Skip to content
OUR STORY
A decade ago, Filippo Loreti burst onto the scene with one of the watch world’s biggest Kickstarter runs, raising over $10 mn across 3 projects. Massive demand, massive momentum, and like a lot of brands that rise fast, growth sometimes moved faster than the operations behind it.
But the original idea was right.
In early 2025, Filippo Loreti was taken over by a new management team, led by watch entrepreneurs based across France, the United States, and Hong Kong, with 20 plus years of industry experience.
We stepped in for one reason: to protect the original promise, that great watches, creativity, and thoughtful design should be accessible to more people.
Watches are a world. A culture. A craft. It should be open, fun, and wearable.
Not locked behind steep prices or rigid rules. That is the promise we kept.
A decade ago, Filippo Loreti burst onto the scene with one of the watch world’s biggest Kickstarter runs, raising over $10 mn across
3 projects. Massive demand, massive momentum, and like a lot of brands that rise
fast, growth sometimes moved faster
than the operations behind it.
But the original idea was right.
In early 2025, Filippo Loreti was taken over
by a new management team, led by watch entrepreneurs based across France, the United States, and Hong Kong, with 20 plus
years of industry experience.
We stepped in for one reason: to protect
the original promise, that great watches, creativity,and thoughtful design
should be accessible to more people.
Watches are a world. A culture. A craft.
It should be open, fun, and wearable.
Not locked behind steep prices or rigid rules. That is the promise we kept.
Our Ambition
Our ambition is clear. We want to make watchmaking more accessible, more expressive, and more relevant without sacrificing quality, fairness, or long term vision. We believe that great design and thoughtful complications should not be reserved for a small elite.
Since taking over in early 2025, we have rebuilt the brand
properly with stronger foundations, responsible operations, and honest communication.
We are not here to imitate traditional luxury or borrow narratives. We are here to build a creative, accessible watch brand with ts own point of view. Our goal is to be as transparent as possible and to build a thriving watch community of truly passionate enthusiasts.
What’s next is clear. Push accessible watchmaking
forward through bold design, meaningful collaborations,
and innovative complications at a welcoming price point,
for a new generation and seasoned enthusiasts alike.
Our ambition is clear. We want to make watchmaking more accessible, more expressive, and more relevant without sacrificing quality, fairness, or long term
vision. We believe that great design andthoughtful complicationsshould not be reserved for a small elite.
Since taking over in early 2025, we have
rebuilt the brand properly with stronger foundations, responsible operations,
and honest communication.
We are not here to imitate traditional luxury or borrow narratives. We are here to build a creative, accessible watch brand with ts own point of view. Our goal is to be as transparent as possible and to build a thriving watch community of truly passionate enthusiasts.
What’s next is clear. Push accessible watchmaking forward through bold design, meaningful collaborations, and innovative complications at a welcoming price
point, for a new generation and
seasoned enthusiasts alike.
A word from our Creative Director
“10 years for Filippo Loreti and now many things are
changing. Some crazy people offered me a challenge:
to lead Loreti’s creative direction. I love crazy, I love fun,
I LOVE WATCHES. I am not a marketer, I am not a finance guy. I have a deep passion for watches.
I live, breath, wake up and fall asleep with watches in mind.
I collect them, I wear them. Why? For me, watches should
not stay just in boxes or some safe so they don’t get any scratches for the sake of speculation.”
“10 years for Filippo Loreti and now many things are changing. Some crazy people offered me a challenge: to lead Loreti’s creative direction. I love crazy, I love fun, I LOVE WATCHES. I am not a marketer, I am not a finance guy. I have a deep passion for watches. I live, breath, wake up and fall asleep with watches in mind. I collect them, I wear them. Why? For me, watches should not stay just in boxes or some safe so they don’t get any scratches for the sake of speculation.”
-Don, Creative Director of Filippo Loreti
Our Collabs
Cool collabs are not a logo slapped on a dial.
For us, collabs mean real design work across a multiverse of worlds. We partner with global culture icons like Disney, Warner Bros, Marvel and more to come because we want to build designs that simply do not exist anywhere else. Creativity is a central driver for us. We design watches that stand out through personality, capturing the essence of the legends we collaborated with. And this is only the beginning.
More universes, more collaborations, and more creations are already in motion.
Cool collabs are not a logo slapped on a dial.
For us, collabs mean real design work across a multiverse of worlds. We partner with global culture icons like Disney, Warner Bros, Marvel and more to come because we want to build designs that simply do not exist anywhere else.
Creativity is a central driver for us. We design watches that stand out through personality, capturing the essence of the legends we collaborated with. And this is only the beginning. More universes, more collaborations, and more creations are already in motion.
watchmaking
isn’t meant to be
exclusive.
IT’s MEANT TO BE
FOR EVERYONE.
watchmaking
isn’t meant
to be exclusive.
I T’s MEANT
TO BE
FOR EVERYONE.
Behind
Our Creations
At the core, we are watch enthusiasts.
We genuinely love this craft and we want to share it. We are not here to imitate established luxury brands. We are here to offer creative, well made designs at a fair price, while pushing accessible watchmaking forward in our own way. 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 are carrying the torch Loreti started.
And this time, we are doing it right.
At the core, we are watch enthusiasts.
We genuinely love this craft and we want to share it. We are not here to imitate established luxury brands. We are here to offer creative, well made designs at a fair price, while pushing accessible watchmaking forward in our own way. 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 are carrying
the torch Loreti started.
And this time, we are doing it right.
