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Start-up Linjer impresses with first watch collection

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October 2017


The aspiring lifestyle brand has already been a Kickstarter hit for its leather products, and it’s no different for its first watch collection.

Start-up Linjer impresses with first watch collection

It’s hard to argue against the fact that crowdfunding has disrupted how business is being done these days. Platforms like Kickstarter are the springboard for many new brands, helping to bring luxury items a little closer to reach for the masses.

Start-up Linjer impresses with first watch collection

Another brand making news in the affordable “luxury” space is Linjer. The company was first launched in 2014 and within a short period the start-up surpassed the million dollar mark in sales. It seemed that founders Jennifer Chong and Roman Khan had found a good compromise between the affordability of fast fashion and the quality of luxury items - at least as far as leather bags were concerned.

Start-up Linjer impresses with first watch collection

Aiming to establish itself as a full-on lifestyle brand, Linjer recently launched its first collection of timepieces on Kickstarter. After over a year of design tweaks, the duo have come up with a minimalist analogue design.

Two watchs are on offer, the Minimalist – which comes in a 38mm or 41mm stainless steel case – and the Classic, which can be had in either 34mm, 38mm or 41mm case options.

Start-up Linjer impresses with first watch collection

Initially, the project was well received. The campaign had almost 5,000 supporters and raised nearly $1 million. That’s plenty of start-up capital for the young brand, and now it will simply be a matter of keeping up with the demand.

Each model currently retails for $249 USD, but what does that get you? Most obviously, you get a very clean looking timepiece – think Daniel Wellington territory. On top of that, each watch is powered by a Swiss quartz movement and comes with leather straps and a sapphire crystal to boot. Not bad at all.

Start-up Linjer impresses with first watch collection

Linjner watches would be ideal for those that might not be regular watch wearers and are looking to up their accessory game. Or, for those simply looking to add another understated timepiece without a big dent to the wallet. With a slim profile, light weight and a very friendly price, it’s not much of a risk and there is plenty of reward.