Omega has tested the social media waters with its first Instagram campaign to resounding success.
The watch group released the new Omega Speedmaster Speedy Tuesday Limited Edition just this Tuesday, and while the timepieces, all 2,012 of them, were quickly snapped up in a matter of hours, the release contains a list of amazing firsts for Omega.
It is, for one, a wristwatch that has been completely inspired by a social media phenomenon. #SpeedyTuesday was first created by Fratello Watches founder Robert-Jan Broer in 2012, when he posted a photo with the hashtag on a Tuesday. It immediately caught on with fellow fans, and a quick search nowadays on Instagram and watch forums will turn up thousands of posts.
The release also marks the first time Omega is offering its products online - through its Instagram account as well as the brand’s own website, signalling yet another way watch brands are experimenting with different platforms at a time when the watch market is at an all time low.
Earlier last November, IWC had also made similar moves, partnering with online luxury retailer Mr Porter and Net-A-Porter to carry a core selection of its watches.
The design of the Speedy Tuesday is inspired by Omega’s Speedster “Alaska Project III”, a model that was created for NASA in 1978. The timepiece comes with 42mm Professional steel case and is powered by the same calibre 1861 that is used in the famous Speedmaster Moonwatch.
The watch features a "Reverse Panda" dial, white opaline-silvery sundials set against a black dial, with a bezel ring in matte black aluminium and a vintage logo. Engraved on the watch back is “Speedy Tuesday Anniversary - A Tribute to Alaska Project III” and the limited-edition number of the watch.
We can’t wait to see all the #SpeedyTuesday posts come summer 2017 when the timepieces reach its 2,012 buyers.