When the Circus (doesn't) Come to Town...

Word reached the North Shore offices (albeit delayed by lack of a press release) that the "Greatest Watch Show That Ever Was..."

Will now never be.

Courtesy of Netflix

The "Fair Formerly Known As Swiss Creative Lab" that had a stranglehold on first the Ramada, then the Hyperon of Basel came a cropper as collateral damage in the wake of BaselWorld's demise. But all was not lost watch fans! A plan was hatched to offer an outdoor event in August in Neuchatel. It would combine watches, pens, jewelry, art (live, performance, and otherwise), and God knows what else. It was to be known as IMAGINATON.

If I am very honest, the first proposed iteration resembled a plate of spaghetti tossed against the wall with the hope of benefiting from what "stuck". Unfortunately, exterior circumstances forced the organizers to cancel the fair and postpone for the next year. And the following year it was postponed again. Finally, 2023 was going to be THE YEAR! The stars had seemed to align, and the organizers were excited to share that IMAGINATION would take place the same week as Watches and Wonders. And that, gentle reader, is exactly why The IMAGINATION fair experienced a third consecutive "failure to launch". 

A simple truth that is one no longer worth fighting - in the war of attrition that was the fight for hearts and minds at the spring Swiss watch fairs, BaselWorld quit the field leaving Watches and Wonders to stake their claim as the dominant show. Last year another pretender emerged - Time To Watches. If there was ever a watch fair with a worse name than IMAGINATION, this was probably it. When asked why a name that appeared so shambolic to native English speakers was chosen, the reply was that when you translated Time To Watches from English to German, it actually sounded cool. Which of course begs the question - why name it in English in the first place? This is why Wes Anderson should never be allowed to organize a watch fair. And without putting too fine a point on it, last year's Time To Watches show was a bit of a turd. Several "pro days" (press and retailers only), one or two days open to the public, and the press only really showing up for the last day, and writing, well, Jack-shit. And Jack had already left town...

At least one of the "big dogs" who availed themselves of the temporary kennel that was the inaugural Time to Watches has already sniffed out greener back yards and moved over to Watches and Wonders where they can pee in the tall weeds with the other "big dogs". So it will be curious to see who avails themselves of the watch show that sounds cool when translated to German. But they might need a better hook than that, and a famous (albeit inconveniently located) university with sub-optimal facilities for hosting a watch fair, or pretty much any trade fair.

For 2023, the definition of Haute Horology has magically expanded to include brands that never would have been deemed so in the good old days of the SIHH. But fear not! The snotty, exclusive, "don't even think of asking for a press invitation" spirit of the SIHH is alive and well with Watches and Wonders. Several media outlets who have been going to the event for YEARS and exhaustively covering the participating brands eagerly opened their Watches and Wonders emails only to find that they had been spurned and would not be receiving an invitation to cross the burning sands to the oasis of all things Haute and Naught. Essentially - "Thanks for your tireless coverage of us, now go get stuffed". Which was a cold cup of coffee even by SIHH/Watches and Wonders standards.

So get ready, we'll all be watching and wondering in a little over a month's time!

Until then, enjoy your watches.

And The Next Person To Take The Helm At Audemars Piguet Is...

Gotcha'!

But while we're playing Watch Town's version of "The Masked Singer", I thought it wouldn't be such a crazy idea to float some ideas as to who might be next?

I can't really claim to know much about the machinations at AP. But this is a new reality for what is still at its heart, a private family company - suddenly everyone is up in their business... so let's have a look!

But before we go forward, let's hop into the Wayback Machine to those thrilling days of yesteryear - 1987 to be specific. For those of you around at that point, can you remember where you were and what you were doing? I had just received $50 and a firm handshake from my father, who in turn informed me that Chicago was "that way, and Oregon a bit further down the road. If you hit the Pacific, you've gone too far." Needless to say, that seems like a million years ago. Curious to relate, 1987 was another significant year for someone else in the watch world, one Georges-Henri Meylan.

