Hayek to Trump - "I've got your tariff right here!"

WHAT IF...TARIFFS? From Swatch -

Courtesy of Swatch

Tragically (and I mean that sincerely), this is only available in Switzerland.

Here's the skinny straight from Swatch -

WHAT IF...TARIFFS?

The inspiration behind the WHAT IF…TARIFFS? model lies in the current events unfolding in today’s world. The unique details on its dial and battery cover hint at the US tariffs imposed on Switzerland. 

Courtesy of Swatch

WHAT IF...TARIFFS? features a square Bioceramic case and edge-to-edge biosourced glass that allows a side view of the watch’s dial. The blue square dial, complemented by an integrated biosourced strap, is adorned with glow-in-the-dark hands. The inversion of Arabic numerals 3 and 9 on the dial subtly references the number 39. Paired with the percentage symbol found on the battery cover, this inversion hints at the US tariffs imposed on Switzerland and the deeper narrative woven into the watch’s design.

Reheated Leftovers - I Could Do It Better Myself - The Sales/Brand Manager

This first came out several years ago, but still rings true ; )

I Could Do It Better Myself - The Sales/Brand Manager

5:30 AM - The alarm goes off, and tempting though it may be to hit the snooze, you pull yourself out of bed, jump on your Peleton and commit yourself to another 30 minutes of fitness.

6:50 AM - Showered, you make yourself presentable, grab a coffee and fire up your laptop for the weekly video conference with HQ.

8:15 AM - your daughter calls to remind you that as it is your weekend, she will be waiting for you outside of school following STEM club at 4:00 PM.  You make a note in your phone and set the alarm for 3:45 to remind yourself.

9:05 AM - safely settled at your desk, you scroll through the "Butcher's Bill" to try and figure out why you got blindsided a few hours ago when HQ informed you that:

1.  You need to close Retail Partner A.  No real detail given.

2.  You need to continue to extend credit to retail partner Z, even though they have not paid their invoices for the past 5 months, hit you with $26,333 of "co-op" advertising expenses, and requiring a "junket" for the owner, the owner's current (not his wife) girlfriend, their assistant manager and 2 of their "loyal" customers to visit the HQ, factory, and maybe, you know if there's time, ski a little...

While reviewing all of the internal and external communication, you happen to glance up at a map of Los Angeles and it all becomes clear.  Retail Partner Z is opening up a new "f - you" store literally across the hall from Retail Partner A, and demanding (literally) that your boss in Switzerland cut off Retail Partner A.  You then remember one of the pictures on the wall at HQ in New York with your boss, the girlfriend (not wife) of your boss, Retail Partner Z and half of the Los Angeles Lakers, courtside at the Staple's Center.

And of course, it just so happens that you are based in (or at least near) Los Angeles...

10:00 AM - Retail Partner A's store has opened.  You meet the owner and the two of you head out of the mall to a nearby restaurant so that you can speak in private.  Retail Partner A was the first store you ever opened an account for your first brand, some 20 years ago.  To his credit, Retail Partner A says he totally understands, he has seen this coming.  You personally really like Retail Partner A.  He and his wife have always sent your daughter both birthday and Christmas presents.  They insist on picking up the check even when they are your guests, they are old-school, shook Sinatra's hand type of retailers.  You excuse yourself for a few minutes, go out to the street and call your boss.  You explain that as a sign of good will, you need authorization to buy back the product.  Considering that most of it is still untouched (as it was just delivered 3 weeks ago), in the wrapping, you can simply walk it across the hallway to Retail Partner Z when they open.  Your boss is in agreement so long as 90% of the pieces are re-sellable.  You do the mental math (you looked at the safe count while you were speaking with Retailer A, and there are 13 pieces that have some wear, which tips it to 15% of the inventory.

You go back in, tell them exactly what your boss told you, but suggest that they take 6 of the slightly worn pieces that are the most likely to sell, and blow them out at 40% off, ensuring that the store can make 10% profit off of them, and be in compliance for the buy-back.

You suggest an early lunch (it is now 11:45) and once again, Retail Partner A grabs the check and will not let you pay.

12:50 PM - You walk Retail Partner A back to their store, and take a moment to make some calls before your next appointment - 175 feet across the mall's "hallway" to visit the soon to be opened 5th location of Retail Partner Z.

