The CEO of Formex Swiss Watches, Raphael Granito speaks to Alistair Crane about the success behind the watch manufacturer’s Kickstarter campaign. Formex has used traditional methods to sell watches for 20 years. But you’ve just launched the Essence Chronometer on Kickstarter. Why? We’ve moved to a direct-to-consumer sales model about two years ago, which allowed us to offer our watches at a much more interesting and “real” price point.