Why This Luxury Watch Brand Is Calling 17,819 of Its Customers to Personally Apologize

Another PR avenue for Kickstarter darling Filippo Loreti

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Brands born on Kickstarter already know a little bit about gaming the system. And now, one of the most popular recent Kickstarter brands, watch maker Filippo Loreti, has found another unconventional path to PR—in the form of a gigantic personal apology.

Almost 18,000 backers gave Filippo Loreti some 5.7 million euros (about $6.7 million) to bring its luxury watches—at a less-than-luxury price—to life. This was the most-funded watch campaign in the world, the brand says.

However, there were delays in delivering the watches.

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