Retail Partner Z makes you wait a good 20 minutes in the construction area.  Once done, Retail Partner Z excuses himself, and Junior (second born son) takes over the meeting.  In a very short timeframe (less than a year) Junior has managed to piss off every brand rep he has come in contact with, and driven out more than half of the sales staff at their flagship store in Beverly Hills.  You have resigned yourself to simply nodding and smiling.  But Junior wants to flex his muscles and decides to get pissy with you anyway.  He demands to know why Retail Partner A still is carrying your brand.  You explain that they (Retail Partner Z) will have the exclusive rights the day that they open - which is still 45 days out.

2:00 PM - Junior says - "Hey, I'm hungry.  Buy me lunch and we can talk about our order".  So off you go to lunch #2.  Junior, although he drove to work, decides that a few bourbons would be a good idea on a hot Los Angeles afternoon.  You pay the check (a little over $200 with tip), and Junior says that next time you need to go somewhere nicer - "You guys need to stop being so cheap!".

You walk Junior back to his car, send your best regards to his dad, and hope like hell he does not get stopped by the cops.  3:00 PM is a bit early in the day, but he insisted.

You walk back through the mall to pick up the book your daughter asked you to order on Amazon, and as you're walking to the garage, you hear someone calling to you.  You turn to see your fried Julia, who is the district manager for Unobtainium, one of the hottest watch brands that is finally going into independent retail.  She has just finished meeting with Retail Partner A, and is happy with the outcome.  She thanks you for the referral, and comments on how much people must love them as flowers and two gourmet baskets arrived along with 2 bottles of champagne during her pitch.  You make plans to see each other at the Las Vegas shows in June, and hop in your car.  You make a mental note that you will not be able to submit the gift baskets and flowers on your expense account as they are not part of your approved expenses.

3:45 - The alarm on your iPhone goes off, just as you are rounding the corner to pick up your daughter.  Yes, you are early, but you savor the moment, listen to the last 10 minutes of your podcast, and think about the weekend. 

Visceral Memories with the Mühle Glashutte Sportivo Diver

I am over a week into my time with Mühle Glashutte's Sportivo Travel GMT.

It's interesting how something brand new can hit you like a 2 x 4 and shake loose a memory strictly through visceral means. Back in October I was among the sea of humanity wandering around the Worn and Wound show in NYC. I had made a special point of saying hi to the guys from Duber Time (North American representatives for Mühle Glashutte), and that was the first time I clapped eyes on the Sportivo Travel GMT. I was instantly drawn to it.

Folks who know me will point out my love of color. Typically it is a bit more pronounced, but the Sportivo gives just the right balance, dare I say - nuance! The bright blue wonderfully accentuates the black and white of this GMT sport watch - but not in a remotely gaudy way.

It wasn't until it arrived last week and I put it on my wrist that I recognized the trigger -

Courtesy of https://watchcharts.com/

This is the Calypso Diver from Swatch. I picked mine up at May Company (if memory serves) in late August of 1985. More on my love affair with  that wonderful time machine can be found 

here - https://www.henkitime.com/search?q=swatch+calypso+diver

I have a few more days with the Sportivo Travle GMT, and will be posting the full rundown on Sunday - stay tuned!

What to Make of Hodinkee's Boot Sale

Courtesy of Wikipedia

For those of you who might be interested in a bargain priced Oris, Mido, Rado, or Certina, the Hodinkee shop has some shockingly low prices on more than a few desirable models. Some approaching the magic level of "Key Stone". Keystone in Watch Town parlance means "dealer's cost" and is typically set at 50%.

Now also curious to relate? Zenith, Tag Heuer, Hermes and a few others are still "full-pop" (full price). What we can determine from that are two possibilities:

These brands have a "buy-back" policy (meaning that the brand allows you to replace unsold merchandise with "new" merchandise). This is unlikely as Hodinkee will not be buying any "new" merchandise.

Hodinkee was given memo terms - meaning that the retail partner didn't pay for the merchandise up front, and would only need to pay if they sold the watch. 

At any rate, as the old going out of business sale commercials used to say in the 70s and 80s: "Our loss is your gain!"

Happy bargain hunting!

