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?
This story is from the April 2017 edition of MEN 'S FOLIO Singapore.
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This story is from the April 2017 edition of MEN 'S FOLIO Singapore.
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