Apple's looming entry into the smartwatch market has not intimidated Pebble.
"I think you do exactly what we're doing now, which is going to the community that has supported us from the beginning," Eric Migicovsky, co-founder and CEO of the smart watch maker, told CNBC's "Squawk Alley" on Wednesday.
Pebble, which started in 2011, has raised money for most of its products through crowdfunding site Kickstarter. Its newest watch, the Pebble Time, reached $1 million more quickly than any project in the site's history after it launched Tuesday.
The project racked up more than $6 million by Wednesday and Kickstarter has endured some technical issues since it launched.
The company has sold more than 1 million smartwatches, according to a report earlier this month. The heavily discussed Apple Watch is expected to ship in April.
The company has worked on smartwatches for about seven years, which gives it a "deep understanding" of what consumers want, Migicovsky said. He also contended that the hardware needs an "interested third party" beyond huge technology companies such as Apple and Samsung.
"I'd say that consumers are speaking with their dollars right now," Migicovsky said.
He believes the Kickstarter model is sustainable. Pebble depends on the platform more to communicate with backers than gather capital, Migicovsky said.
He noted that he wants Pebble devices to be "indispensable" for users.