The Wednesday Night Cooking Club - Dessert and Coffee

I have spent the last several weeks trying to summarize the evening that I spent with the Coolinary Cru. I mean, how do you describe the indescribable?

I can honestly say that everything truly amazing that I have experienced, at least as it relates to watches, Switzerland and France really began just before Thanksgiving of 2015. It was then that at the CAFFÈ SPETTACOLO that I first met Rod Hess, and in the ensuing years he has been kind enough to introduce me to his home town, and I have become somewhat attached to the local teams (in particular the football club) -

But in the process, he has also pointed the way to several "not known by the general press" bits of information that have helped me break some of the better stories on the "Blog Formerly Known as Tempus Fugit".

The past three years have been a bit of a blur for me, from running Tempus Fugit, being offered a big-time job in Watch Town proper, giving up Tempus Fugit, souring on watches and reporting on them... 

But something special happened during this trip. I can honestly say that I rediscovered my love and appreciation for watches, I reconnected with my friends, and in the process, in many ways I reconnected with myself.

So un grand merci to the Coolinary Cru for their kindness in welcoming me to the Coolinary Mansion. It was, and remains one of the best nights I can remember.

And I suppose that this is the best way to close this story. It is about the friends you have, and those who remain, as yet, unmet. A watch can tell time, but it can also capture a moment (literally and figuratively). I had picked up this green time machine at the Swatch Drive-In in Biel/Bienne by the Omega and Swatch campus before heading back to the station and CAFFÈ SPETTACOLO where this who adventure - not just this "Big Night", but in many ways this whole watch adventure really began -

The Blancpain X Swatch Indian Ocean

So that's it for now, and two quick travel tips from your old friend Henki -

• When you come to a fork in the road, take it!
• When someone gives you good advice, follow it!

Now go out and meet those as yet unmet friends!

The Multifort TV Big Date Limited Edition

From Mido -

Courtesy of Mido

It is safe to say that I have a love - not so love relationship with Mido and its offerings. The marketing / PR folks are two shades south of friendly and helpful, and trying to find an actual retail store in the lower 48 that actually stocks actual Mido watches and will actually sell them? 

But love is fickle, so here we are. This is the latest offering from the folks with administration offices in Le Locle. The Multifort Big Date Limited Edition. As the Press portal was being fussy, and as I am still waiting for a password reset (and some of us actually have jobs to get to) I had to pull images as best I could. I promise to update when I once again have "access"...

In all honesty, I have no idea how popular the TV Big Date series is. It is a cool concept, and definitely offers something different.

This new version features a dial that is meant to evoke the image of a tv screen from back in the day. For those of you who don't remember that there was a Soviet Union, and that way back when (1970s) we were lucky to get 3 or 4 tv stations. At the end of the broadcast day, the stations would play the national anthem, and then the screen would turn to a multi-color image, which this is clearly an homage to.

Now in truth, I like it. And the price is not extremely prohibitive at $1,470.

More to come, if/when I get access again, but for now I am unable to get good "reception".  See what I did there ; )

Enjoy your watches!
 

Flying into MUC, Bringing in My Personal AP... Please Mr. Custom's Man, Don't You Check My Bag

Okay, cute and snappy title, huh? And yes, it is a bit sarcastic. BUT, the sarcasm is actually directed at the situation, not Mr. Schwarzenegger.

For those of you few watch enthusiasts around the world who slept the last 48 hours, here's a quick link from the Guardian -

https://www.theguardian.com/film/2024/jan/17/arnold-schwarzenegger-detained-munich-airport-over-luxury-watch

Courtesy of CNN.com (Arnold Schwarzenegger was held at Munich airport after failing to declare an expensive watch. Portions of this image were obscured by the source before CNN obtained it.)

Now let's dive right in, shall we? Essentially, Mr. Schwarzenegger was transiting through Munich Airport en route to Kitzbuhel, Austria where he was scheduled to auction off his AP watch with the proceeds to his climate crisis charity.

The statement from the customs folks in Germany was that Mr. Schwarzenegger failed to declare the watch, further that it was an "import", and thus subject to tax. Now this is a point that I am actually in agreement with. If the contention of the tax man is that because the watch was coming into the EU, and would be sold in the EU (albeit for altruistic reasons)

and would therefore be taxable, then fair enough. 

