Omega Speedy Tuesday 'Ultraman' Release Debate

remarque · 2018-07-10T20:40:25Z

Remarque critiques Omega's Speedy Tuesday 'Ultraman' release, highlighting unfulfilled promises and frustrating online sales. Join the debate on brand trust.

remarque

WPS member · Omega forum

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Remarque critically examines Omega's online sales strategy for its limited edition Speedy Tuesday watches, highlighting a perceived failure to honor prior promises to waitlisted customers. His detailed account of the frustrating experience, particularly concerning the 'Ultraman' release, sparks a robust community discussion. This post delves into the complexities of brand-customer relationships in the era of online-exclusive releases.

Attached is a screenshot of email I received at 2:30 am today. Of course, I was in bed, asleep or not.

When the first speedy tuesday watch was posted for reservations, it was also in the middle of the night in the usa. When I discovered the posting the next late morning, of course the link to reserve that watch was already deactivated, as all of those watches had been reserved, with no commitment to buy. Within the next few days, after trying the link intermittently, I was able to get my name on the wait list, which of course was meaningless.

However, in months to follow I did get an email from "the desk" of CEO Aeschlimann, saying that although I would indeed not have any chance at purchasing that watch, because I was on this waitlist, I would be given priority for the next internet only offer that Omega proffered.

Needless to say, despite this "promise" made to me and presumably every other person who had gotten on the omega speedy tuesday original waitlist, I find it extremely bad form on the part of Omega to duplicate its disaster of an internet offering here. I assumed this promise meant something like I, and others on the waitlist, would be given an opportunity to reserve the (next) release (hours and even 1 or 2 days) before the internet offering was made available to the general public.

Clearly, this was not the case, and opening the watch up for reservation at 2:30 am pacific standard time in the United States today is (was) no different than when the original speedy tuesday was offered.

All to say, Omega changed nothing in its method from version 1 to version 2. But even worse, that email promise made to me and many others on the first waitlist was empty garbage.

Now, let me be clear. I like Omega. My father wore only two watches my entire life... an automatic constellation two tone from 1950s to 1991, and then a quartz two tone constellation from 1991 until his death in 2009. And I have both of them in my shoebox of sentimental stuff. I like Omega so much that my first nice watch that I bought was a steel Seamaster Master Coaxial released in 2014, and of which I got one of the first in March 2015, due to omega's slow production. I have a few nice watches now, but I still love and wear my Omega... I consider it the best modern reinterpretation of a classic vintage watch by any manufacturer.

Whilst I liked the original SpeedyTuesday, and might even have bought one if I could have, I would not want this "ultraman" version. Nor would I have reserved one, just to do so, if I could have, which I am sure many people do, especially since it requires no money down at all.

However, I can only shake my head and wonder how Omega can continue to make empty promises to hundreds/thousands of customers and not fall out of favor or lose the trust and business of people like me because of such huge blunders. I guess they just don't care. Pity...

For $7200, I'd rather buy the new Tudor black bay gmt and black bay 58 rather than one more of the hundreds and hundreds of speedmaster iterations. But that's just me.

Key Points from the Discussion

Omega sent an email promising 'priority' for the second Speedy Tuesday release to those on the first waitlist, but this promise was not fulfilled in practice, leading to frustration.
Omega's online release timing, often in the middle of the night for North American collectors, disadvantages a significant portion of its customer base.
Omega boutiques were reportedly kept in the dark about the online release details, unable to assist clients who had expressed interest, indicating a disconnect in brand communication.
The Speedy Tuesday 'Ultraman' is noted for its orange accents, but some question the value proposition given the caliber 1861's specifications (power reserve, water resistance) and the lack of a steel bracelet.
A proposed solution for fairer global access is to release limited editions in multiple batches across different time zones, rather than a single global release time.
The 2,012-piece limited edition is considered very limited for a brand like Omega, which produces between 700,000 and 1,000,000 watches annually, explaining the rapid sell-out.

The Discussion

Dmitriy

Jul 10, 2018

I fully agree with you. I got a call yesterday from Omega boutique and was informed about the launch of the new Speedy Thusday at 10am. While I found the post page, everything was already reserved. Just like last year. Now we have to wait for another letter with exhaustion and a new brochure. But today I looked at the Ultraman instagram and glad I didn't get it. Today Ultraman tomorrow comic book heroes Marvel?... Ps. In my opinion, the factory Omega should pay more attention to the production o

Bruno.M1

Jul 10, 2018

just a copy past cause I'm too lazy to type it again This was my reply to a previous similar comment to this subject "Well I honestly disagree 100%. You have to look at the total production number. And talking about omega that is between 700.000 and 1.000.000 I believe. So 2000 watches is less than 0.25% !! Or less than what they produce in half a day So I thing 2012 pieces for such a brand is VERY limited Besides for many collectors this is a rather cheap watch so the demand must be HUGE, which

mahesh

Jul 11, 2018

the logic of taking the total production of Omega is understandable. I consider it different for Omega & esp. for this product line because the entire line is crowded with 'LE' of different tweeks. take FPJ for instance, CB is close to 3k pcs & the annual production is 900pcs (from what i read on diff. forums), the logic isn't applicable. Best, mahesh.,

dedestexhes

Jul 11, 2018

I think in reality, a not LE model might not reach the same production numbers as there were/are tons of variations. Imagine Patek makes a re edition of the tv screen chrono limited to 1000 watches.... they will be sold the same day! However the original probably never reached these numbers. By the way, I know times have changed with the internet 😀 All the best, Dirk

damianp

Jul 11, 2018

This is what I did after my experience with Blancpain. As long as we keep buying after being treated like that, nothing will change. The Definition of luxury nowadays seems to be, that you pay a lot of money to be treated badly, just because it's exclusive or limited. The question is, whether you can suppress the collector inside you. Start paying for experiences instead of just things. ;-)

BjoernM21

Jul 11, 2018

Kapferer and Bastien list in “The Luxury Strategy” (p. 70f) “Dominate the client” and “Make it difficult for clients to buy” as two of these tactics. As long as this works, nothing will change (and the industry will believe in the saying "A sucker is born ever minute..."). Why not have a look at the offers of independent watchmakers? With them I have always been very welcome, and I got excellent “experiences” on the product as well as on the human level. Björn

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Omega Speedy Tuesday 'Ultraman' Release Debate

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