You don’t have to, but maybe you should.
Even in very entrenched industries, there is wiggle room. Opportunities are constantly opening up all around us. Luxury watch company’s have long fought to keep their industry one of the most conservative. But sometimes even a large company is willing to take a risk and reach out and embrace a cult following instead of simply benefitting from it.
The Omega Speedmaster’s cult following was created by fans. Fans of watches, fans of the history of space travel. #speedytuesday dominated any watch lover’s Instagram or Twitter feeds. Omega could have continued on as they have — creating variations of a watch that people love and will continue buying.
Instead, they not only acknowledged the tribe that had been built around their history, but thanked it with a special limited edition commemorating their passion.
The result? Sure every model was spoken for before 11am and sales are great. But more than money, they not only acknowledged the narrative of a passionate group, they added their voice to and amplified it.
