S. Chazanow, Co-Founder at LIV Watches
Today we’d like to introduce you to Esti Chazanow.
Thanks for sharing your story with us Esti. So, let’s start at the beginning and we can move on from there.
After being in the watch industry for 22+ years, Chaz (that’s my husband) realizes there’s a need for a new type of quality, precision watch. He sets out to design timepieces that speak to the people who live life to the extreme, at a price point that would turn the industry on its head. He establishes LIV Watches, together with myself (Esti), as a bold new brand for those who desire to live life to the fullest.
We envision LIV as a brand that would be driven by the “Direct to Consumer” approach – to connect with fans and to price the products for the people, not the middlemen. At the end of 2014, we launch with the LIV GX1 Swiss Quartz Chronograph on Kickstarter. The project is fully funded within the first 11 hours and has the most backers for a Swiss watch project on Kickstarter to date at the time. At the beginning of 2016, we launch the LIV GX1-A Swiss Automatic watch on Kickstarter, and receive over 1.1 million dollars in funding! In March 2017, we launch the Rebel watch on Kickstarter. Receiving over 1.7 million US dollars from over 2,900 customers all over the world who had never even heard of our microbrand. It remains the most crowdfunded Swiss watch to date.
We are set to launch our FOURTH Kickstarter campaign on May 29, 2018, and would appreciate you publishing this article at that time.
Read more and images: https://livurl.com/voyagemia
Has it been a smooth road?
Our biggest challenge was with our last Kickstarter campaign (The Rebel – 2,909 backers pledged $1,703,914 to help bring this project to life):
The Rebel is a very sophisticated watch to make with its rectangular shape, rounded corners, and curved crystal. Special tooling had to be created specifically for this watch. Additionally, since both the case and the crystal are curved, the case cannot be completed until the sapphire crystal has been received and thoroughly tested. Lead times just on the sapphire crystal production took an extra 60 days than they usually would for a round case.
Finally, our watches are not mass produced. Since we produce small batches with limited amounts per execution, production times are lengthier.
We’d love to hear more about your business.
We founded LIV when the advent of social media took off, allowing us to create a unique watch and reach our fan base without the crazy budgets needed to do so. It makes it possible to focus on the design, production, and our fan experience directly with no compromises.
The LIV customer is one who is searching for something that embodies Swiss quality with a boldly different look. Someone who favors small niche brands that they can share a connection with and feel a part of and not just conform to the corporate mold. Our fans are proud to have something that is unique and extraordinary and to be a part of a brand in which they are valued. Many fans do own name brands and have told us that they prefer our product to their Panerai, Audemars Piguet, etc.
How do you think the industry will change over the next decade?
The microbrand watch industry is really just taking off. We see more and more new and exciting microbrands popping up each day, and only see the desire for microbrands and boutique style products (as opposed to the big brand names) increasing. People want unique items, and a direct and personal experience when purchasing a very personal item like a watch.
Getting in touch: VoyageMIA is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.
