I'm sure you're right. Retail stores, and specialty watch shops in particular, will want more than 10%. Although I don't know if Pebble ever sold outside of pla

I'm sure you're right. Retail stores, and specialty watch shops in particular, will want more than 10%. Although I don't know if Pebble ever sold outside of places like Best Buy. I was thinking more of using their own sales channel. They have sold through their own website since their first batch of products started shipping. They would still need to get the word out and everything, but there are lots of ways to do that via PR. Kickstarter campaigns typically sell the product for less than retail. In the case of Pebble's second campaign they went for a 5-15% discount over retail. They had clearly already completed almost all of the design and manufacturing work by the time they launched the campaign, so that makes it more mysterious to me. Discounting a product before launch is something you do when you have to -- your product is unproven, you really need the money, or you need to build a community day 1 -- it isn't something you want to do regularly throughout the life of the company.