when jake and cramer started their watch company mvmt in 2013, they knew exactly what they didn't want. >> the watches that were at our price point, we just didn't resonate with the brands. the watches we liked we couldn't afford. >> they looked around at watch companies and mostly saw old-school business models with old-school marketing. it was an industry right for disruption. >> smartphones have been around, the utility of the watch has changed, right? it's a fashion accessory. >> college dropouts starting businesses consistently since a young age, jake and cramer were students of the internet. >> being a generation that was born on social media is also a unique value, just like seeing different trends in realtime. >> reporter: when they launched their idea, it was simple. nice design as an affordable price. and the way to get there? don't work with retailers and don't spend a lot on getting the word out. what's the one thing you did early on to reach customers that completely worked? >> it was simply just finding smern people of -- it was not rocket science at the time. and it was

. >> the mvmt brand offered more than just a nice watch.t was an invitation into the world of millennials which the founders and customers created together. >> we enjoy this lifestyle of kind of getting outdoors or traveling the world. that's really what the brand represents. >> but that was then. while the company's following has continued to grow, both founders understand the world has changed from those early days. they're not sure if they could do that. now we get lucky if we can pay someone $10,000 to post. >> do you think influencer marketing works today as well as it did five years ago when you started? >> i don't think so. because there just wasn't -- there's saturation now. customers are used to seeing ads in the feed so they don't know if it's authentic or not. >> but that doesn't mean jax and cramer have turned their backs on the marketing that launched them. they simply see it differently now. once they saw a lot of value in big names. today, those posts are incredibly expensive and not necessarily effective. >> we try now to go