But where (from my naive, American perspective) things got a little goofy was the stern statement from the customs office as cited from the Guardian's article:

A customs spokesperson told Sueddeutsche Zeitung: “If the goods remain in the EU, you have to declare them through customs. This applies to everyone, whether their name is Schwarzenegger or Müller, Meier, Huber.”

Not really sure what the snark from the customs spokesperson was in aid of, because by all accounts, Mr. Schwarzenegger cooperated completely, did not make a fuss or pitch a fit even though the efforts to collect the pre-payment of taxes and fines went more than a bit sideways...

Per CNN's coverage:

The actor agreed to pre-pay potential taxes on the watch and the officers failed to use a credit card machine for an hour until they gave up and brought him to a bank and asked him to withdraw cash from an ATM to pay, according to the source. The ATM they brought him to had a limit too low and the bank was closed.

When he returned, a new officer brought a new credit card machine that worked, the source added.

Now by and large, I am a rule follower. And I understand and respect that when we travel, we are guests in someone else's home. I also understand that many of my European colleagues have one mode of behavior at home, and a different one when abroad - as do we all, I suspect. 

So we've all learned something... maybe... 

We will likely never fully know the nuance or even letter of the law of ever country we may visit, but when it comes to watches, probably best to simply wear a Swatch and avoid the headaches.

Enjoy your watches...at home ; )

Twice Again

The Swatch Twice Again.

People who write about watches tend to skew towards the new, the shiny, the haute.

A bit about me - back when the dinosaurs still roamed the land, I was 25, living in Japan, and just gotten together with the woman I would later marry. It was a beautiful Saturday morning, and I strode into Robinson’s department store in Kasukabe (Saitama-ken) and bought the original version of this Swatch. If you knew me then, you would say that this was a bit out of character for me.

Before moving to Japan I had spent nearly a year and a half struggling to keep myself afloat. I was situationally homeless for a part of that time. When I got the job, I had to come up with about $3,500 (or so) to pay for my flight and have one month's worth of cash to live on until I would get my first pay check.

I sold everything I owned to get there…and that first year I was notoriously cheap. So believe it or not, the 6,000 Yen (less than $60 US at the time) I spent was a big deal. But something told me this was a big moment. Looking back 29 years later, I finally pulled the trigger on that Swatch's replacement, the Twice again.

Watch brands love to try and tug at our psyche, usually with over-priced, instantly forgettable wrist trinkets that will likely be worn for less than a year and discarded as the gift itself held little to no personal connection. With that said, it’s not lost on me that without any marketing efforts, a new $85 Swatch has landed such a visceral sucker punch on me some 29 years later.

Enjoy your watches!

The Brown Speedmaster

"What do you do when the thing you most wanted, so perfect, just comes?"

Samuel L Jackson as Charles Morritz in The Red Violin.

Courtesy of Phillips

Word has been slowly dripping out of Biel Bienne via intrepid investigating that the "Tropical" Speedmaster that fetched stupid amounts of money on auction, was in fact a compilation of mostly "down-home" components paired with various elements that were no more authentic to its alleged provenance than a Omega/Swatch "mission" watch is to the real Speedmaster.

Editors Note: Yes, I do own a Mission to Mars. No, I did not lose my mind and drive to New York numerous times, I did not bribe a boutique employee, I didn't spend 5 times the price on Ebay, etc. I simply waited until I found one at the Swatch boutique in Ottawa last October.

At the heart of this tragic comedy is the fact that at least three of the main characters in this farce were Omega employees, with one of them being the former head of heritage and director of the Omega museum. The best reporting you can read on this subject was written by Jose Pereztroika for his site, Perezcope.com

https://perezcope.com/2023/04/09/tropical-speedmaster-2915-1-a-record-breaking-omegaga-at-phillips/

Another, actually very fair and interesting analysis was provided by Rob Corder at WatchPro -

watchpro.com/corders-column-who-knew-what-in-the-speedygate-scandal/

Now while these articles are wonderful, well researched and insightful, they are also frustrating. They are frustrating because they underscore again the very unhealthy symbiotic relationship between the big brands and the top watch media outlets. In other words, what should have been the biggest story to break this year (or really in the last 3 years) the big dogs with the biggest media outlets offer crickets (and I don't mean alarm watches). Bravo to Jose Pereztroika, and Rob Corder. Watch Town needs much more of this type of media coverage!

