SIHH is around the corner and I won’t have time for a long post. However, I want to share with you an interesting article published recently by Luxury Daily, named “Omega leverages Instagram for limited-edition purchase path”.

The fact that social media / networks are used by brands as drive-to-store is not new (store to be understand as brick-and-mortar stores but also AS any form of online distribution) and Instagram is turning more and more into a see / click / buy application. No need to say this is extremely interesting for luxury brands as images (and the values they convey) are a powerful sales booster. Probably the most powerful actually.

If e-commerce or m-commerce are extremely popular in fashion, small leather goods and accessories, they remain marginal distribution channels for traditional watchmakers. But things are moving and they are moving fast. The example of the Omega Speedmaster “Speedy Tuesday” is the perfect demonstration. I won’t analyze the watch nor the process in details but the bottom line is the following: Swiss watchmaker Omega has released a limited-edition of 2’012 pieces of its Speedmaster. The picture was published on Instagram and potential clients can reserve their Watch via Instagram.

What’s new then? Well, Omega used the hashtag created by Fratello Watches founder Robert-Jan Broer. Basically, the brand took a hashtag created by its community and re-used it in its communication and sales process. This is a direct reply to any luxury brand managers still doubting if they should use social networks or not: Stop asking yourselves that question. You are already on them through your fans. The question is rather: How can you embark them into the brand journey?

Now, a question that came to my mind while reading the article on Luxury Daily: Imagine you are a fan of Omega, you share your love for the brand and your active participation leads to numerous sales… Will the brand reward you as a business partner and if yes, how? I guess this question will be more and more important as the influence of social evangelists will grow. And that’s where the grey zone starts…