Article By: Logan Hannen
What is up, watchfam?! Today, we’re taking a look at one of the most popular Omega special editions in recent memory: the “Speedy Tuesday.” Watch the original video reviewing this watch above!
So what the hell does the Omega Speedmaster have to do with Tuesday? Well, as with so many things on the internet these days, it started with a hashtag. The hashtag, started by the owner of Fratello Watches, Mr. Robert-Jan Broer, in 2012 became a bit of an instant hit among owners of the famed Speedmaster. Since then, Tuesday has become the day for owners of the watch to post wrist-shots of it, sharing their love collectively at the same time every week. To be entirely honest, I can’t seem to figure out where Tuesday came from as the day, but it probably doesn’t matter as much as I’d like it to.
Fast forward to 2017, and Omega decide to capitalize on this by releasing a watch that celebrates this most fascinating of collector traditions by designing a watch that pays tribute to one of the most well-respected and much loved Speedmaster designs of all time: the Alaska Project III, a piece created for NASA in the 1970s. This includes a reverse panda dial where the subdials aren’t white, but rather fully lumed, thus taking a classic chronograph design and upping the ante by making it absurdly legible in all lighting conditions.
The Omega Speedmaster “Speedy Tuesday”
Needless to say, every last one of those watches (which, for the record, there were 2012 of, because they felt like being cute) sold out and did so pretty fast. It was, by all accounts, a total and complete success. There’s just one problem – nothing about it felt special. Christian has gone into much more detail about why he thinks that the Speedy Tuesday is a bit of a failure, at least in terms of getting people more invested in the brand’s creative process, but to sum it up here, we have to turn to Tag Heuer, of all people.
In 2016, Tag launched what it called the “Autavia Cup” and, in principle, it was the olive branch that the brand was extending to watch geeks the world over to say “we know we’ve been a bit sucky, but we want to try and make things right.” So what they did was they planned to relaunch a former Heuer model, the Autavia, but instead of just relying on consumer trust (because there wasn’t a ton of that to go around for them), they put the creative process back in the hands of the people they wanted to make peace with.
The brand displayed 16 mock-ups on their site for fans to vote on, and whichever option received the most votes was to become the new production model. No questions asked, no BS, just pure brand-consumer relations at its finest. In doing this, Tag owners felt like they were a part of creating something, and that the brand wanted to deliver something that they wanted, regardless of any perceived market perceptions.
Heuer Autavia, winner of the consumer poll
Omega, by contrast, basically took a watch that they knew would sell like hotcakes, got cutesy in their naming and production numbers, and said to their consumers “here you go, you’re gonna love this.” And people did, and they still do, and I am totally one of them. Still, it would have been nice to take something that is, at its core, about the widely varied community of Speedmaster owners and their varying tastes and actually make it something they contributed to. At least, that’s what Christian and I think, but you know us – the best we can do is try to keep it classy, watchfam.
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