so you can swap out yourself, adjustable bracelets. Had an older Reef diver and if I wasn’t spoiled by my Omega Seamaster, I’d have kept it.
 
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This one may be in a bit of a gray area but I’ll throw it out there. Mont Blanc comes to mind for me. While not a new brand they are relatively new to the watch game. They have some very cool designs IMO and are relatively affordable. Their super high end movements are made and signed by Minerva. I have an irrational love for anything Minerva. I do now think that it was a miss by the Richmont Group not to spin Minerva back up as it’s own brand. They have a long history and reputation that I think would have stood alone better as a premium brand than simply supplying movements to Mont Blanc.
 
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I'm not sure what the deciding line is for rookie, but one of my favorite "newer" brands is Unimatic. Since I wasn't able to hold in my hands prior to purchasing, I wasn't 100% about if I would like this U1S-MP due to the size, diameter, thickness compared to my vintage watches. Once I had it on my wrist though, it quickly became a favorite of mine. The overall design, typeface, alignment of the hands, other dial elements, and the dimensions of the watch just work really well together IMO. I could go on and on about this one, so suffice to say it gets a considerable amount of wear, much more than I expected!
 
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Don't know if it's rookie, but I like the Bulova Precisionist line. Particularly the early offerings which are much classier than the latest ones that have extremely busy dials and neo-modern designs to the point of looking a bit crass
 
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I'm not sure what the deciding line is for rookie, but one of my favorite "newer" brands is Unimatic. Since I wasn't able to hold in my hands prior to purchasing, I wasn't 100% about if I would like this U1S-MP due to the size, diameter, thickness compared to my vintage watches. Once I had it on my wrist though, it quickly became a favorite of mine. The overall design, typeface, alignment of the hands, other dial elements, and the dimensions of the watch just work really well together IMO. I could go on and on about this one, so suffice to say it gets a considerable amount of wear, much more than I expected!
 
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LOL I'm not saying that I love everything that they do but I'm happy with the one I have
 
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I guess it all depends on what criteria you put for rookie. But if you are open to older brands , for a new watch affordable with classic (vintage ?) feel then I can think also of Hamilton field models (<500$)
But really like the unimatic, Baltic and farer mentioned before.
I don’t own any of those so only giving my thoughts based on look, size and some articles I read.

Edit : ok I did not read/understand the OP title correctly. Hamilton is definitely a brand with longer history.
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Don't know if it's rookie, but I like the Bulova Precisionist line. Particularly the early offerings which are much classier than the latest ones that have extremely busy dials and neo-modern designs to the point of looking a bit crass

Bulova is an historic brand.
 
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I guess it all depends on what criteria you put for rookie. But if you are open to older brands , for a new watch affordable with classic (vintage ?) feel then I can think also of Hamilton field models (<500$)
But really like the unimatic, Baltic and farer mentioned before.
I don’t own any of those so only giving my thoughts based on look, size and some articles I read.

Hamilton is a veteran brand.
 
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Baltic …. Design appeals to the vintage collector, (owner is a vintage collector), quality and customer service is first rate, their line is affordable, there is lots of energy in their new work.

Another vote for Baltic