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?
この記事は MEN 'S FOLIO Singapore の April 2017 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。
すでに購読者です ? サインイン
この記事は MEN 'S FOLIO Singapore の April 2017 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。
すでに購読者です? サインイン
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