Why brands like Pebble keep coming back to Kickstarter

The smartwatch developer is just one creator returning to the crowdfunding site long after they've been kickstarted

When the Pebble smartwatch returned to Kickstarter to raise funds for a third iteration, the Pebble Time, it rapidly broke every record the crowdfunding site had going, hitting its funding goal 17 minutes after launch.

The fundraising period isn't even over for the watch, and yet it's already the highest-funded project on the site, by a comfortable margin. As I write this, it's raised $19m; by the time you read it, it will be more again. And with every one of those dollars, Pebble is demonstrating why creators come back to Kickstarter again and again, long after they've already been kickstarted.

Related: Kickstarter crowdfunding in 2014: $529m of pledges from 3.3m backers

Related: Pebble Time: smartwatch maker returns to Kickstarter with colour-screen model