 Its name is a phonetic take on the Chinese Mandarin phrase 'luen huey', meaning reincarnation or rebirth.The company was founded in 2012 by Chris Vail, producing its first run of watches in late 2013.The initial Kickstarter campaign for the companies first watch, the Riccardo, had reached only $10,781 of its $40,000 goal when it ended on June 16, 2013.