A “vintage-inspired” watch company is reaching Millennials through crowdfunding and social media.

A “vintage-inspired” watch company is reaching Millennials through crowdfunding and social media. Xeric has raised millions through Kickstarter, with a social-first strategy that plays on young consumers’ desire to be unique: “People want to stand out. They don’t want to wear the same generic Apple Watch or a prescribed minimalistic watch.” The brand uses their social accounts to showcase watches with “artistic photos and high-quality videos,” that are tied in with a “compelling story and emotional appeal.” (Adweek)