What we believe
We live in an age of radical transparency. Anyone with access to a web browser can find the manufacturing cost of a car, a smartphone, or a premium timepiece within minutes. This type of “free and open” information helps consumers make better purchasing decisions. But it’s not always great for manufacturers who excessively inflate the prices of their products. For example...
The retail price of a traditional premium watch can be anywhere between 10 and 40 times higher than its production cost. A lot of this “margin” is used to compensate wholesalers, distributors, and retailers — the price increasing each time the watch changes hands. On top of that, there’s the celebrity advertising campaigns and event sponsorships many brands engage in.
Filippo Loreti is different. We believe in making premium timepieces available to everyone at fair prices. We value access over aspiration, and expression over status. We draw inspiration from the past and reinterpret it for today — including bold colors and design elements you’d expect from an Italian-inspired brand but be (happily) surprised to find at our price points.
It began in 2014. After finding the prices of quality watches prohibitive, two brothers — Danielius and Matas Jakutis — researched the premium watch industry and were startled by what they found. Quality watches were being sold for 1,000% more than it cost to produce them.
While investigating this phenomenon further, they found the majority of the price of a high-quality watch was the result of expensive marketing campaigns, wasteful product development processes, inefficient supplier and distribution channels, as well as excessive “status symbol” markups by brands and their partners.
The brothers saw and opportunity and within a few short months, their first Filippo Loreti watch models were ready for production. Inspired by Italian architecture, Danielius and Matas developed signature collections featuring high-quality materials, precise Japanese movements, and handcrafted Italian leather straps. By optimizing production processes and eliminating waste, Danielius and Matas were able to produce timepieces matching the premium brands in quality and craftsmanship — and yet offer them to customers at a fraction of the price.
As it turned out, the watch-buying public was ecstatic over the idea of owning high-quality timepieces at fair prices.
Since 2015, Filippo Loreti has launched three wildly-successful crowdfunding campaigns — raising over USD $10,000,000 and delivering their stunning timepieces to tens of thousands of happy customers in every corner of the world.
While studying in Florence, co-founder Danielius Jakutis fell in love with Italian art, architecture, and culture and vowed to one day create a brand that paid homage to the timelessness of Italian style.
Today, every watch in the Filippo Loreti collection draws inspiration from one of the many icons of Italian architecture including the Basilica di San Marco in Venice, Rome’s Piazza del Campidoglio, and the Galleria di Vitorio Emanuelle II in Milan.
The subtle details of each model — some hidden where only the owner can see them — breathe the spirit of Italian into every Filippo Loreti timepiece.
How we do it
To offer you fairly-priced, premium watches, Filippo Loreti took the direct-to-consumer approach.
Our pieces are crafted from the same top-quality components as other premium watch brands. But we’re obsessed with keeping our supply, distribution, and advertising costs to a bare minimum. This allows us to pass far greater savings on to you.
And the quality of our watches is guaranteed — your Filippo Loreti timepiece is protected by an industry-leading 10-year international warranty. Wherever you are and whatever your problem, we’ll make it right for a full decade.
We could continue congratulating ourselves for our wonderful work, but we’d prefer you experience the Filippo Loreti difference yourself. Our premium-quality watches are waiting to be discovered.