Filippo Loreti in 2025: The Real Story Behind the brand

11 years ago, Filippo Loreti burst onto the scene with one of the most successful Kickstarter campaigns in the watch world, raising over $10 mn across 3 projects. The early momentum brought the brand into the spotlight and quickly positioned it within the affordable luxury watch positioning. The campaigns generated remarkable traction, though the pace of growth soon outpaced the supply chain capabilities, a common challenge for rising brands.

In early 2025, Filippo Loreti was taken over by a new management team and is now led by a new group of watch entrepreneurs based in France, United States and Hong Kong, with more than 20 years of experience in the industry.
We stepped in because we believe deeply in the original promise of the brand: the idea that great watches, creativity, and thoughtful design should be accessible to more people.

Our ambition is clear. To bring genuine innovation and personality to watchmaking, without losing sight of quality, fairness, and long-term vision. Every watch we create begins with our customers in mind. We focus on thoughtful, meaningful, and inspiring designs, continuously elevating our customer service to provide exceptional support. We listen, adapt, and evolve based on what you tell us matters most. Our goal is to be as transparent as possible and to build a thriving watch community of truly passionate enthusiasts.

When we took over in March 2025, our first mission was to rebuild the foundations. We focused on structure, process, and clarity making sure the brand had everything it needed to operate responsibly and consistently.
We strengthened quality controls, overhauled logistics, refined customer care, and reshaped our product direction to focus on distinctiveness rather than imitation. Behind all of this is a small, committed team learning, evolving, and bringing fresh energy to the craft.

Customer care is our number one priority. We implemented regional teams for faster response systems, designed to support customers in a way that feels human and reliable. On the logistics side, processes have been redesigned to ensure smoother delivery. Today, over 99% of orders ship within 14 business days, with further improvements underway.

We strengthened regional warehouses to increase delivery speed notably by partnering with American, European and Asian facilities.

Beneath the visible changes is something just as important: new people, new decisions, and a renewed commitment to accessible watchmaking, done properly. Filippo Loreti today is not the same brand it was before. Our communication is more transparent. Our positioning is more honest. We are led by a passionate team, designing watches with an international outlook. We are not trying to recreate luxury or lean on borrowed narratives. Instead, we focus on what we truly are: a creative, accessible watch brand with its own point of view that can serve as an introduction to horology for a new generation of enthusiasts.

And now comes the exciting part. We have a bold lineup planned for the coming year, including new releases, creative complications, and ideas we believe will surprise both the industry and our community. What’s ahead reflects a clearer identity and a more confident direction. By partnering with global culture icons (e.g., Disney, Warner Bros, and more to come), we want to offer designs that simply do not exist in the industry.

Creativity is a central driver for us. We design watches that stand out through personality and storytelling, often shaped through collaborations with cultural figures from around the world. Equally, innovation plays an increasingly important role, with new developments and accessible complications nearing release. 

Our goal isn’t to imitate traditional haute horology, but to offer a different kind of introduction to watchmaking, where creativity meets craftsmanship, and thoughtful complications are made available at a welcoming price point.
The result is a collection that feels more intentional, more expressive, and undeniably improved.
And this is only the beginning.

What we want you to understand

At our core, we are a team of watch enthusiasts who genuinely love this craft and want to share it. Our goal isn’t to imitate established luxury brands, but to humbly offer creative, well-made designs at a fair price, while pushing accessible watchmaking forward in our own way. We want to carry the torch Filippo Loreti originally started, to make great watches at an affordable price point and this time around commit to doing things right.

- The entire Filippo Loreti Team