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