So yes, the douchebaggery at Omega is a very depressing tale, and I would be less than surprised if Mr. Corder's theories were born out. But the bigger story here is the fear displayed by the rest of the watch media. Because when you live your professional life in fear, you will never be able to get out of the pockets of those you live in fear of, who only want you when they need you. It's nice to be kept, I suppose, but I wonder if these guys and gals ever wonder what life is like outside of a brand's pockets...

English Is A Curious Language - A Sociolinguistic Primer

Available today in Tokyo, Zurich, London,Milan, but curiously not anywhere in Kentucky!

Courtesy of Swatch / Omega

I realize we are talking about different languages and different cultures, but when I read the Omega/Swatch teaser I pictured a prohibition era moonshiner -

I am fairly certain this guy will not be replacing Cindy Crawford or George Clooney as a friend of the brand any time soon.

But with that said, given the hyperbolic nature of the first Mission Swatches, and the teaser for this new model, I was a bit underwhelmed when I saw it.

Etymological Spoiler Alert:

No, apparently Omega did not come up with the Moonshine name based on the prescribed base ingredient for the preferred aperitif of Ivy Leaguers - You can keep your Negronis, I'll have a snifter of the Jungle Juice, my good man!  

Not that I would really know anything about it, I went to a land grant university, but I digress.... 

The Moonshine in Omega's Moonshine Gold is not  the concoction of a tax averse denizen of Appalachia. It is the name given to the gold used to paint the hand. It is apparently composed of recycled gold that is sourced from a refinery within the Swatch Group. So props on the eco-friendly touch. The extent of this is limited to (or focused on, depending on your point of view) the main chronograph second hand. 

All naming conventions aside, as far as releases go, this one was a bit of a squib. While we are not as "chummy" as we once were, I have a lot of respect for Robert-Jan Broer's Speedy Tuesday programming, and I think that this would be not only a logical, but wildly popular next "mission" Omega/Swatch mash-up. It seems a bit of a missed opportunity. There was momentum, there was interest, but an EVEN MORE exclusionary (not exclusive) Mission Swatch just leaves an even more bitter taste in the mouths of the faithful, and no amount of Everclear is going to wash that out -

Courtesy of Wikipedia

When Mido Crawled Inside My Head - The Ocean Star Decompression WorldTimer

Courtesy of Mido

Regular readers of "the blog formerly known as Tempus Fugit" will note that I have a somewhat pronounced (and some have even said unusual) affinity for Mido watches. You could truly call me a "lifelong" fan as my father was given one the day before I made my world debut in 1968. 

Time has passed, and with it several different Midos (some vintage, some NOS, some new) have come and gone from my collection. My Commander is not going anywhere -

You can read more about that here -

https://www.henkitime.com/2021/10/fathers-sons-and-all-that-comes-with-it.html

And though the Hodinkee GMT was (and is) impressive, this latest time machine from Mido takes the biscuit! It is, as if, the designers in Le Locle climbed inside of my fevered head, and pulled together every disjointed idea I had for the perfect Mido watch, and reassembled it!

Courtesy of Mido

It comes in two "tropical flavors" - blue (above) and black -

Courtesy of Mido

I'll be going into more detail over the next few days, so stay tuned!

The Mido Ocean Star GMT Limited Edition for Hodinkee

Now before you even say it - YES, I know! This was released some time ago and covered in a few different outlets, so how on earth could this be "breaking" news worthy of the title: Bulldog Edition?

Courtesy of Hodinkee and Mido

Well, as is my relationship with Mido writ large - It's complicated...

Former readers of my outhouse journal will be reminded that Mido and Henki have a long history dating all the way back to when I "dropped" back in 1968 - in fact one day prior. My father was given a gold-filled Mido Ocean Star -

Courtesy of Yours' Truly

This was back in the days where a guy didn't probably have a "collection", he had a watch. And because he didn't have a cell phone with a clock, or a computer, etc., he depended on that watch to ensure he got everywhere on time. Needless to say, things have changed. But one thing that hasn't is the sense of longing many of us feel as time moves relentlessly forward. If we are lucky, we long for those happy memories that helped frame a simpler (for us, if not our parents) time. Obviously not every moment of every childhood is treasured, or even remembered. And even those that are remembered are often blurred with age. 

