Omega has directly taken orders from customers online for the first time.
Until now, only its authorised retailers have sold Omega watches, but a special promotion on Instagram this week linked back to Omega’s own website, where the Swatch Group brand took reservations for a limited edition Omega Speedmaster “Speedy Tuesday”.
Speedy Tuesday is an online community created by watch blog website Fratello Watches where members share information about their beloved Speedmasters.
Only 2012 pieces of the Speedy Tuesday limited edition watch were created and, they sold out within 4 hours. The OMEGAWATCHES.COM/SpeedyTuesday web page said the following day (Wednesday) that: “For the moment all numbers have been temporarily allocated,” for the £4100 watch.
Comments on the speedytuesday Instagram page, where the watch was first promoted on Tuesday, suggest the watches sold out within six hours.
A post by the speedytuesday Instagram moderator said: “Most were reserved after about 6 hours. Some will bounce back as people need to confirm by mail. We feel Omega did a great job this way.”
Omega told WatchPro today that all 2012 pieces were reserved inside 4 hours.
Omega president and CEO Mr Raynald Aeschlimann called Speedmaster fans: “extremely passionate about their favourite watch and loyal to Omega.”
“Feedback from the brand’s digital community is invaluable, as we are committed to responding to our customer’s needs,” he added.
The Speedy Tuesday limited edition design was inspired by Omega’s Speedmaster “Alaska Project III” model, created for NASA in 1978.
At the time, NASA insisted that the watch had to be both anti-reflective and easy-to-read, or in other words – suitable for use in space.
The “Speedy Tuesday” has stayed true to these qualities with a brushed matte-finish stainless steel case and large radial numerals on the subdials.
The arrangement and design of the subdials, alone, piqued the interest of collectors, but it might be the fact that is the first watch ever sold directly online by Omega that could make it instantly more valuable.