Now I realize for the younger kids out there that what I am about to say is going to trip you out, but a lot of the real happenings at AP started under the guidance of Mr. Meylan. AP was a WHOLE different type of company when he took over the leadership, having a not insubstantial stake in another little brand - Jaeger-LeCoultre. By organizing the sale of it, he brought in much needed funds that helped ensure the stability of AP and also helped ensure its growth. He also was instrumental in helping guide the career and development of the current CEO. This is not to say that the current incumbent has not overseen some phenomenal growth (not to mention a truly staggering list of professional golf playing "chums of the brand"), but is to say that there were already some seismic shifts underway when Mr. Meylan abandoned the field only to pop up later with a whole new jam.

But back to AP...

What I continue to be confounded by is what seems to be the lack of a clear succession plan.  On the one hand, the argument could be made that as a private company, AP is not going to show all their cards. Well, that's as maybe, but I think there's a wee bit more going on here. What is also interesting is (and this may just be little me thinking this), is that (to the best of my knowledge) Mr. Bennahmias has not really come out with his own suggestions as to who should or could replace him from within the ranks. And as someone who is a director in his "day job" (albeit for a much less glamorous organization), I find this disappointing. I subscribe to the belief that a large part of your responsibilities as a manager is to ensure that your team grows, develops, and if you did your job well, at least one of your team will be ready to replace you. Why? For the very simple fact that nothing is permanent. Every job out there is a "temp" job. We all leave our posts eventually, one way or the other. Ideally not carried out on a stretcher feet first, but that has also been known to happen in Watch Town.

So then, who would I put my marker on to take over from the current CEO? It's a curious question. It does not help that this is perhaps one of the most talked about and drawn out talent searches for a new CEO since HBO's Succession -

Courtesy of HBO

But if I fancied a flutter, I might place a chip next to the former CEO of Carl F. Bucherer. Sascha Moeri left his post about 7 or 8 months ago. Assuming that there was a non-compete clause in his contract, it would likely be up within a year. He did well with CFB, but more importantly he has a lot of experience working with a similar set-up in terms of a privately held organization.  Now I have met Mr. Moeri a grand total of ONE time, and that was back in 2012 in Las Vegas. So truth be told, this is just me looking at the tea leaves that represent the pool of potential new CEOs out there and trying to assess who might be a "fit". 

The internal options for AP are somewhat limited, at least if we simply tried to look at the roster to see who might be a likely fit. Although I think it would be exciting if one of the new regional CEOs were brought back to the mother ship to take the helm, the US CEO is still quite new both to AP and to the watch business in general, so I don't suspect it will go that way. 

It cannot be denied that under Mr. Bennahmias AP has grown significantly as a brand. But for many people out there (both enthusiasts and those of us in the Fourth and Fifth Estates) it also feels as if it has somewhat coalesced into a large brand with, essentially, one collection - The Royal Oak. But that will clearly be a challenge for the next CEO, whoever that will be. 

So although I love a scoop and it's exciting to sign off with "You heard it here first!", the truth is that we will all have to wait and see what color the smoke is coming out of the chimney at AP.

Until then - enjoy your watches!

Why I Bought (and kept) the Echo/Neutra Cortina 1956

GREEN!

Courtesy of Echo/Neutra

One of the advantages of participating in trade shows is that you get to check out a lot of watches that you would not normally see "in the wild". Insofar as North America goes, this can be a real opportunity to see first hand what you would typically have to pay for first, wait to receive, and then decide if it was really for you. Fortunately, fate had me at the Wind-Up show in New York this past autumn, and I got to see, touch, and try on the Echo/Neutra Cortina 1956 for myself -

Now to be clear, I was in attendance working for another brand. And proudly so. But if you are serious about your work, you will (at a minimum) take a walk around the space and see what else is out there - first hand.

I had been following Echo/Neutra from my previous Tempus Fugit blog, but had yet to see one up-close and personal. I had my eyes laser-focused on what Serica was offering. And while their field watch was (and is) very nice, I had sent multiple emails to them as a potential customer that went unanswered. (and multiple emails regarding availability and pricing since the Wind-Up show have also received no reply). So I would be less-than forthright if I gave the impression that I only had eyes for the Cortina. But the lack of response I had from Serica prior to the show made me reconsider my first impulse - or at least put it on hold for the time being. And so when I happened upon the Echo/Neutra Cortina 1956 I was somewhat blindsided by how cool I thought it was.

