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When an email account is hacked, typically hackers use a phishing attempt to get the password, once obtained, they can send emails on your behalf using multiple different ways, and read all incoming emails, and but incoming emails will also go to the victim's inbox, that's actually how most realize their account is hacked. Unless they change the password in which the victim would no longer get any emails.
They must have known something was wrong by either starting to get several emails that they did't recognize OR not getting any emails at all. Which for any business that that communicates through email on a daily basis, they should have known something was wrong.
Most of these phishing attempts are from hackers hacking thousands of emails in order to distribute ransomware. In the case of Avi and co, a hacker had to know their watch business inside out and targeted them directly, this is very sophisticated hack and a bit of a stretch.
If it's really in fact the case, I would be very worried right now if I were them as their entire IT system needs a close security analysis starting with their Wifi as they are going to continue to be a target.
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