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Filippo Loreti Venice Automatic Watch Review

Filippo Loreti Venice Automatic Watch Review Wrist Time Reviews

Filippo Loreti is a newer watchmaker who started out as a successful Kickstarter campaign. They then went on to do a few more successful Kickstarter campaigns – most or all of which have yielded over a million dollars each. The resulting products were decidedly not for timepiece enthusiasts but certainly inspired by the passion that feeds collectors. The fact remains that no company has made more money to produce watches via crowdfunding than Filippo Loreti.

That, however, isn’t the story I am going to discuss, nor does it relate to the Venice Automatic watch collection that I’m reviewing today. This product is in fact decidedly a passion project from the brand and not a result of crowdfunding “backer bait.” The story I want to tell is about brands who start out with a lot of work getting the attention of youthful social media-present consumers, and their journey to become real watch brands.

Filippo Loreti Venice Automatic Watch Review Wrist Time Reviews

Filippo Loreti As Both Brand & Business

In the case of Filippo Loreti, the story is about the struggle to both impress and be creative, while earning revenue at the same time. Being creative involves both risk and investment. While making money is about predictability and margins. These two needs often and regularly do conflict in the world of modern merchandise marketing. The theme of these competing interests also offers a powerful lens to understand a broad range of business decisions made by companies across a diverse group of industries. New versus familiar. Attempted versus experimental. Creative versus predictable.

Filippo Loreti Venice Automatic Watch Review Wrist Time Reviews

Yes, There’s A Lot Of Marketing-Speak

The core message of the Filippo Loreti’s major marketing campaigns has in a sense been, “screw the big brands, we try to offer a lot for little money. Don’t spend more.” This approach did a great job to earn them both visibility and customers at just a couple hundred dollars. What then is the result when the messenger begins to encroach on that which they initially sought to distance themselves from? That being – actual luxury prices.

Filippo Loreti Venice Automatic Watch Review Wrist Time Reviews

But Does Filippo Loreti Deliver?

Brands like Filippo Loreti are guilty of using the term “luxury” far too liberally. Often these claims are tantamount to “luxury for less” – a common refrain these days which in my personal opinion is absolute hogwash. This is language designed to tell unsuspecting consumers something they want to hear, nothing more.


I’ve gotten to know Filippo Loreti better and better over the last year and have to say that the people behind the brand are ready to make it what their customers actually want it to be – and that is a real luxury brand. Kudos to them for first realizing that and second for wanting to do something about it. It isn’t an easy or quick challenge to overcome.

Filippo Loreti Venice Automatic Watch Review Wrist Time Reviews

Filippo Loreti Venice Automatic Watch Review Wrist Time Reviews

Part of luxury is exclusivity (the biggest part when it comes to luxury purchases), and it’s necessary for luxury to be something you can have, to the exclusion of others. Luxury, in other words, is by definition strictly not for everyone. Folks, when you read the term “luxury” in marketing on the internet – take it as a grain of salt. It often means little indeed. For many customers “luxury” is about price, and when it comes to watches at about $300 – $400, you are indeed getting into luxury. Relatively speaking, that is.

Filippo Loreti Venice Automatic Watch Review Wrist Time Reviews

With prices starting at under $200 for the Filippo Loreti brand, the over $600 Venice Automatic is three times the price of the brand’s bread and butter products which have helped it earn wrist presence on aspirational young people around the world. What the brand has learned is that the same demographic of people hungry for “rich people-style watches” at $200 not only can’t afford a $600 watch, but don’t really understand what to make of it.

Filippo Loreti Venice Automatic Watch Review Wrist Time Reviews

Who Is The Filippo Loreti Venice Buyer, Exactly?

Interest in a mechanical watch requires you to first be interested in mechanical watches in general – something which today must be first advocated for and second, learned. What Filippo Loreti have learned themselves is that once you start producing interesting, nice watches (no matter the price), you need to begin an entirely different conversation with consumers. That conversation isn’t just about trying to satisfy existing needs but creating new ones. Internet marketers are not always as good at need fulfillment as they are storytelling and the expression of artistic passion.

Filippo Loreti Venice Automatic Watch Review Wrist Time Reviews

The people behind Filippo Loreti not only really like luxury watches, but they admire the design, branding, and craftsmanship that goes into them. Forget for a moment that they understand contemporary internet marketing which as I said is about responding to existing intentions, immediate satisfaction, and giving people what they want. It is longer, and thus difficult to track and evaluate a strategy to get people educated about something new, let alone to understand it, want it, and thus sell against it.

Filippo Loreti Venice Automatic Watch Review Wrist Time Reviews

Filippo Loreti Venice Automatic Watch Review Wrist Time Reviews

Enter the Venice Automatic – which isn’t the brand’s first mechanical watch, but certainly one of them. Hallmarks of the brand’s success paint the timepiece package in the form of the straps and bracelets used, as well as the case and dial colors. That means steel or rose-gold toned cases, and black, silver, or blue dials. These are simply the colors that sell today – and Filippo Loreti knows that very well.