Courtesy of Hodinkee and Mido

Although it was certainly no "show-pony", my family Mido was not something terribly robust, particularly as it approached the half-century mark. So I have always had my eye half-peeled for a heartier time machine. But my criteria was clearly a bit skewed - I wanted it to have a vintage vibe including the original script font Mido logo, but I wanted it to be modern size and spec. And although I have plumped for a Mido Commander Shade, I didn't really want a reedition. While Mido did come out with another Ocean Star not so long ago, I have to be honest that the dial was a wee bit busy for me. But patience is sometimes rewarded. And this appeals to me because while it has design cues dating back to earlier days, it is not an homage in the purest sense. To the best of my knowledge Mido never made a GMT dive watch.

Courtesy of Hodinkee and Mido

So while this is a limited edition, and while it may well be sold out before I pull the trigger, it is something that I wanted to share. I realize that it will not be for everyone, and that is a good thing. There is something to be said for picking for yourself, rather than following the crowd.

Courtesy of Hodinkee and Mido

The Mido Ocean Star GMT Limited Edition for Hodinkee comes in a very nice bit of packaging, and includes 2 additional straps all sporting quick spring bars. It is available through Hodinkee's online store.

Here are the pertinents -

• Model: The Mido Ocean Star GMT Limited Edition For Hodinkee
• Reference: M026.829.11.051.00
• Function: Time, GMT, Date
• Material: Stainless steel
• Dimensions: 40.5mm diameter; 13.43mm thickness
• Crystal: Sapphire
• Caseback: Stainless steel with Hodinkee Limited Edition and xxx/999 engraved
• Dial: Black
• Lume: SuperLuminova
• Caliber: Caliber 80 C07.661
• Power Reserve: 80 Hours
• Water Resistance: 200 M
• Bracelet/Strap: Steel mesh, Brown Leather, Two-piece Nylon
• Lug Width: 21mm

It's Been A Minute...

Ladies and gentleman, it is my sincere pleasure to introduce you the Henki Time - The Bulldog Edition

www.henkitime.com

As former regular readers will know, I handed the keys to Tempus Fugit to a new owner nearly a year ago. And while that may or may not have been the right decision for me, I respect the new owner/ owners efforts and wish them well.

With that said, I found that I was (more often than not) reading a lot of the same thing in virtually every outlet. And I had enough kind messages from both brands and readers that I thought it might be time to fly a new flag, and thus I welcome you to Henki Time - the Bulldog Edition.

What the hell is a bulldog edition?

For those of you unfamiliar, a bulldog edition harkens back to the old days of the newspaper business. A "bulldog edition" was an early (or even earliest) edition of the newspaper on a given morning. Large scale events would necessitate that newspaper publishers create whole entire editions to accommodate breaking news. Yes young people, there was a time before cable news and the internet...

So what are we covering? New releases, interviews, industry news. And we will be diving a bit beyond just watches, so we encourage you to check in from time to time.

So, don't call it a comeback ; )

I look forward to continuing the conversation!

Henki

North Shore, MA, USA

January 19, 2023 

The Importance of Respecting A Press Embargo - Or When Exclusive Really Means Exclusion

Per Wikipedia -

In journalism and public relations, a news embargo or press embargo is a request or requirement by a source that the information or news provided by that source not be published until a certain date or certain conditions have been met. They are often used by businesses making a product announcement, by medical journals, and by government officials announcing policy initiatives; the media is given advance knowledge of details being held secret so that reports can be prepared to coincide with the announcement date and yet still meet press time. 

Okay, so we've gotten that out of the way ; )

As the new lead of Tempus Fugit mentioned, despite spending mere tens of thousands of CHF to airlift several more "well-heeled" members of the press to "double-secret" previews, there is always one itchy individual who feels that an embargo is more like a "suggestion" rather than a requirement. And that, among other reasons, accounts for some of the shit-show that was Saturday's retail fiasco with the MoonSwatch.

Was it a calculated move to leak in advance of the other "swells" who enjoyed first class (and deferential) treatment from the white gloved hands of Swatch and Omega? Sure. Would I consider them victims? Of course not. Was something like this happening inevitable? 

