A brand embraces a hashtag, a man recovers his life through fraternal support, and another starts his own local fellowship – these are the moments that show that online watch communities are more than just about horology.
On an otherwise typical Tuesday in January this year, a limited edition Speedmaster was made available exclusively on Omega’s social channels, and within just over four hours, all 2,012 pieces were snapped up in a worldwide frenzy. Aptly named “Speedy Tuesday” after the initiative started by Robert-Jan Broer (founder of Fratello Watches), the watch was an unprecedented success, but more than that, it was a celebration of a phenomenon the Omega Speedmaster community has helped to grow. It’s rare to see a brand embrace a hashtag from its followers so wholeheartedly, making this exercise truly “by watch fans, for watch fans”.
Tell us how the Speedy Tuesday “movement” got started. Robert-Jan Broer: I’ve always been captivated by the world’s most beautiful and innovative timepieces, and one of my most beloved pieces is my 1967 Speedmaster Professional. One day back in 2012, a Tuesday as it happened, I casually posted a picture of the watch online with a simple “Speedy Tuesday” caption. From there, the idea began to take off. Soon after, my one post had become a weekly recurring feature that got the name “Speedy Tuesday”.
Why do you think so many people have adopted the hashtag?
Diese Geschichte stammt aus der April 2017-Ausgabe von MEN 'S FOLIO Singapore.
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Diese Geschichte stammt aus der April 2017-Ausgabe von MEN 'S FOLIO Singapore.
Starten Sie Ihre 7-tägige kostenlose Testversion von Magzter GOLD, um auf Tausende kuratierte Premium-Storys sowie über 8.000 Zeitschriften und Zeitungen zuzugreifen.
Bereits Abonnent? Anmelden
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