There was not a whole lot of discussion about the pros and cons with the two guys from Echo/Neutra. It was a pretty straight-forward pitch:

"This is the watch, this is the price."

I have to say that I truly appreciate and respect that level of clarity. So after checking it out on the final Sunday morning of the show, I walked over at around noon and to paraphrase that other great commentator on the watch business, Boz Scaggs - "I put my money on the table and drove it off the lot". 

So now nearly 3 months later, it is still in fairly heavy rotation. Which begs the question - why?

In and of itself, it is a fairly straightforward field watch, much like many others. It's a nice "Goldilocks" size (not too big, not too small, but just right) at 40 mm in diameter. The strap width is 20 mm, and if you order online, my understanding is that your purchase price includes 2 straps. I opted for the original green and a black tropic strap. While both are well made and comfy, I find that the retaining loops on the tropic strap are slightly too large and tend to slip over the end of the strap and buckle. Not a massive issue, but one to be aware of when you take the watch off at the end of the day.

The case back is solid (mille grazie Echo/Neutra) because display case backs are very annoying from an aesthetic point of view, particularly when discussing field / tool watches. They just look cheap.

The crown bears the Echo/Neutra logo (which I love for its subtlety), and is screw-down, helping ensure the advertised water resistance of 100 meters/330 feet.

The dial is what you would want and expect for a field / tool watch - large numbers and indices, highly legible. This is enhanced by the second hand with its red and white striped tip.

The domed sapphire crystal is the perfect "capper" to the watch as a whole. The bezel is fixed, with a standard 60 minute scale, green with yellow markers and numbers.  While some others have commented that this is a "vintage" vibe, I think that is a bit too simple an answer. It is clearly a field watch with its own sensibility. In a world filled with black dialed watches, it is something special.

And finally the movement. The Cortina 1956 utilizes the STP1-11 automatic. This is (to the best of my knowledge) the first STP equipped watch that I have owned (or worn, for that matter), but I have only positives to report. The timekeeping is solid, well within the advertised specs, and the power reserve is slightly above those same claims. Always nice to under promise and over deliver ; )

And finally - pricing. The Echo/Neutra Cortina 1956 is not the least expensive micro / small brand field watch out there. The Serica that I had my eye on will set you back about $622 (Euro 575) at todays exchange rate. And the Swiss Watch Company Bunker is $450. And these are certainly fair prices. But I also think that, at least for me, the Cortina was an emotional purchase. Trying to drill down to what a visceral choice should be priced at is like trying to make a cat bark like a dog - it's a pointless exercise. In the end, you like what you like - what speaks to you. And the Echo/Neutra Cortina 1956 speaks to me. 

After everything is said and done, you have to be honest with yourself. Most of us, in this day and age, do not need a watch. We can get the time from our phones, our computers, pretty much any other gadget that we come into regular contact with. A watch is something we want. It connects us to something emotional, something that can't really be quantified like the infamous "Pritchard Scale" in Dead Poet's Society:

"I like Byron, I give him a 42, but I can't dance to it" -

And because I know you want them, here are the pertinents, straight from Echo/Neutra:

Cortina 1956 | 3H Green

FROM: $750.00

→ DIAMETER: 40mm
→ THICKNESS: 11.9mm
→ LUG2LUG: 46mm
→ CROWN: Screw-down type
→ CRYSTAL: Box-shaped Sapphire glass
→ MOVEMENT: STP1-11 Swiss automatic
→ BEZEL: Ceramic fixed bezel
→ STRAPS: 2 X Straps included
→ WR: 100m
→ SWISS MADE

For A Few Euros More

Word reached the North Shore offices of Henki Time this morning that as many as 65 former Chrono24 loyalists are now footloose and fancy free. Or put more bluntly, approximately 13% of the staff got the fuzzy end of the lollypop. Chances are not this guy though...

Courtesy of Chrono24

But I would rather light a candle than curse their darkness. 