Absolutely!

But I would rather light a candle than curse their collective darkness. Therefore I would prefer to focus on the people who truly got the fuzzy end of the lollipop on this one, the customers and the employees of the "Exclusive" Swatch Boutiques.

Now another unrequested bit of Henki lore -

Back in the mid 80s, a certain northern youth grew his hair out in a somewhat abortive mullet in the hopes of catching the eye of the young women in the vicinity who were fans of a band from Ireland. History will reflect that this Northern Youth, along with 3 of his buddies, piled into his 77 Oldsmobile Cutlass and waited all night outside of the Ticket Master location. Said ticket outlet was inconveniently located in the Woolworth's of the Midway Mall -

So after many hours of shuffling around in the February chill, not infrequent runs to the nearby gas station for cokes, and several bio breaks behind the Ponderosa Steak House dumpster, we were finally admitted into the inside of the mall and were able to purchase our tickets at 9:00 AM.

I was happy, and drove the 30 minutes home and slept the rest of that Saturday morning.

Unbeknownst to my friends and I, one of our teachers decided that the day after the concert would be the ideal time for him to give his final exam, because he would be taking his vacation a little early so that he and his family could have some extra time, and thus his exam was moved to the week after exam week. So three U2 tickets promptly changed hands for exactly face value  (Oberlin was not a hotspot for scalping), and the internet had yet to make a real debut. And I developed a certain antipathy for U2 and anything Bono adjacent.

And as I heard tales from my friends around the globe this past Saturday and Sunday, they shared similar tales of angst, irritation, and downright anger. And I thought, not unlike my high school teacher waiting until the week before to announce a schedule change for a final exam, maybe Swatch could have been a little better prepared for what would unfold.

And this is where I, and several of my former colleagues in the Fourth and Fifth Estate are likely to disagree. Was it an incredibly successful launch? YES! Did it break the internet (metaphorically, anyway)? Yes! Did it actually really cause a lot of frustration and leave a lot of people unhappy? Duh!

What the early jumper of the embargo did was effectively ensure that -

1. The Swatch Boutiques would get besieged by a LOT of unhappy people.

2. Potential customers would travel vast distances at great personal expense to get... well, Jack shit, and Jack had just left town.

3. A handful of outlets that had been used to getting spoon-fed all the best releases well in advance of the rest of the plebeians in the press corps would be coming back down to the level of, well, the rest of the press corps. Which in fact might prove to be useful, it's important sometimes to be reminded of where you came from ; )

A few final thoughts:

• Swatch dropped the ball in terms of  logistics on this one. There is no nice way to say it. Some "Exclusive" Swatch Boutiques were so exclusive that they might as well have been excluded, with fewer than 100 pieces allocated to them. 
• Secrecy is no excuse for making so few units in advance and not having a reasonable amount deployed. They say they were working on it for a year. That was ample time to get ready.  

Were they expecting the Keebler Elves to take a break from making cookies and come in and crank out MoonSwatches on the graveyard shift? It is clear that they wanted to make a big, messy splash just before Watches and Wonders (again - Duh!), and while they did make a splash, they also made a mess. And therefore, they will hopefully learn to communicate EVERYTHING first, not just the sexy bits. They should have let people know BEFOREHAND that it was not a limited edition, and that it would be available at a later date, at least for customers who were willing to wait. The last-minute scramble to explain this via Instagram posts did not really come out in official communication, and initially took on the hue of urban myth.

Let's be honest, that last bit would have made a HUGE difference. Imagine driving 9 hours, camping out all night, and just when you think it will all pay off... being told to take it on the heel and toe, no MoonSwatch for you Mr. and Ms. devoted fan.

Did Swatch inadvertently get damaged by the leak? Sure. Did they set the stage for this to happen? Sorry, but yes. And just as this Northern Youth learned back in the 80s, many of those disaffected Swatch fans "still haven't found what they're looking for".  

Sorry, too soon?

Let's hope that memories are short and loyal fans are forgiving. And in the meantime, I suggest we all try to think about something else. But for now, if the MoonSwatch decides to "walk away, walk away, walk", unlike monsieur Vox, I won't follow.