It is now Tuesday evening US time, that leaves about 48 hr until the embargo is lifted at 8am Friday Swiss time. Not long at all. Doesn't anybody work? Have a family? or other hobbies to occupy their time? Can't live on OF in all your waking hours.
Hmmm...maybe that will stick? Perhaps you should start hashtagging it! #flightyfridaymetalmagic
"Time to move" ... away from the brand 😗
They put an embargo down so that all media groups could share at the same time. Otherwise the first entities scheduled would get the drop. People with appointments tomorrow would be right pissed at missing the scoop.
Omega is trying to protect their partnerships with dealers and bloggers/influencers.
It reminds me of AP's attempt this year at SIHH with their new "Code 11.59" line. My understanding is that they provided pre-renders to media as well as only allowed these watches to be photographed at specific angles for use in publications. The result has been akin to a dumpster fire.
The "only renderings provided by Omega will be allowed" after the embargo is lifted is false!
Everybody take a deep breath and relax instead of squabbling like a bunch of 8 year olds in the back seat on a long trip. It's about 31 hours until everything is unembargoed. Bloggers and others have seen the photos and have been writing copy for their viewers so at 8am Friday morning Swiss time they will be ready to go. Everyone will compete on the same time line. You may not like how the Swatch Group of companies is handling their new releases now but it is their show, it is another step in their move to better control the entire process from design, manufacture, release, marketing and SELLING their products, and hopefully after sales service improvements. Back before the internet watch collectors had little clue as to what was released in Basel in the spring, they found out when they dropped in to a retailer in the fall and discovered what new stuff had come in. Now everybody wants to know everything right now. Retail in general is starting to take more of the marketing strategy back and to control how their products are sold and marketed (boutiques and fewer AD's) instead of having the internet selling their stuff willy nilly.
I would have absolutely no issue with Omega stating at the start of the year their planned event schedule and that on May 16th there would be a grand reveal of all their new watches. I would wait patiently until May 16th and not throw any of my Omega swag/freebies out of my pram.
As I have posted on this thread it is not having to wait until May 16th that annoys me, it is the way that they that the Swatch group as a whole have executed their new product launch that is so disappointing.
With the US$50million in pocket after dumping Basel, why not do something truly different? Perhaps an Apple style live streaming for the new product reveal connecting directly with their customer base...including super obvious client contact capture via e-mail to receive early notification of the product launch, clock down timer (obvious link to Apollo launch sequence etc.).
Several strategic consultancy reports point to internet based sales of luxury watches becoming the norm during the next decade so watch brands will need to connect DIRECT to their customer base. Omega positions themselves as an innovation luxury watch brand. Well their marketing of their product release should follow that brand value.
Backroom private viewing of watches stinks of private member's club, old boys school network, not exactly the best strategy if they want to capture a younger demographic who have started wearing Apple Watches, now have earned some good money and what to differentiate from the crowd by having a luxury watch they can emotionally relate to.
I think perhaps Raynald was constrained in terms of what he wanted to do with this being a multi-brand Swatch group event. This new product release strategy is so passé, and does not match the momentum he started creating with the Speedy Tuesday initiative.
Etc. etc. etc.