How did this happen? Chrono24 is considered the biggest and the best site of its kind and it certainly had ample funding and a fairly large number of staff members. It even had a media wing of sorts to help convey the message. Ultimately, they might have overestimated the true strength of the "Pre-Owned" watch market. And this is perhaps down to several contributing factors.

So as a public service announcement, your old pal Henki thought he'd shed some light on the reality that is the big-time pre-owned watch bonanza you've all been hearing about. Now many of you boys and girls are operating under the (fair and reasonable) assumption that pre-owned means used (be it gentle or rough). Well... maybe not so much, actually, at least if you go by volume.

Former readers of "The Blog Formerly Known as Tempus Fugit" will recall my ongoing query as to the veracity of the strength of the pre-owned market. For those of you new to this brave new world of up-cycled horological retail, allow me to inform you that virtually all of the watches found on various pre-owned sales sites are (by definition) pre-owned. Yes, some other person (sometimes in the person of the watch brand itself) did, in fact, own the watch before the intrepid and clever watch bargain hunter bought it for pennies on the dollar ! What seems to be a phenomenal stroke of good fortune and shrewd purchasing is often just Kabuki Theatre for the semi-gullible. So allow me to show you the man behind the curtain that you have been told to "pay no attention to"...

When it comes to recent vintages in large numbers, more often than not, there is only one (and sometimes even less than one) degree of separation from the the watch brand itself and the platform selling its "fresher" wares to you, the watch buying public. In other words, while it sounds sexy to share with "Talking Watches" about how you bought a 2-year old model "pre-owned", more often than not you have likely bought a brand, distributor, or retail partner's unwanted inventory. In the "new/unworn in-box with papers" world of buying and selling you are providing a very valuable service. Because you have made it possible for everyone to get paid - and even kicked a little into the pockets of the "pre-owned" website owner who connected all of the dots.

Watch brands have, for decades now, greatly overproduced what the visible market can consume and digest. The result has been mountains of timekeepers that needed to be "washed" out of the factories and storage facilities and off of the company books. Now back at the turn of the century you could transship, utilize parallel markets, or use e-commerce websites that specialized in selling very large volumes of over-stocked products to clear your vaults. Some of us still remember those halcyon days when you could buy the late 90's Omega Dynamic, or the Cartier Tank Basculante for truly stupid prices. I still regret not clicking that "buy now" button. Well, it's all just Tank Basulantes under the bridge now...

But the net impact is even more profound - imagine that you as an individual are hoping to sell your gently used (insert name of large watch company here) and have given it what you feel is a realistic and fair price. But then, (insert name of large watch company here) decides to jettison a large amount of inventory which just happens to include several examples of your gently used model. And they have priced it 10% less than yours, and list it as "new, in box, with papers".  Which do you think will sell first? More than likely if you are anxious to make the sale to fund a new purchase, you will lower your price, which then has the knock-on effect of further devaluing (insert name of large watch company here's) watch, be it new or pre-owned.

And at the higher end, with Rolex going into the "Certified" pre-owned business, it is likely just a matter of time before others jump on that particular bandwagon. And then the question becomes:

Would you feel more comfortable with a Nautilus that Mr. Stern's crew is vouching for, or one that an algorithm acts as the trusted, knowledgable resource?

Courtesy of GQ

"This is a Rouchefoucauld. The thinnest water-resistant watch in the world. Singularly unique, sculptured in design, hand-crafted in Switzerland, and water resistant to three atmospheres. This is "the" sports watch of the '80s. Six thousand, nine hundred and fifty five dollars retail!  It tells time simultaneously in Monte Carlo, Beverly Hills, London, Paris, Rome, and Gstaad!"

As conveyed by Louis Winthorpe (as played by Dan Akroyd in Trading Places) to a clearly unimpressed pawn broker (as played by Bo Diddley), it is hard not to be distracted from your common sense by shiny things. As that other great commentator on the watch business, Gordon Gekko (as played by Michael Douglas) once opined -

"A fool and his money are lucky enough to get together in the first place."