Filippo Loreti Venice Automatic Watch Review Wrist Time Reviews

“Custom” And What That Means

What Filippo Loreti will immediately tell you about the Venice Automatic is that it is all “custom.” What does that mean exactly? The implication is that they needed to get all custom-made parts. This includes an element of the movement which they actually modified a bit. In the world of start-up brands, this is a big deal because a lot of the less expensive watches out there don’t have original parts, but rather preexisting designs for parts such as hands, cases, and dials.



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  • The Miyota 9100 movement is a bit thick at 5.52 mm. But given the complications it’s not toooo bad. Anyway, given that plus hand fitting height of 2.55 mm and clearances top and bottom plus crystal and case back, they might have just gotten to 10.77 if they used a thin 1.0 mm crystal. Hopefully they used a thicker crystal than that, so the 12 mm thickness is expected given the movement.

    Still looks Chinese to my eyes, but as Ariel said, perhaps not a bad choice for someone just getting into mechanical watches. Price seems reasonable.

    • Gokart Mozart

      The name does not help. No offence it is a good name for a person.

      However when transferred to watches I just think QVC and other late night shopping channels.

    • Dimman

      I don’t feel their pricing is reasonable. This one is less bad due to the Miyota 9xxx plus module. However I’ve noticed that the calendar moduled 9xxx seem to sell for oftenimes less than the base 9015 three handers, likely due to demand in the industry.

      However their 3 hander autos (one of which is a Gerald Genta mish-mash) are roughly the same price (!) and use the $30 Miyota 8215. That’s horrible, horrible, horrible value.

  • Yeah, a simple half disk (without the fake moon crescents) would have been fine.

  • rcrdofjrdo

    I haven’t seen one “in the wild” but their marketing strategy is deceptive and annoys me a lot. They’re not “disrupting the industry” and this is not “affordable luxury.” Bought at the right volume, with a sterile dial, these watches come out at USD50 and would still make a profit. For the asking price you can have a real “entry level” watch like Orient (if that’s the style you’re looking for) and at least you know you’re buying something with a bit of history and good customer service attached to it. Maybe if there were less pretentious and would sell it for what it is, I could be more forgiving of the product.

    • Raymond Wilkie

      What he said.

  • Dimman

    They also have a Gerald Genta-esque ”Royal Ingenieur” with a $30 Miyota 8215 for $609.

    My Lord…

  • Zhege

    Watch review or sponsored post? A boatload of marketing and some shiny watches… they are not about to disrupt my watchbox 🙂

  • Jonathan Fisk

    For an entry-level mechanical brand, I think Marloe is much better. better stories, nicer designs and more reasonable prices:


    • SuperStrapper

      Almost $400 for entry level seagull, over $400 for low end miyota, and $1200 for low end ETA. You’re advertising in the wrong place.

  • Phoneix_Ikki

    Give credit where credit is due..they are good at marketing and plastering ads all over FB. When I log on, I see their ads on FB and Youtube to the point of turning me off big time, then again I am not their target demo and their kickstarter campaign is effective in creating the buzz/FOMO mindset that tends to go with younger fashion forward newer generation. If only Seiko or Citizen can learn a thing or two about advertising their excellent mechanical watches like that and get people to buy Orient. Take the marketing away, FB is just another fashion brand to me, at least they are making mechanical watches and perhaps couple of steps higher than junk like Michael Kors

    • SuperStrapper

      I think that second FB should have been FL.

      • Phoneix_Ikki

        Good catch 🙂

  • Lincolnshire Poacher

    Orients Sun and Moon watch ET0T002S has a very similar look and vibe for $230 ish.
    Not really my style of watch but it’s not as Chinese (thanks Mark for pointing it out) looking as the FL.

    • Tempvs Mortvvs

      Yes, but an orient doesn’t have “Filippo Loreti” on the dial. Now, that has to be worth something! It’s such a cool brand name, yes?

  • Beefalope

    Overpriced blah.


    I know y’all like constructive criticism so here it comes…..

    Hell No

  • Ulysses31

    This dial layout is not at all creative, so if that’s what they were aiming for, they failed. You could argue that the fake moonphase complication is a creative attempt at deceiving the casual, non-WIS observer, but deception doesn’t impress me much at all. I’m sure they thought that “rich-person” watches tend to have moonphases, so they’d try to emulate that. It all smacks of a watch that is trying to sell the illusion of being classy and luxurious, without actually earning those accolades by a progressive evolution towards that goal. If you have to explicitly state that you are “luxury” in your marketing (affordable or otherwise) then you aren’t. Get an Orient instead. As for Filippo Loreti? Create a watch so amazing that people begin to ask “What’s that? Who made it?” rather than hoping your name alone, by virtue of sounding European and clearly trying to associate itself with the fantastic art history and culture of Italy, can sell an average timepiece all by itself.

    • Lincolnshire Poacher

      Haha… Fra Fillipo Lippi was the first thing that came to my mind too when I saw the brand name. Trying to give it some early European Renaissance cultural glamour…

  • danowat

    You can buy the exact same piece, sans the FL logo, from Aliexpress for $50……….

    • Gen

      can you give me a link?

  • Norbert Rivera

    Those watches are all the same they change only the strap and the color the never use roman numbers or Arabic only small segments.

  • Russ Hall

    I placed an order on the 16th of June and have yet to receive not only a shipping confirmation but the product and it was ordered using express shipping for a GIFT. Zero replies other than automated. I’ve disputed this with PayPal for a refund.