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Arguably one of the most iconic watches of all time, Omega’s Speedmaster needs no introduction. It’s borne witness to some of the greatest events of our generation, including the landing on the moon in 1969.

For its various accomplishments, the watch has attained cult status, and even spawned a social media hashtag to its name five years ago, #SpeedyTuesdays. In honour of this hashtag, the Swiss watchmaker has launched a series of limited edition Speedmasters, one to be released every Tuesday on Instagram. Each watch will come in a limited edition of 2,012 pieces, and you can reserve it (and the limited number edition you want) on the website. You’ll have to be patient though. It will only be delivered to you in the summer of 2017—but hey, it’s worth the wait.

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The first timepiece was launched yesterday on the brand’s digital channels, and was inspired by the Speedmaster “Alaska Project III” originally created for NASA in 1978. Watch enthusiasts will especially love the vintage Omega logo on the reverse panda dial, and the aged brown leather strap. On the case back, you’ll spot the Speedmaster’s Seahorse medallion, along with the words “Speedy Tuesday Anniversary – A Tribute to Alaska Project III”.

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Omega’s first venture into e-commerce is an interesting development. This format they have used creates a buzz (well, we’re even talking about it here), and also gives the brand an instant insight into whether collectors are ready to park their money online. It’s not the first watchmaker to explore e-commerce, but we believe that other brands will be studying their approach closely as they navigate this alternative retail channel.

We’ll be watching. (We couldn’t resist.)

Tags: Omega, Speedmaster, e-commerce, Speedy Tuesdays