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Watches.com Acquired by Largest Independent Online Watch Retailer, Watchismo

Online watch seller Watchismo acquires and merges into the new domain Watches.com. Watchismo (nowWatches.com) curates and sells the world’s largest online collection of diverse watches.

Established in 1998, the company has a long-standing mission of providing unique and affordable timepieces to the masses. As the number one selling independent online watch store, the company plans to stay true to their core mission, while taking the brand to new heights with a larger online audience.

Founded by brothers Andrew and Mitch Greenblatt, the company focuses on finding, curating and providing interesting timepieces to a strong community of watch lovers. For over 15 years, Watchismo (now Watches.com) has been contributing to the online watch market. As the watch market moves away from the pure utilitarian perspective and towards design-friendly aesthetics, Watches.com will continue to feature and sell specialty watches with mass appeal. The online store’s diverse product offerings are carefully sourced domestically and internationally, highlighting the uniqueness of each timepiece.

Founder Mitch Greenblatt explains, “We believe that the modern watch represents more than just a functional mechanism to tell time. [The watch] is a unique form of art, design and personal expression.”

Watches.com is an authorized dealer with dozens of major watch brands such as Diesel, Nixon and Shinola. However, the company also designs and manufactures their own unique watches under the brand XERIC.

Watches.com recently gained considerable exposure after raising over $2 million on crowd-funding site Kickstarter, across 3 different campaigns for their in-house watch brand. Mitch Greenblatt commented, “We value Kickstarter as a way to reach those unique individuals who share our dream of making highly unusual mechanical watches affordable. We feel a kinship with the Kickstarter culture and the visionary people who support alternative concepts like the SOLOSCOPE.”

While many brands focus on designing high-end watches for the luxury watch market, the XERIC brand focuses on bringing unique watches to the market at an affordable rate for watch enthusiasts of any level. Watches.com is now the home of all watch collections, including XERIC.

The company has sold hundreds of thousands of watches, but is passionate about bringing unique timepieces to an even larger audience. “In an age when growing numbers of people tend to look dangerously alike, a watch’s capacity to suspend, even for a moment, our habitual ways of presenting ourselves may well prove to be one of its greatest benefits” founder Andrew Greenblatt commented.

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