Tudor showed a deft touch with its only watch launch of 2020 so far.
The navy blue Black Bay Fifty-Eight was embargoed with journalists until yesterday and was on sale with Tudor’s authorized dealers on the very same day.
Retailers had been given advanced notice and were able to start promoting the watch to customers via their websites and social media.
In the absence of a big bang launch at a show like Baselworld, this was the way to launch a watch with such instant commercial appeal.
Tudor’s global brand ambassador David Beckham was also primed and ready with a new hairstyle — certain to get the tabloids and celebrity sites slathering — and an impeccable on-the-wrist shot of the blue Fifty-Eight on his Instagram feed.
Within a day, over one million of Mr Beckham’s 63.4 million followers had liked the paid promotion on Instagram.