#SpeedyTuesday: Omega's Instagram-inspired timepiece
In a thoroughly modern move, the watchmaker pays tribute to its online admirers with a limited-edition version of the iconic Speedmaster
The exclusive world of high-end horology has long been reluctant to embrace the new digital age – in fact, many of its key tenets could be seen as an affront to an industry that prides itself on its centuries-old heritage and a defiantly traditional approach to handcraftsmanship.
Despite this, recent years have seen a rising number of brands dip their toes in the waters of ecommerce. It is therefore surprising that one of the big guns, Omega, has never made the jump – until now. And while it cannot be said that it's diving in headfirst, this hesitant step could signal a new mode of retailing for the watch behemoth.
In a pleasing confluence of old and new, the move centres on the release of its latest Speedmaster, which pays tribute to this important and popular timepiece while including a nod to that of another phenomenon - its online fan base. Its name, Speedy Tuesday, originated with Robert-Jan Broer, founder of the influential website Fratello Watches, when he first used the two words on Facebook back in 2012 when posting a picture of his own "Speedy". Since then, the #SpeedyTuesday hashtag has been used more than 42,000 times on Instagram alone by enthusiasts, helped along by articles about the watch published – you guessed it – every Tuesday on fratellowatches.com.
Subscribe to The Week
Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.
Sign up for The Week's Free Newsletters
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
The new limited-edition timepiece, priced at £4,100, is able to be reserved online via the Omega website, although you'll now have to join a waiting list if you're hoping to get your hands on one of the 2,012 that will be released later this year.
Beyond Omega's novel approach, there are a number of other reasons why the Speedy Tuesday is set to become a sought-after collector's item. It draws design inspiration from the chic and sporty 1978 Speedmaster Alaska III model produced for NASA, which required a watch that was anti-reflective and highly legible for its space missions. Also making a comeback is the "reverse panda" dial; debuted in 1966, it sees the striking and simple combination of white subdials set against a black dial and matte black aluminium bezel.
Sign up for Today's Best Articles in your inbox
A free daily email with the biggest news stories of the day – and the best features from TheWeek.com
-
Today's political cartoons - November 23, 2024
Cartoons Saturday's cartoons - qualifications, tax cuts, and more
By The Week US Published
-
Long summer days in Iceland's highlands
The Week Recommends While many parts of this volcanic island are barren, there is a 'desolate beauty' to be found in every corner
By The Week UK Published
-
The Democrats: time for wholesale reform?
Talking Point In the 'wreckage' of the election, the party must decide how to rebuild
By The Week UK Published
-
Omega's leading ladies on their first watches
In Depth Nicole Kidman, Cindy Crawford and Alessandra Ambrosio on their first watches
By Felix Bischof Last updated
-
Seven great dive watches
In Depth From Blancpain to Panerai, the waters are teeming with excellent submersibles
By The Week Staff Last updated
-
Omega and the America's Cup
In Depth As Emirates Team New Zealand head into the final, we speak to skipper Glenn Ashby and team boss Grant Dalton about technology and timing
By The Week Staff Published
-
Nine of the best blue watches of 2017
In Depth With the trend here to stay, we pick the top timepieces to achieve this year's key look
By The Week Staff Last updated
-
Omega unveils new Speedmaster Moonwatch Automatic Master Chronometer ahead of Baselworld 2017
The Week Recommends The storied Speedmaster is already available in several different flavours - and Omega has now unveiled another
By The Week Staff Last updated
-
High time: The best watches for Christmas
In Depth Match the model with the person and present your loved ones with a gift that's guaranteed to impress
By The Week Staff Published
-
Why planning the Olympics is time well spent
In Depth Rio’s stopwatches, sensors and scoreboards have taken Omega's Alain Zobrist and his team three long years to perfect
By Alain Zobrist Last updated
-
To infinity and beyond: six ultimate adventure watches
In Depth Ian Thorley salutes six watches that have gone the distance, from river deep to mountain high, even to the moon and back
By Ian Thorley Last updated