Miami-based LIV Swiss Watches direct-to-consumer microbrand
SPOTLIGHT - Watch Party
Husband and wife Sholom “Chaz” and Esti Chazanow founded Miami-based LIV Swiss Watches in 2012, selling limited-edition Swiss-made watches direct to consumers at discounted prices. In 2014, they decided to finance the production of their first custom watch model, using the Kickstarter crowdfunding platform. It was fully funded within 12 hours, and the company has continued to launch watch models via Kickstarter. Investors essentially pre-order a watch by backing a new model, which can run from $390 to about $1,200.
A 2016 campaign was fully funded in 34 minutes and raised more than $1 million, setting a record for a timepiece. Its May 2018 four-watch campaign was fully funded within 10 minutes and raised $400,000 in 48 hours.
More recently, LIV has created its own crowdfunding platform, “LIV Launch Rewards,” which allows backers to pre-order limited-edition watches. Esti Chazanow credits their success to a strong base, saying they love what she calls a “direct-to-consumer microbrand.” Chaz Chazanow has been CEO of Miami-based watch maker and distributor Swiss Group since 2011.
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Read more in Florida Trend's December issue.
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