Tuesday, July 24, 2018

Just Because You Can... Doesn't Mean You Should.

Omega is a great brand with a lot of great products.  They do a lot of wonderful work with charity.  I own two Omegas and still miss my 1969 Speedmaster Professional.  

Having said that...

Courtesy of Omega

This latest effort is a bit of a squib.

And the text provided with the images is enough to make you want to avoid any hipster that you encounter -

Thanks to its reliable design and superb anti-magnetic properties, the original OMEGA Railmaster of 1957 was perfectly suited to a role in working-class life. Today, the updated collection is proudly paying tribute to that industrial past with a new denim-inspired model.

Although they are now a fashion item, denim jeans were once manufactured purely for the benefit of hard-working laborers in the American West. For a long time, the robust cloth was the choice of miners, factory workers, farmers, and of course, those on the railroads. Their sturdy trousers or overalls would have gone hand-in-hand with the watch on their wrist.

To link the iconic material with this new Railmaster, OMEGA has created a vertically-brushed “blue jeans” dial that features indexes and hands with light-grey Super-LumiNova. There is also a beige lollipop central seconds hand and transferred Railmaster indication that are both reminiscent of the colored stitching found in denim jeans.

Most uniquely, the model is beautifully presented on a genuine blue denim NATO strap with brown leather used on the underside and for the keepers. The same model is alternatively available on a stainless-steel bracelet.

Courtesy of Omega
And if you have your heart set on this watch, I would opt for the bracelet version, you won't look like such a goof. 

The message seems to be:  "you don't have to get your hands dirty, but next time you put on your Redwing boots and "faux-vintage" Carhartt work wear, we've got just the watch for you!"  

I find it a stretch that Omega (and pretty much any other brand out there) is actually too fussed about celebrating the rugged integrity of the hard working men and women who actually performed honest toil for below-poverty-level wages.  It's fair to say that I could be wrong.  Having said that, I am pretty confident that the majority of the 30 somethings out there that this item is targeted at do not likely have just south of five grand ($4,900 suggested retail) to drop on an homage to the laborer.   They've spent all their money on student loan repayments and tragic tattoos.  And the amount of tips that baristas are making is not going to put a dent in the sticker price of this one.

I can almost hear the pitch meeting for this one now:

"Hey!  The really cool people featured in the the instafamous feeds we spend so much money on?  They all dress like hobos!"  

"Yeah, you're right!  What we need is an Omega for the trucker hat wearing, Pabst Blue Ribbon drinking, American Spirit smoking trendetarians out there!"

So does this mean that the two Crawford-Gerber ambassadors do the next Omega photo shoot dressed like Box Car Willie

Time will tell ; )

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