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Check out what eone timepieces has done: http://eone-time.com.
Their watch has a cool hook: it's accessible for the blind because you touch it to tell time. But their model is still one you could follow -- creating a loyal community through an awesome product, content (blog, social and newsletter), Kickstarter campaign and lots of work to spread the word about their mission and product.
Full disclosure: We run their content marketing (blog, social, email and some press), but what they've accomplished is impressive enough that I'd recommend it regardless.
http://eone-time.com/blog
http://facebook.com/eonetimepieces
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