Say hello to the #SpeedyTuesday Speedmaster.
Just how important is social media to the wristwatch industry? You might want to ask Swiss timekeeper Omega. Back in 2012, Fratello Watches founder Robert-Jan Broer tagged an Omega Instagram photo #speedytuesday. Like most viral sensations, there wasn't much in the way of forethought or design—he was simply posting the Omega Speedmaster image on a Tuesday.
Stephen Watson is a freelance stylist and watch editor.