On the one hand, I don't think it is reasonable or realistic to expect a website that acts as (to a large extent) a third-party intermediary to have the time and / or resources to authenticate every single watch (out of several thousands). But ultimately, these third-party intermediaries are on the hook if something goes sideways. 

Now what has really gone wrong with Chrono24 is not something that is really knowable for most of us. We have theories, but in truth the old adage still holds true -

Those who know won't say, and those who will say don't know.

For me, it is safe to say that I am not a participant in this game of horological musical chairs. And if I did have the itch for something pre-owned, I would likely spend my money with a smaller organization like Wind Vintage. But then again, that's just me, your mileage may vary.

The BR 01 Cyber Skull

From Bell & Ross - 

Courtesy of Bell & Ross

This little nugget dropped this AM from the nice folks in Paris / CT.

This version of the Skull marks the latest iteration of the Skull's talisman connection to Bell & Ross and the BR 01, which first came out in 2009 with the BR 01 Skull. This bronze version is limited to 500 pieces.

Here are the pertinents:

Movement:
BR-CAL.210. Manufacture. Hand-wound mechanical.


Functions:
hours and minutes. Moving skull jawbone when wound by hand.


Case:
45 mm x 46.7 mm. 13.70 mm thick. Satin-finished and polished CuSn8 bronze. Sapphire and CuAI7Si2 bronze case- back.


Dial:
skeletonised. Rose gold-plated brass skull (or bronze- coloured skull). Gilt metal skeletonised Super-LumiNova®- filled hour and minute hands. Balance at 12 o’clock.


Crystal:
sapphire with anti-reflective coating


Water Resistance:
50 metres.


Strap:
Black Rubber


Buckle:
pin. Satin-finished and polished CuAI7Si2 bronze.

This is a pre-order watch (only) and will start delivering in February.
The price of admission is $11,400.00

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

Before we get started, a "playful" definition of kitsch, per the Urban Dictionary -

kitsch

As an art movement, lifestyle, or literature and film genre, kitsch is pleasingly distasteful. It's melodramatic, overdone, gaudy and tacky or sentimental and folksy. It's so bad that it's cool. Your cat might attack it, but it's hot. 
And, no, Martha Stewart and Jerry Springer are NOT bad enough to be kitsch. At all. Paris and Nicole though...

You're looking rather kitschy today, your grandma's neckace is hot. 
I saw an awesome Andy Warhol knockoff at the galley yesterday, it was so kitsch. I couldn't get it though, I didn't have the cash. *sounds dissappointed*

by Avant-Garde Hero August 15, 2004

Courtesy of Wikipedia

It goes without saying (or at least it should) that art, design, and other creative endeavors are subjective. One person's trash is another's treasure, or so it's been said. My very first serious watch was a yellow dialed Omega Speedmaster chronograph - the Schumacher Racing edition (which also came in a red version). Needless to say, it was a bold choice back in 1997. But I loved that watch. I bought it at a jeweler in Turku, Finland with the extra money I got from tutoring the children of a Saudi family who were studying at St. Andrews that summer. A lot of people thought it was a bit much, but I didn't care.

Courtesy of the Velveteria collection in Black Velvet Masterpieces

Over the years there have been several instances where the envelope has been pushed in terms of design, color palette, and co-brand partners. And in many ways this is a positive thing as it ensures that many different voices can and will be heard.

But when creative roars past kitsch and takes the express lane to, well, slightly tacky? Invariably, the protagonists will crow about how they are "challenging the status quo!" While that's as maybe, I am reminded of a quote from the past that seems universally applicable, but particularly so in this instance -

"Just because you can, doesn't mean you should". 

Ultimately it is for the final customer to determine whether or not they want to paddle out and ride a new wave. The hope is, as ever, that the item will sell. But to simply slap on emoticons to pre-existing designs is not really what I (personally) would consider ground breaking or inclusive or disruptive. 

It's a gag. 

Don't get me wrong, gags can be fun. And let's hope for the sake of every gag loving watch project out there that the customers respond - and hopefully do so in a positive manner. Because if they don't, those once whimsical endeavors tend to linger around and start to smell like a houseguest after three days...

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.